I recently went one on one with Victoria Cimino, President and Chief Executive Officer of Visit Williamsburg.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Victoria: The second I tell someone that I’m from Akron, Ohio, I immediately follow up with, “Did you know that Akron is the Tire and Rubber Capital of the World?” I suppose destination marketing has always been in my blood; I’ve always loved the details that make a place special.
Most people don’t realize that destination marketing is more than selling hotel rooms and attraction tickets, it is the lifeblood of economies across the globe. It impacts jobs, livelihoods, infrastructure, and so much more. I’ve been fortunate that my career has taken me to places like New Hampshire, Massachusetts, and Williamsburg.
I’ve consistently taken on roles with organizations that require some level of transformation. Leading shifts in culture, structure, process, etc. It’s rarely a popular position to be in. Overcoming the obstacles is where the real lessons are learned.
Adam: What are the best leadership lessons you have learned from leading an organization?
Victoria: I’ve never been in a position where I looked at something that’s working and said, “change it.” However, evolution is constant. Refining my change management skillset has been critical.
Adam: In your experience, what are the defining qualities of an effective leader?
Victoria: Flexibility, strong communication skills, resourcefulness, creativity, and empathy.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Victoria: Model the way. The achievement of business goals takes place within an environment of high expectations – of yourself and those around you.
Adam: What is your best advice on building, leading, and managing teams?
Victoria: There will always be new challenges. Look for curiosity, humility, presence, courage, and learning agility. Anyone can find fault in an organization. A desire to participate in change is where people define themselves.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Victoria:
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Think horizontally, as well as vertically.
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Stretch your team beyond its’ comfort zones.
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Focus on growth.
Adam: What are your best tips on the topics of marketing, branding, and recruiting?
Victoria: Your personal opinion should never take precedence in marketing and branding decisions. Data and research should drive strategic marketing decisions. Always.
Nothing is more important than hiring people; talent and culture are critical components of an organization’s success. Recruitment needs to be consistent, process-oriented, and thorough.
Adam: What is the single best piece of advice you have ever received?
Victoria: “Don’t let ‘em see you sweat.” – Portraying a calm, collected demeanor has pulled me through countless situations where I was completely out of my league.
Adam: Is there anything else you would like to share?
Victoria: It is human nature to be comfortable in a silo. Encourage your team to think holistically.
