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About the CMO

The Chief Marketing Office serves as the central resource for state marketing activity and acts as “steward of the Vermont brand.” 

We support outreach and marketing activities within individual state agencies and departments by providing strategic planning and tactical support. We can provide some ‘in-house’ graphic design services, and we can also refer agencies or departments to prequalified marketing vendors and master contractors for additional marketing and creative services.

Our centralized services enhance the efficiency and effectiveness of state marketing efforts through collaboration across state government, the use of consistent state branding, providing access to aggregated services and master contracts, and by leveraging public/private partnerships.

HISTORY AND STATUTES

The role of Chief Marketing Officer for the State of Vermont was created during the 2005 legislative session based on recommendations from a study of statewide marketing activity. The enabling legislation states, in part, “… It is the responsibility of the Chief Marketing Officer (CMO) to ensure consistency and efficiency in the use of state funds for marketing and promotional activities conducted by state agencies.”

Also in statute, Bulletin 3.5 (the guiding document to state contracting policies and procedures, issued by the Agency of Administration in 2008 and revised in 2019) requires that the Chief Marketing Officer approve all contracts for marketing services over $25,000.

MEET THE CMO TEAM

Heather Pelham, Commissioner, Department of Tourism and Marketing

Heather Pelham was appointed to role of Commissioner of the Department of Tourism and Marketing in November of 2019, after serving as the Chief Marketing Officer for the State of Vermont since June 2015. Pelham continues to serve a leadership role with the Chief Marketing Office. Prior to joining state government, Pelham was the managing partner of a central Vermont advertising and design firm, developing brand strategies and integrated marketing campaigns for small business, nonprofit and higher education clients. Also an accomplished designer, Pelham has 20 years of experience in creative strategy, graphic design, and web development. Pelham is a graduate of Brown University and lives with her family in Randolph Center.

Erin Robinson, Marketing Manager

Erin Robinson joined the Chief Marketing Office as Marketing Manager in October 2015. Erin graduated from Champlain College in May 2008 with a Bachelor’s of Science in Multimedia & Graphic Design. Her experience includes working as a Marketing Specialist at a consulting engineering firm, and prior to that as a freelance graphic design intern for the Champlain College Marketing Department and as an intern for Place Creative Company. She is a lifelong Vermonter and resides in Barre.

Elle O'Casey, Chief Marketing Officer 

Elle O’Casey joined the Chief Marketing Office in March 2022. Elle comes to this role with 13 years of experience in marketing and public outreach. Throughout her career, she has worked with business leaders, nonprofit groups, public officials, and community organizations to share their story and connect with a range of audiences. Most recently, Elle served as the Director of Communications for the Vermont Agency of Natural Resources. Prior to that, Elle worked for the National Park Service where she developed a series of nationwide public outreach campaigns. Elle received her undergraduate degree from Point Loma Nazarene University and her graduate degree from Oregon State University. She currently lives in Middlesex with her husband, Charlie.