Travel Industry Sales Manager

San Francisco Museum of Modern Art

Full-time Non-agent travel job San Francisco, CA

We seek a creative tourism sales and marketing guru, who is looking for a mission-driven opportunity. Join us.

The Travel Industry Sales Manager reports to the Director of Marketing + Sales and develops and executes all aspects of the Museum's tourism marketing and sales activities within the US and international markets. Core focus is on the development of annual contracts and tour operator agreements that will realize annual revenue, ticketing and attendance goals.

Tourism marketing efforts include, but are not limited to, the development, supervision and timely coordination of an annual strategic plan for marketing, promotion, public relations, special events and tourism activities. The Travel Industry Sales Manager oversees and executes the Museum's relationships and associations with a wide variety of external travel and tourism-related businesses and partners. An important component of the position is the integration of market trends and visitation analytics to support the Museum's global, domestic and local outreach efforts in the travel and tourism-related business area.



  1. Responsible for meeting and growing sales revenue from tour operators and travel industry partners.
  2. The focus will be on maximizing sales for the following key segments:
  3. Individual travel, otherwise referred to as Fully Independent Traveler (FIT) coming from all source market including domestic and international.
  4. Group travel, which refers to a group of people coming from all source markets including, local, domestic, and international.
  5. Research, identify and capitalize on travel trends and closely monitor the Museum's key source markets and market segments as outlined in the previous bullet; implement benchmarking strategies to track and monitor the museum's international visitor segment growth and opportunities, and align the tourism marketing program accordingly.
  6. Manage and oversee China strategy and investment with current consulting partner; work hand-in-hand with consultant to provide content ideas and assets, and ensure creation of KPIs for all new and existing programming investments.
  7. Negotiate and execute all contracts.
  8. Create, develop and manage a profitable annual tourism marketing program to keep the Museum front of mind with tourists researching or planning travel to San Francisco. Campaigns will be across all platforms, including paid media, promotions, institutional website, online campaigns and social networks.
  9. Create strategic partnerships (often referred to as co-op marketing programs) or unique revenue-driving promotions, in collaboration with travel trade industry partners:
  10. Tour operators
  11. Other organizations (e.g. San Francisco International Airport-SFO)
  12. Associations (e.g. Meeting Planners International-MPI)
  13. Participate in industry trade shows, events and sales calls on a local, domestic and international basis to generate contract opportunities.
  14. Initiate and manage tourism partnership and promotions with SF Travel, the City's Convention and Visitors Bureau, including exploiting activity at the Moscone Convention Center.
  15. Initiate and manage tourism partnership and promotions with Visit California.
  16. Work with internal marketing colleagues to keep international social platforms aligned with brand, and collaborate to develop and implement B2C and B2B promotional pieces (email newsletters, sales collateral, sales videos) for tourism industry and international audiences; manage respective mailing lists and database for distribution.
  17. Develop and implement a hotel outreach program to San Francisco bay area hotels.
  18. Assist the Communications department in creating the tourism communications strategy in line with the tourism sales strategy.
  19. Assist as required with all media and public relations outreach to the travel trade industry
  20. Collaborate with the Visitor Experience department and other Museum departments to develop new promotional strategies that maintain the integrity and unilateral operations of all Museum activities.
  21. Collaborate with the Visitor Experience department to help identify onsite improvements and/or needs that demonstrate the museum's commitment towards being a more internationally-friendly institution.    
  22. Create and manage the annual department operations and sales and marketing budgets.
  23. Produce timely reports of marketing activities as needed by executive staff.



Education and Training:

  1. Bachelor degree in a related field from an accredited college or university.

Work Experience:

  1. Extensive marketing and sales experience required.
  2. Minimum of five-to-seven years of sales and marketing experience in the tourism industry.
  3. Minimum of 4 years of direct sales experience in working with the travel industry including: tour wholesalers, tour operators, receptive operators and travel agents.

Skills and Abilities:

  1. Ability to speak a foreign language preferred. Bilingual (spoken and/or written) in Spanish, Cantonese, Mandarin, or other non-English language preferred.
  2. Demonstrated ability to execute successful tourism programs.
  3. Skill in creating, planning and delivering creative and compelling marketing and sales strategies.
  4. Solid analytical and financial skills with working knowledge of Word, Excel, PowerPoint
  5. Tessitura or equivalent CRM experience required.
  6. Entrepreneurial, results-driven, energetic, dedicated, diplomatic, and able to maintain a sense of humor and grace under pressure.
  7. Creative salesperson with excellent organization, planning and administrative skills, with ability to prioritize and coordinate multiple activities to meet deadlines.
  8. Ability to interact in an effective, tactful, and professional manner with visitors, colleagues, museum leadership, artists, VIP's, and trustees.
  9. Team player with proven ability to work collaboratively within complex and highly matrixed organizations, as well as build relationships with external constituencies.
  10. Excellent verbal and written communication skills, must be comfortable with speaking before small and large audiences.
  11. Experience with CRM and digital engagement.
  12. Experience with developing and maintaining budgets.
  13. Knowledge of PC-based software, including Outlook, Word, PowerPoint, Excel, Photoshop, project management applications such as Teamwork, Asana or Basecamp.


Physical demands: Combination of sedentary and active work. Must have an active/daily presence in the public spaces of the museum, in order to be able to inspect work visually and have face-to-face communication with front line staff and visitors.

Special environmental factors: Public and office environment. Work schedule includes regular travel, possibly extensive, occasional evenings and weekends.