Jonathan Freeze

About Jonathan Freeze

25 years of destination marketing industry-specific experience including as department head and staff manager at two, accredited destination organizations in North Carolina-the CVBs for Durham and for Raleigh (the state\'s second-largest destination and state capital). Directed the research of and rearticulation of new brand strategies in both destinations; successfully redeployed all CVB marketing efforts in full support of the rearticulated brand platforms (Durham, 2007; Raleigh, 2008, 2015 and 2024). Earned the industry\'s highest educational achievement, the CDME credential; recertified in 2018 and 2022.Specialties: Marketing and strategic plans, destination marketing research, place-based/community identity and destination image, destination brand strategy, hospitality-sector brand stewardship, tourism microentrepreneurship, destination advertising, Internet marketing, online video, editing/publications, destination database management, N.C. tourism markets, LGBTQ and diversity marketing(Views expressed here are my own and do not reflect the views or opinions of my employer.)

Experience

1. Vice President of Marketing and Communications

   Greater Raleigh Convention And Visitors Bureau

   Jul 2022 — Present · Raleigh, NC, US

   Led the Bureau\'s integrated marketing communications efforts, attracting 19+ million visitors and harvesting $3.4+ billion in direct visitor spending annually, and led the Marketing and Communications Department in alignment with the destination\'s strategic priorities and other Bureau mission-related goals, providing effective leadership to department staff.Implemented a strategic marketing mix for the destination and carried out a research-based, data-driven destination marketing plan with supervised team of six marketing professionals and $2.5 million departmental budget. Integrated all plans with heads of IT and public relations through bimonthly staff meetings, effective organization of Basecamp projects and continuous staff management.Aligned closely with the President and Executive Vice President on destination-wide issues and strategic plans of the Bureau, which had achieved accreditation from DMAI in 2010. Prepared annual business plans for the Bureau and annual progress reports for the President and EVP; served as a liaison on marketing to the 12-member Board of Directors.Converted, over time, all Bureau marketing activities to a research-based decision-making approach, based on weekly, monthly, annual and biennial reporting and data analytics. Commissioned and ran projects with well-respected destination research consultants, such as Development Counsellors International (DCI), MMGY Global, STR and Tourism Economics.Researched and rearticulated the destination\'s brand strategy in 20••••24 with DCI, having successfully redeployed all marketing efforts in full support of rearticulated brand platforms in 2008 and 2015; shepherded the destination\'s brand and CVB\'s brand strategy year-round. Maintained and grew additional destination management experience in communications/writing, digital innovations, ad agency and vendor leadership and industry engagement.

Education

• University of North Carolina Asheville

  BA, Classics, Psychology

  1995 — 1999

Skills

• Marketing Communications
• Social Media Marketing
• Editing
• Partner Engagement
• Staff Development
• Online Advertising
• Advertising
• Marketing Research
• Integrated Marketing Communications Planning
• Event Planning
• Vendor Management
• Writing
• Event Management
• Brand Management
• Marketing Strategy
• Press Releases
• Publications
• Tourism
• Agency Leadership
• Social Media
• Digital Innovation
• Brand Strategy
• Marketing