Vicki Higgins

Vicki Higgins head shot
CEO, ConneXion Partnerships
JSB Collaborator

Vicki Higgins is a JSB collaborator and the CEO of ConneXion Partnerships. ConneXion is using the power of sponsorship to connect brands with communities for good. Vicki is the go-to sponsorship strategist for the tourism industry. She blends the practical aspect of sponsorship strategy and sales with a unique way to align brands with cities to achieve elite business results.

Vicki offers more than 20 years of experience to her clients. She was the Executive Vice President and Chief Marketing Officer for Newport Beach & Company. Vicki worked with the Executive Team to create the company’s strategic plan, marketing vision, and development of Newport Beach & Company as the umbrella organization to market the overall destination with offices in the U.S., U.K, Australia, and China. She created multiple business units to market the destination for tourism, cultural events, restaurants, small business, and even a TV station. Vicki headed up all marketing including online and social media, advertising, e-communications, public and media relations, brand and graphic design, travel trade, international marketing, and community relations. 

Previously at The Los Angeles Convention and Visitors Bureau, Vicki served on the Executive Team to lead Business Development & Strategic Partnerships. Vicki received the Award of Excellence by the City of Los Angeles and Mayor Villaraigosa for her development of the DineLA initiative.  Vicki handled Marketing & Strategic Partnerships at ATA – American Trans Air.  She was the primary negotiator in high-level sponsor presentations in more than 38 markets across the U.S. with executives of the NBA, NFL, MLB, and NHL teams. Vicki managed the domestic and international marketing initiatives for the airline and handled crisis communications following the tragedy of 9-11. Vicki launched her marketing career with the Indiana Pacers NBA Basketball Team & Entertainment Company, she played a key role in Marketing and Client Services to manage events and game operations for over 20,000 people at more than 200 events per year.

Vicki is originally from Indiana and now lives in Palm Desert, California. Vicki earned a bachelor’s degree in sports marketing from Indiana State University and her MBA from Indiana Wesleyan University. Vicki is a Certified Destination Management Executive – a certification held by fewer than 500 people in the world.  In her free time, she is a bit of an adventure junkie and loves life!  Some of Vicki’s feats include having rappelling down the outside of a 30-story building in Los Angles, taking on a level 5 white water rafting, and cliff jumping. She enjoys traveling the world, hiking, yoga and wine – not at the same time! She is mom to a 7-year-old rescue cat Izzy, and loves quality time with friends and family.

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