Rob O'Keefe, CEO See Monterey
Rob is an accomplished destination marketing leader, noted for his innovation, creativity and ability to successfully grow brands and evolve organizations. Above all, he is passionate about conceiving new ideas and leading teams to deliver uncommon success.
Rob brings more than 20 years of experience in marketing and strategy to his role as president and CEO of See Monterey, previously holding the position of chief marketing officer at the organization. In his time at See Monterey, he has led the rebranding of the destination, developed a first-of-its-kind sustainable tourism program called Sustainable Moments, and guided the expansion of See Monterey's Group Sales and International business development strategies.
Since stepping into his current role, Rob has led the organization and destination through the coronavirus pandemic, using crisis as an opportunity to form strong bonds with industry partners, the local community and stakeholders at the city, county and regional levels. His leadership helped to solidify the hospitality and tourism industry as an invaluable driver of the local economy. Rob led the development of See Monterey's first-ever Five-Year Strategic Marketing Roadmap to further guide the organization in the push for Monterey County’s economic recovery. As CalTravel’s Sustainability & Stewardship Committee Chair, Rob advises on sustainability efforts for organizations statewide, further reinforcing Monterey County’s ethos in responsible travel.
Prior to joining See Monterey, Rob was a top strategist for the Las Vegas Convention and Visitors Authority marketing program including guiding the development of the iconic “What Happens Here, Stays Here” campaign. He also created the Vegas Uncork’d event, which Eater.com called “the world’s most innovative” culinary festival. He has led brand marketing programs for hotels and resorts and worked in all areas within the hospitality industry. Rob has participated in numerous Visit California committees including Visit California’s new “Meet What’s Possible” campaign targeting professional meetings and events.