As the Chief Marketing Officer at the Western National Parks Association (WNPA), Michael Matthews leverages over 25 years of extensive experience in global marketing and brand development to enhance the organization’s mission of connecting new generations to the beauty and significance of national parks. Under...
As the Chief Marketing Officer at the Western National Parks Association (WNPA), Michael Matthews leverages over 25 years of extensive experience in global marketing and brand development to enhance the organization’s mission of connecting new generations to the beauty and significance of national parks. Under his leadership, WNPA has embarked on several key projects aimed at enriching the visitor experience while fostering a deep appreciation for the natural world. Michael's expertise in marketing strategy and brand development has been instrumental in launching innovative campaigns that not only promote tourism and outdoor recreation but also drive eCommerce initiatives and retail growth within park stores.
Michael's strategic vision encompasses a holistic approach to communications, integrating public relations, media strategy, and content management to create a cohesive brand narrative that resonates with diverse audiences. His proficiency in data-driven marketing program management ensures that WNPA’s initiatives are backed by robust analytics, allowing for continuous optimization of marketing efforts. By implementing advanced customer relationship management (CRM) systems and marketing automation tools, he has significantly improved engagement and retention rates among park visitors and supporters.
Moreover, Michael is dedicated to fostering a culture of advocacy for national parks, recognizing that education and outreach are vital to sustaining these treasured landscapes. His leadership extends beyond marketing; as a Board Director, he actively contributes to shaping the strategic direction of WNPA, ensuring that the organization remains at the forefront of conservation and education efforts. Through his innovative go-to-market strategies and a commitment to enhancing the overall visitor experience, Michael Matthews is not only driving WNPA’s growth but also inspiring a new generation of park advocates.
