Michael Matthews - Chief Marketing Officer at Western National Parks Association
Name: Michael Matthews
Position: Chief Marketing Officer (CMO)
Company: Western National Parks Association (WNPA)
Location: Tucson, AZ
Background and Expertise
Michael Matthews joined the Western National Parks Association (WNPA) as Chief Marketing Officer on March 20, 2023. He brings over twenty-five years of marketing leadership experience to the organization. Matthews has a comprehensive background in both agency-side and brand-side marketing, having led teams for several top-tier brands, including Allstate, Amtrak, Southwest Airlines, University of Chicago Medicine, and Best Western Hotels & Resorts.
Professional Achievements
- Founder of Matthews Marketing Consultancy (MMC): Successfully collaborated with executive teams to achieve growth and positive revenue.
- Board Director at Grand Canyon West: Contributed to a major tourism destination managed by the Hualapai Tribe, demonstrating a deep respect for the tribe's cultural and spiritual connection to the environment.
- Leadership Roles at Starcom MediaVest Group: Played a significant part in leading the Chevrolet division during a pivotal period for General Motors.
Marketing Expertise
Michael Matthews has deep experience in multiple industries, focusing particularly on:
- Outdoor Recreation
- Diversity and Inclusion
- Travel and Tourism
- Environmental and Sustainability Causes
- Destination Marketing
- E-commerce
Role at WNPA
In his role as CMO, Michael Matthews is responsible for:
- Strategic Marketing and Communications
- Revenue Diversification
- Brand Awareness
These responsibilities aim to support WNPA's partner parks and the National Park Service (NPS), enhancing the visitor experience and broadening the organization's mission.
Personal Passion
Matthews has been an avid supporter and user of national parks from a young age. His personal commitment to the parks includes visiting, camping, backpacking, kayaking, and hiking in over 40 national parks. This passion for public lands aligns closely with his professional endeavors, making his role at WNPA particularly synergistic.
Leadership Team
- Marie Buck: President & Chief Executive Officer
- Christine Horvath: Chief Financial Officer & Executive Vice President of Operations
- Lauren Mooney: Chief Revenue Officer & Vice President of Partnerships
- Michael Matthews: Chief Marketing Officer
WNPA Overview
WNPA is a nonprofit education partner of the National Park Service. Since 1938, WNPA has supported parks across the Western United States by developing products, services, and programs that enhance the visitor experience and promote understanding and appreciation of national parks.
Headquarters:
12880 N. Vistoso Village Dr., Tucson, AZ 85755
Contact: 520-622-1999
Official Website: [WNPA](https://www.wnpa.org)
By consistently aligning his professional skills with his personal love for national parks, Michael Matthews continues to build on WNPA’s growth initiatives and mission to make the national park experience possible for everyone.
