Rob O’Keefe

Rob is a dynamic destination marketing leader known for innovation, creativity and driving brand growth. He is passionate about leading teams and pushing boundaries to deliver exceptional results and uncommon success. 

With over 25 years of experience in marketing and strategy, Rob serves as president and CEO of See Monterey, following his tenure as chief marketing officer for the organization. Under his leadership, See Monterey revised its Vision and Mission, rebranded the destination and strategically expanded Group Sales and International business development efforts, positioning Monterey to emerge from the global pandemic stronger and more connected than ever.

Rob has led the organization and destination through the challenges of the coronavirus pandemic, transforming the crisis into an opportunity to strengthen relationships with industry partners, the local community and stakeholders at city, county and regional levels. His efforts have solidified the hospitality and tourism industry as a vital driver of the local economy. He spearheaded the creation of See Monterey’s first Five-Year Strategic Marketing Roadmap to accelerate Monterey County’s economic recovery.

An active leader in the tourism industry, Rob participates in several Visit California committees, including the new “Meet What’s Possible” campaign, which promotes professional meetings and events. He was also the inaugural Chair of the California Travel Association’s Stewardship Committee.

Before joining See Monterey, Rob was a top strategist for the Las Vegas Convention and Visitors Authority, where he played a key role in developing the iconic “What Happens Here, Stays Here” campaign. He also created the Vegas Uncork’d event, described by Eater as “the world’s most innovative” culinary festival. Rob has led brand marketing programs for hotels and resorts and gained experience across all facets of the hospitality industry.