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Lindsay Milne, Vice President, Marketing, Meet Boston

Lindsay, how easy or difficult was it to transition from sport marketing to hospitality and destination marketing?   

There has definitely been a lot to learn! Like any change in industry, there are nuances that take some time to adjust to and plan for. The marketing principles, though, in my mind, are very similar. On the sports side, we were consistently talking about delivering emotional transportatio n to our fans day in and day out – while we are looking to deliver a bit more literal transportatio n in the hospitality and destination marketing industry, it’s still about creating memorable experiences.   

What are some of the innovative approaches you utilized in your sport marketing and how do you know if they were effective or successful.   

I was very fortunate to be a part of the NBA for 10 years between my time at the league offices and on the team side and they are definitely the industry leaders in terms of innovation, data, and technology. The league has dedicated resources within their offices to support league-wide and team-specific initiatives to help nurture an innovative mindset that can help grow all areas of the business. As the innovation lead in my time with the Timberwolves, I was a part of the inaugural group pursuing new technologies in game experience and in content development that would help attract new audiences. I worked closely with several business unit leaders internally to help us launch one of the first venue-specific mobile apps in the NBA to give fans in the building a tailored experience in the arena. We were also one of the first teams in the country to go to an entirely digital ticketing system.   

Are there destinations around the world that you believe are innovative markets for tourism?   

The industry as a whole has been challenged more than a lot of others coming out of the pandemic and it’s been really fun to see how destinations are trying to win travelers’ minds, hearts, and, ultimately, dollars. With international travel still on the climb back to pre-pandemic levels, I focus more on what’s happening here in the US and a few destinations come to mind immediately. Savannah GA has done a wonderful job with their strategic marketing partnerships and has even taken their destination on the road! You can find Savannah experiences happening at various consumer and industry events happening nation-wide, they were even here in Boston at the Head of the Charles Regatta 2023. Sioux Falls launched a subscription model delivery program showcasing local products, Sonoma County has been doing a wonderful job in terms of PR around their efforts to make travel more sustainable and finally Seattle WA who has totally leaned into their reputation for being a city with a lot of rain on the forecast by embracing it. What I love about all of the efforts is that they are anchored in authenticity which is key in marketing in any industry.   

How has Boston evolved its marketing to distinguish itself from other international cities?   

Our marketing plan has been evolving quickly over the past few years. With new ways to highlight things to do in our city, including digital passports and a revamped website for our organization, we are looking to new channels and markets to promote Boston as a tier-1 global destination. Boston is uniquely positioned to attract travelers and events from Europe and the Middle East thanks to the number of flights we have daily coming in and out of Logan International Airport. To help amplify this, we have agencies in key European markets to help us promote on the ground and are investing in more this year yet. In the past two years, our investment in digital marketing and interactive OOH channels in particular has helped us better define and understand our target audiences and how to deliver to them the experience of a lifetime while staying true to the experience of Boston.

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Moscow Became the Best Travel Destination of 2019

Apart from Moscow, the category featured such cities as London, New York, Lisbon, Paris, Saint Petersburg, Sidney, Rio de Janeiro, and others. The awards ceremony took place in the city of Muscat, Oman, on November, 28. “World Travel Awards is a quality mark, and it means that Moscow is consolidating its positions as one of the world’s travel capitals. Moscow has a rich history and culture, it is a city with one of the biggest economies of the world, a huge busy metropolis. Tourists coming to Moscow from all parts of the world get positive impressions, unique experience and feel comfortable and secure. The best proof is the appraisal of travelers who voted for our city along with the world travel industry professionals. It is a great honor for us to win such a prestigious award! I am sure that we have many global wins ahead!”,–  Yekaterina Pronicheva, Chairman of the Moscow City Tourism Committee, said.

Moscow was nominated to the World Travel Awards 2019 in three major categories: “World’s Leading City Destination”, World’s Leading Festival & Event Destination, and World’s Leading Sports Tourism Destination. Additionally, the award organizers nominated Moscow in two more categories: World's Leading Business Travel Destination and World's Leading Cultural City Destination. Winners were chosen in an open vote held at the Award’s official site until October 20.

In 2019, World Travel Awards have been granted in 80 categories. The winners are hotels, airlines, tour operators, cities, resorts, and attractions. All in all, there were more than 1,000 participants in 2019.

Except for Moscow, among Russian participants in different categories were cities (Kazan, Saint Petersburg), airlines (Aeroflot), hotels (Mamaison All-Suites Spa Hotel Pokrovka, Radisson Royal Hotel, Swissôtel Krasnye Holmy, Lotte Hotel), restaurants (City Space) and tourist companies (Academservice).

In 2019, Moscow’s tourist flow has been growing. During the first 9 months of 2019, Moscow received 19.5 million tourists. During this period, Moscow received 753.8 thousand tourists from China, 267.8 thousand from Germany, 121.7 thousand from France, 118.4 thousand from Italy and 113.6 thousand from Israel.

The most typical guests of Moscow – people younger than 34 y.o., so-called “millennials” (the generation born between 1981 and 1996) – are the most active visitors. They visit the capital to get new impressions; they are attracted by numerous festivals, sporting events, and cultural scenes.

The capital currently has 1,718 hotels. The annual occupancy rate of the capital’s properties equals 77 %, which is comparable with that of Amsterdam, London, and Paris. Moscow is also a traditional point of tourist interest on the New Year holidays. Four and five-star hotels near Tverskaya Street are the top performers: 95 % of their rooms are occupied during the New Year holidays.

In Moscow, there are 1,691 certified guides and interpreters who conduct tours in 26 different languages, and 1,972 guides who conduct tours in Russian and work for the local travel market.

Marina Zatsepina, with more than 15 years experience in Marketing in Tourism Industry, Marina is our expert in promotion on the Russian market. She worked in position of Marketing Director in one of the biggest tour operators in Russia, before to organize in partnership with Natalia Klimenok it's own enterprise. She graduated from Penza State University (Russia) with specialization in Public Relations, and has Master Degree in Russian-English Translation from Kent State University (USA). Recently Marina works in BAGINET PR and Consulting Agency as Commercial Director.

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While some companies are cutting the CMO role, Gen Z marketers still strive for the top job

• The marketing field is changing as some companies have eliminated CMO roles.
• Gen Z marketers early in their careers told BI about their outlook on the profession.
• Despite the grim news, young marketers are optimistic about their future, in part due to role models like Rare Beauty's Katie Welch.

Marketing is going through a very visible transition. The CMO role at several companies, including Walgreens, Uber, and Starbucks, has been eliminated. A 2023 McKinsey report found that 40% of Fortune 500 companies don't have a CMO or another growth- or customer-related position in their CEO's executive committee.

This shrinking presence is also seen in recent trends that show companies increasingly shrinking their B2B marketing presence or decentralizing these teams. Businesses are quickly adopting artificial intelligence to support their marketing initiatives, adding to the complexity of the role today.

With marketing undergoing the tumultuous period of CMO departures and the constant changes brought by new technology and shifting corporate priorities, it can be hard for people just entering the profession to feel secure about the future. But role models like Rare Beauty's CMO, Katie Welch, offer young marketers hope for the profession's future.

Business Insider spoke to three early-career marketing professionals to get their take on the state of the marketing profession.

CMO is a central role that needs to innovate

Piper Phillips graduated from college in 2022 and started working as the director of marketing at the beverage company Tru until late 2023. Over the past few years, she has been documenting her career journey on TikTok.

In 2022, Phillips made a series of videos on TikTok saying she thought the CMO was the second most important position in a company. "If you don't understand who you're selling to, if you don't understand your audience, if you don't understand what they need, then you don't have a business," Phillips told BI.

Phillips has seen the impact of marketing shake-ups on the younger generation: "For many people in Gen Z, they're early in their careers, and they're getting laid off, or they're having trouble looking for a job. It can be so disheartening."

On the trend of eliminating CMO roles, Phillips spoke to the importance of the position. "There needs to be a chief brand officer or someone representing the brand of the company because for many companies, their brand identity is their competitive advantage and their differentiating factor," she said.

Facing a changing marketing profession and her experience with social media, Phillips' own career goals have shifted.

"I always envisioned myself as a CMO over a huge corporation," Phillips said. "After seeing all the opportunities at startups or building one's own personal brand, I've realized there are many ways to make an impact and reach consumers in the marketing world outside of just traditional marketing roles."

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But even amid these issues, Phillips is still optimistic about the future of CMO roles. "Gen Z is poised to become incredible marketers, incredible CMOs, because the way that we think about things and interact online is so natural to us, and that translates very well into marketing as a whole," she said.

Eliminating marketing is not the way forward

Natasha Badger, a marketing associate at the AI startup Akkio, has watched the marketing field closely since high school. She interned at LinkedIn in 2020 and makes videos giving marketing career advice on TikTok.

Badger observed that marketing teams are often some of the smallest departments, especially at the tech companies she has worked at — and also the first departments to have layoffs when budget cuts are made. "Businesses that are eliminating the CMO role or pulling it into something else, the leadership in those companies don't see the value of marketing," she said.

Despite these obstacles, Badger said that being a CMO "has been my end goal" and is hopeful about the role's importance. She said that the companies that "are still investing in their marketing efforts" and keep CMO roles "are the ones who are gonna succeed in terms of seeing their brand last throughout the market and throughout how the industry changes."

Gen Z is looking to new kinds of CMOs like Rare Beauty CMO Katie Welch

Industry changes are being seen as promising opportunities for young marketers who have more social media savvy and online experience. That's the point of view shared by Lindsey Hyams, a 2023 graduate who worked as a community associate at Bubble Skincare before recently starting as an Assistant Account Executive at Push The Envelope PR.

"Gen Z has a really great comprehensive understanding of trends on the platforms," Hyams said.

Hyams points to Katie Welch, the CMO of Rare Beauty, as an example of how C-suite marketers can adapt to a changing landscape. "She knows how to market to Gen Z," Hyams said. "She's someone that I see growing into this field."

Marketing to Gen Z led Welch to build a growing audience on TikTok where she gives career advice and marketing insights.

Welch is also excited about how seasoned marketers can learn from the insights of the younger generation "Their social media-informed POV combined with brand marketing tenants makes for a powerful marketing approach," Welch told BI. "They have honed a new ability."

Her visibility on social media has allowed Welch to show more young marketers what a CMO can look like. Her advice to those early in their career who want to be CMOs is to develop critical thinking. "Understand what makes a good idea. Stay curious," she explained. "For example, pay attention to attention — how and why is it captured and by whom? Have a point of view and speak up. Be patient."

While some traditional CMO roles are being eliminated, Hyams is optimistic about how the younger generation can breathe new life into these positions. "Gen Z is definitely taking the field in that C-suite level. There's a lot of people that are building their own connections. They're building their own networks." Hyams continued, "I think that's what's next for the industry."

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How a song from West Virginia ended up marketing tourism in Oklahoma

The redbuds are in full bloom at the Core Arboretum.

And so was the delighted laugh this past Thursday afternoon of a certain director of the old-growth expanse off Patteson Drive — as soon as he learned of the trajectory a certain local song that celebrates the colorful tree is now taking … in Oklahoma.

“Chris is out here a lot,” Zach Fowler said.

“That’s awesome. Great song. I’m gonna have to congratulate him.”

Fowler is a WVU biology professor who oversees the botanical doings of the place rescued from the development boom at the end of World War II, when soldiers-turned-students on the G.I. Bill began marching into Morgantown.

He’s referring to his university colleague Chris Haddox, a professor of sustainable design who also knows how to pick a guitar and write a song.

In 2021, Haddox, with the help of Mountain Stage musical director Ron Sowell, released a self-titled album of original tunes, heartfelt and hilarious, that are still netting solid play on the Americana charts, here and overseas.

Haddox is even currently tied with Willie Nelson on one of those charts.

We’ll get to that.

You can even hear an Earth Day connection in the current context of the tale of that certain tune.

We’ll get to that, also.

Redbud road trip

The Haddox-penned song that these days is catching the ears, and eyes, of all those Oklahoma wranglers, cowboys and two-steppers is, “Nothing Says It’s Springtime Like the Redbud.”

It’s a Western Swing-styled number that sounds like it would be right at home on a Bob Wills bandstand in a Tulsa dance hall.

Haddox wrote the song in his head while behind the wheel.

He was motoring back to Morgantown from Charleston on Interstate 79 when he was charmed by all the redbuds he kept seeing.

After the song was on CD, he decided to explore the marketing roots it might sprout.

“I started wondering how many states adopted the redbud as their state tree,” the professor and songwriter said.

Only one, as it turned out: Oklahoma.

So he pitched it — and not all that long after, he actually heard back.

The tourism marketers loved it and wanted to use it in a campaign video promoting state parks in, yes, their Redbud State.

Haddox even tweaked one lyric for an Oklahoma reference.

The edition by Discover Oklahoma, a weekly television spot about stay-at-home tourism, features jump-cuts of state parks.

Oklahoma state parks. With all those great Oklahoma state park names.

Robbers Cove.

Roman Nose.

Quartz Mountain and Texoma, too.

A bevy of school children sing along in this redbud take, with help from Lauren Nelson, a proud daughter of Lawton, who became Miss America 2007.

You can watch the video on the Discover Oklahoma Facebook page.

“Have a listen to Chris and his band, with some local Redbud fans joining in, as we pay tribute to the princess of spring, ‘Cercis canadensis,’” the page says, by way of introduction.

Don’t take it all

Fowler says he’s just glad that Irvin Stewart listened to Earl L. Core (yes, that one) when the two started talking in earnest in 1948.

Stewart was president of WVU and Core, a professor, was a star in the biology department, where his work in botany was already blooming international renown.

Three years after America’s victories in Europe and Japan, the Mountain State’s flagship university was a getting-bigger place in an even-bigger hurry.

Large parcels of land were being acquired in Suncrest, including the Krepps and Dille family farms, to establish an Evansdale campus.

Core knew how it could all come down, Fowler said.

River of fire

Monday is Earth Day, the eco-awareness happening founded in 1970, a year after Cleveland’s Cuyahoga River actually caught fire, so polluted as it was, with mounds of trash floating on an oil slick.

It also hit in the middle of West Virginia’s then-robust back-to-the-land movement, which, Fowler said, owes a bit of its debt to a biologist with a bent for botany and land preservation.

Core convinced Stewart to set aside 91 acres, tucked behind where the WVU Coliseum is now located, as a safe haven for nature that gets even more dense and green, the arboretum director said — as one treks down its sloping trails canopied by towering trees and punctuated by diverse shocks of wildflowers.

“There are trees down here that are 200 years old,” Fowler said, “and probably ones older than that.”

The arboretum, which WVU named in Core’s honor in 1975, is Earth Day with a Hallmark-movie happy ending.

“Earl L. Core is a hero,” Fowler said of the advocate of all things outdoors who died in 1984, “and this place is a treasure.”

Buds (with my bud)

Meanwhile, Haddox, the Core Arboretum frequenter, said he appreciates his song is now being used to inspire people to get out and about in Oklahoma.

Not that he takes his treasure of songwriting skills too seriously at times, he said.

As evidenced by his current association with the aforementioned Willie Nelson.

The Morgantown songwriter and the troubadour from Texas are both occupying the No. 14 spot on Folk Alliance International music chart at this moment.

Haddox, for “Nothing Says It’s Springtime Like the Redbud” and Nelson, for “The Border.”

“Hey, I’ll take a tie with Willie any day,” Haddox said.

“I’m now associated with the redbud and he’s always been associated with another kind of bud. Maybe we oughta go on tour.”

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Meet June Chepkemei, 35-Year-Old CEO, Kenya Tourism Board

J une Chepkemei has been appointed as the Chief Executive Officer (CEO) of the Kenya Tourism Board (KTD) for a period of three years.

Tourism Cabinet Secretary (CS) Alfred Mutua announced her appointment in a gazette notice number 3226 dated March 19, 2024.

Chepkemoi has been picked to hold the position effective, Wednesday, March 20, 2024.

“In exercise of the powers conferred by section 37 (1) of the Tourism Act, 2011, the CS for Tourism and Wildlife appoints June Teclar Chepkemei to be the Chief Executive Officer of the Kenya Tourism Board, for a period of three (3) years, with effect from the 20th of March 2024,” the notice read.

Reacting to her appointment, the Consumers Federation of Kenya (COFEK) Secretary General (SG) Stephen Mutoro noted that she was qualified for the role.

In a statement on X, Mutoro said Chepkemei is lucky but doubted whether the appointment was competitive.

“She is a lucky lady. Enough said. She has been named at KTB by CS Mutua. Not sure if it was competitive. But even if she is clearly not qualified, she is suitable for the job!” he said.

June Chepkemei Sparkling Career

At only 35 June Chepkemei has built an outstanding portfolio and stands out among her peers. 

In January 2023, Moses Kuria (then Trade Cabinet Secretary) appointed Chepkemei as the Acting, Managing Director (MD) of   Kenya Investment Authority  (KenInvest). 

KenInvest’s facilitates the implementation of new investment projects, provides after-care services for new and existing investments, as well as organizing investment promotion activities both locally and internationally.

June was the Head of Marketing & Corporate Communications at Konza Technopolis Development Authority (KoTDA) before joining KenInvest.

Also Read:  Patience Nyange Appointed for Top IGAD Job

June’s Contributions to Open University of Kenya Establishment

This made her receive a special recognition when President William Ruto was launching the Open University of Kenya (OUK) in Machakos County on August 3, 2023.

Makueni Governor Mutula Kilonzo Junior pinpointed June Chepkemei as one of the people who tirelessly worked behind the scenes towards the success of OUK.

“There is a young lady whom I must recognize. June Chepkemei, are you here? She is the second person I want to recognize for the work they did including ensuring the title deed for these five thousand acres is securely in the hands of Konza,” remarked the governor. 

Also Read:  Sarah Wahogo Appointed Username Investment CEO

Other Top Positions She Has Held

June was the Communications Business Partner at Safaricom Limited having worked for 6 years prior to joining KoTDA.

The new KTB CEO has also served as the Project Coordinator for Kenya Advance Institute of Science and Technology (KAIST) under the Ministry of ICT & Digital Economy in partnership with the Ministry of Education (MoE).

June pioneered the Konza Innovation Ecosystem Initiative which was voted as the third most inspiring solution by the International Association of Science Parks and Areas of Innovation (IASP).

June was named among the Top 25 Women in Digital 2021 and appointed to the Taskforce on the Kenya Media Policy Guidelines.

#OpenToWork: Are LinkedIn Photo Frames Actually Helpful?

Published: April 22, 2024

Welcome to HubSpot Perspectives , a series where HubSpotters weigh in on the latest business and marketing trends.

“The biggest red flag on LinkedIn is the ‘open to work’ symbol.” This hot take is brought to you by former Google recruiter Nolan Church .

And the dialogue continues. As I browse through my LinkedIn feed, there are still ongoing conversations about the #OpenToWork profile photo frame .

Should you use it? Does it work? Is there even a small chance it may make you look desperate or unoriginal as a job seeker?

Featured Voices:

• Katelynne Bazile , Global Team Lead, Emerging Talent Programming & Operations at HubSpot
• Ramona Sukhraj , Principal Marketing Writer at HubSpot

Yes, #OpenToWork has potential.

But it’s not the only strategy job seekers should be using to land a new role.

“In my experience, it seems like the #OpenToWork frame is similar to wearing a t-shirt that says ”Open to Work" — it'll only get seen if you make yourself seen,” says Ramona Sukhraj , Principal Marketing Writer at HubSpot.

Sukhraj was recently in the job market herself.

“It‘s a visual aid that makes it clear you’re open to employment conversations on the platform, but if you don‘t post, engage, or make yourself visible to the right groups, the effort is mostly in vain. So if you’re going to add it, be prepared to be active.”

In other words, it’s not enough to add the photo frame, sit back, and wait for the job offers to roll in.

The Recruiter Perspective

Katelynne Bazile , Global Team Lead, Emerging Talent Programming & Operations at HubSpot, shared the same sentiment as Sukhraj when I asked about the effectiveness of LinkedIn photo frames.

“While the #OpenToWork and #Hiring photo frames initially served a useful purpose by helping individuals easily identify those seeking or offering job opportunities, the current job market's volatility and high number of individuals using these frames have diminished their effectiveness,” says Bazile.

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“As the frames have become more prevalent due to increased layoffs, they may no longer have the impact they once did when first launched.”

And she makes a good point about layoffs. So far in 2024 , over 74,000 employees have been laid off, including nearly 300 tech companies.

Unpacking the Hot Takes

Regardless, Bazile said she wouldn't categorize the #OpenToWork photo frame as “a signal of desperation or harmful to job-seeking candidates.”

Though she does suggest that there are better ways to make yourself stand out.

“Personally, I have found more impact in actively engaging on LinkedIn, interacting with content from key figures and utilizing the platform's tools to connect with relevant job opportunities,” says Bazile.

“It's important to adapt and refine our strategies as the platform evolves. While I wouldn't discourage the use of photo frames, I recommend incorporating additional approaches to effectively reach your target audience.”

Let’s face it — there are approximately 40 million people searching for jobs on LinkedIn every week. In today’s job market, it’s important to build your network, start conversations, and create a plan to make yourself stand out.

The Bright Side

Sukhraj did have some good news to share on the photo-frame front.

“I will say, when I initially posted a feed update when adding the [#OpenToWork] frame, I received messages from several recruiters within seconds,” says Ramona.

“This makes me believe some folks are tracking the hashtag or perhaps even particular job titles."

And this makes sense — data shows that 77% of employers are still using LinkedIn to source candidates.

But I’d say the biggest takeaway here is that LinkedIn photo frames are still just one small part of a larger strategy.

The Bottom Line

To answer the overarching question posed in this article, I’d say yes — LinkedIn photo frames can actually be helpful. But they’re not made to stand on their own, and you’ll still need to do the heavy lifting to land your next gig.

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Sports Marketing and Tourism Account Program (STAMP) Guidelines 2023 – Archived

• April 19, 2023