Staci Mellman leads the development of the Florida tourism brand, integrated marketing initiatives, and long-term strategic planning. As the CMO, she ensures that every initiative is strategically driven, measurable, and effective. Since joining the VISIT FLORIDA team, Mellman has been an integral part of developing the organization’s strategic plan, shifting to an audience segmentation approach, and evolving Florida’s brand advocacy platform, LoveFL.

With 17 years of experience in her field, Mellman is a seasoned creative marketer and event professional with a proven record of developing strategic marketing initiatives that increase awareness and brand value. Her work has resulted in national recognition on behalf of brands across disciplines including VISIT FLORIDA and PBS, as well as personal accolades including being named Tallahassee’s Top 20 under 40. She has an M.B.A from the Australian Graduate School of Management and a B.A in Sociology from The University of Texas at Austin.