Introduction

The Wisconsin Department of Tourism (WDT) promotes and elevates the state’s brand through effective marketing to drive economic impact for all Wisconsinites. We are the proud home of Travel Wisconsin, the official destination marketing organization for the State of Wisconsin, the Office of Outdoor Recreation and Film Wisconsin.

Travel Wisconsin inspires travelers to experience Wisconsin and make lasting memories. Wisconsin’s natural beauty, incredible culinary scene, spirited events, cultural offerings, and vibrant tourism businesses make this state a wonderful place to visit, live and work. Our team at Travel Wisconsin showcases this every day, marketing the state as a premier travel destination to consumers while driving economic impact to Wisconsin’s 72 counties and 11 tribal nations.

Position Summary

The Chief Revenue Officer (CRO) is a senior executive responsible for developing and executing integrated B2B revenue generation strategies that strengthen the state of Wisconsin’s visitor economy, increase tourism-related economic impact and position the state as a premier destination for leisure travel, business events, sporting events, film production, and outdoor recreation.

Reporting to the Deputy Secretary, the CRO provides strategic leadership across multiple business development functions, aligning industry partnerships, destination marketing, business attraction, and sales efforts to maximize visitor spending, investment, and economic growth. The CRO serves as a key member of the executive leadership team and works collaboratively with tourism industry stakeholders (destination marketing organizations, state-wide associations, attraction and tourism businesses, film and outdoor recreation stakeholders), state agencies, elected officials, to advance statewide economic development.

The Chief Revenue Officer leads the Market Development Bureau, comprised of Industry Relations, Outdoor Recreation, Film Wisconsin, and group travel, ensuring alignment with strategic goals and priorities connected to an overarching statewide revenue strategy. The CRO will supervise four positions: the Industry Relations Director, the Office of Outdoor Recreation Director, Film Wisconsin Director, and Group Travel Manager.

The CRO will leverage economic data insights through WDT’s multiple platforms to inform the Revenue Bureau’s strategy and serve on the executive leadership team, contributing to strategic organization-wide priorities. The CRO ensures contract management and project management executed by the Market Development Bureau aligns with the organizational

For more information, please view the complete Chief Revenue Officer position description.

Salary Information

Starting hourly rate for the Chief Revenue Officer (Classification: Administrative Manager) position will be between $45.00 - $61.08 per hour, depending on qualifications and experience. This classification is assigned to pay schedule/range 81-01. A two-year trial period may be required. Current state employees will be compensated in accordance with the current State Compensation Plan.

Our competitive benefits package features:

State Employee & Retiree Health Plan including health, dental and wellness benefits, and supplemental Vision Insurance, Accidental Death & Dismemberment, Long-Term Care Insurance and Pre-Tax Savings Accounts (for health, dental, vision, day care and commuter expenses).
WRS Retirement Benefit pension plan that is intended to provide you with a lifetime retirement payment. It offers an employer match and lifetime retirement payment, plus an optional tax advantaged 457 retirement savings plan.
Substantial leave time including at least 3.5 weeks of vacation to start, 9 paid holidays and ample accrued sick time that rolls over each year.
Accumulated Sick Leave which allows retirees to convert unused sick leave into credits to help pay for health insurance premiums.
Disability Benefits to cover the possibility of becoming disabled while working for a WRS employer making you eligible to receive disability benefits that will give you income for the time you are unable to return to work.
An Income Continuation Insurance that replaces a portion of your income if you are unable to work because of sickness or injury (both short and long term).
Group Life Insurance providing life insurance coverage up to five times your annual earnings and covers death and dismemberment.
Well Wisconsin Wellness Program with tools and resources to help set health and well-being goals, track progress, stay motivated, and earn incentives.
A free and confidential employee assistance program that offers employees and their immediate family dependents a variety of tools, resources, and professional consultation services to support their health, goals, and overall well-being.

In addition to our generous employee benefits, we strive for inclusivity and celebrate different religious holidays and cultural observances and provide flexibility for utilizing paid time off for such celebrations.

Job Details

Due to the nature of the position, DOA will conduct background checks on applicants prior to selection. Tourism does not sponsor work visas. In compliance with federal law, all persons hired will be required to verify identity and eligibility to work in the United States, and to complete the required employment eligibility form upon hire.

This position is headquartered at the Madison oﬀice and will have the option of working remotely between 60 - 80%. Remote work options may change and or fluctuate at any time. The position requires some evening and weekend travel, including out-of-state travel a few times a year and may require international travel once or twice per year. This schedule may change based on organizational needs. All employees are required to come into the oﬀice for in-person collaboration meetings and trainings and to report to the Madison oﬀice on their first day of employment. High-speed internet access is required to meet the needs of remote work. Mileage is not reimbursable for in-office days.

Qualifications

It is critically important that your application materials clearly describe your experience related to the stated job qualifications.

Qualified applicants will have work experience with each of the following:

Experience as an executive leader and strategic manager.
B2B Revenue generation and economic development experience. This could include developing and executing integrated B2B revenue strategy, strategic business development strategies and oversight of B2B marketing and destination development programs.
Public-private partnership and stakeholder engagement. Includes developing and implementing comprehensive stakeholder engagement and outreach plans that led to collaborative marketing results.
Professional experience within the tourism or hospitality industry.
Experience managing comprehensive budgets, upholding financial procurement standards, and contract oversight.

In addition, well-qualified applicants will have professional experience in at least one of the following:

- Inter-Agency Alignment: Experience directly aligning bureau strategies with the executive team or office (e.g., Governor’s Office, Cabinet Secretaries, or Corporate C-suites).
- Tourism-Specific Sales: Direct experience leading statewide or regional sales efforts specifically targeting meetings, conventions, sports tourism, motorcoach/group tours and/or international audiences.
- Complex network governance. Experience managing relationships across multiple tiers of government (state agencies, elected officials, tribal nations) and state-wide industries (tourism, outdoor recreation, film, etc.)
- Destination Marketing specialization. State or national level experience preferred.
- International tourism strategy leadership. Experience leading cross-functional teams and managing international trade contractors to target foreign tour operators, wholesalers, and travel advisors.
- Niche Film Industry Acceleration: Experience driving economic growth within the film/digital media production economy or the outdoor recreation economy.

How To Apply

Apply online! To apply, click “Apply for Job” to start the application process. Then, you will access your existing account or to create a new account if you don’t have an account. Once you are logged in, click “Apply for Job.” Follow the steps outlined in the application process and submit your application. Please visit the Frequently Asked Questions section for general wisc.jobs user information and technical assistance.

Your letter of qualifications and resume are very important parts of your application and are used during our evaluation process to determine your qualifications as they relate to the job. Please review instructions on developing your resume and letter of qualifications.

Your cover letter is limited to a maximum of two (2) typed pages, single-spaced, no smaller than 10-point font, with 1-inch margins. Resumes should be limited to no more than two (2) pages (no format requirements). Pages more than the specified limits may not be evaluated. References are not necessary at this stage of the process.

Submitted materials will be evaluated and the most qualified applicants will be invited to participate in the next step of the hiring process for available vacancies.

Permanent classified state employees who are eligible for consideration (transfer or voluntary demotion) should complete the application process as described above by the stated deadline.

Note: Current Career Executives or those with reinstatement eligibility to Career Executive status should complete the application process to apply.

The State of Wisconsin is committed to providing opportunities to all applicants from all backgrounds. We also consider qualified applicants regardless of criminal histories, consistent with legal requirements. Any applicants and employees with a disability may request reasonable accommodations.

The State of Wisconsin offers a special program for qualified veterans with a 30% or greater service-connected disability. If you are a qualified veteran, please visit the Veterans Employment page for application instructions to be considered for the Veterans Non-Competitive Appointment (VNCA) program.

Questions can be directed to Pilar Blomquist at Pilare.blomquist@wisconsin.gov.

Deadline to Apply

Applicant materials are due by 11:59pm on Thursday, October 29, 2026.

State of Wisconsin - Tourism Jobs

Chief Revenue Officer - Career Executive