Five key leaders’ step into expanded roles, reflecting Visit Milwaukee’s commitment to recognizing exceptional performance.
MILWAUKEE – Following a year of record-breaking results for Milwaukee’s tourism industry, Visit Milwaukee is promoting five leaders across its sales, marketing, partnerships, and sports tourism teams. In 2025, the organization booked 328,659 room nights, 114% of its sales goal and a 14.4% increase year-over-year, including 79,424 room nights from Sports Milwaukee events that will generate $125 million in economic impact. The promotions recognize the leaders helping drive Milwaukee’s growing national visibility and visitor economy.
“These promotions reflect the talent, dedication, and forward-thinking leadership that power Visit Milwaukee every day,” said Peggy Williams-Smith, President and CEO of Visit Milwaukee. “Each of these individuals has played a meaningful role in driving results for our partners and elevating Milwaukee’s profile on a national stage. Their expanded leadership aligns with our vision for the future and ensures we continue building momentum for the city we are proud to represent.”
Leslie Johnson has been promoted to Chief Sales Officer after leading the team that booked more than 328,000 room nights in 2025. A respected leader with a proven record of building strong client relationships and driving convention and meeting growth, Johnson will oversee strategic sales initiatives that expand Milwaukee’s presence in key markets and fuel long-term economic impact. In 2025, the International Association of Exhibitions and Events® (IAEE) honored Johnso with its Outstanding Marketing & Sales Award, which recognizes an IAEE member’s outstanding achievement in marketing and sales activities, including outstanding performance in total event revenue/profit, advertising revenue, attendance, sponsorship revenue, exhibit space sales, and customer service.
Laura Nelson has been promoted to Director of Group Sales. Recently named a Top Industry Leader by Smart Meetings Magazine, Nelson brings deep expertise in client engagement, destination marketing and convention sales strategy. Her work continues to secure high-value meetings and events that bring energy, opportunity, and new visitors to Milwaukee.
In the Partnership Department, Bryan Kubel has been promoted to Director of Partnership and Business Development. In this expanded role, Kubel will lead efforts to strengthen community partnerships, create innovative collaboration opportunities, and deliver meaningful value to stakeholders across Milwaukee’s hospitality ecosystem. In 2025, Kubel helped welcome 182 new partners and led a record-breaking August Partner Mixer at the Air Refueling Wing that brought together 345 partners.
Alex Zimdars has been promoted to Senior Performance Marketing and Analytics Manager. As Visit Milwaukee’s in-house leisure media buyer, Zimdars recently spearheaded the City of Festivals campaign, which received a silver HSMAI Adrian Award in the 2026 awards program. Her work also advances Visit Milwaukee’s data-informed marketing strategy, ensuring campaigns are strategic, measurable, and aligned with the evolving needs of visitors and partners. Alongside Director of Community Engagement & Inclusion Tony Snell Rodriguez, she champions Visit Milwaukee’s Tourism for All efforts. This is in addition to her constant work on the Milwaukee Theater District, a marketing collective charged with elevating Milwaukee’s performing arts and live events scene.
Devric Hitchcock has been promoted to Sports Milwaukee Retention Specialist. In this role, he will focus on strengthening relationships with our annual events to ensure these organizations continue choosing Milwaukee to host competitions that bring athletes, families, and fans to our city. His work plays an important role in Sports Milwaukee’s continued success in positioning the city as a competitive and welcoming destination for regional and national sporting events. In addition, Hitchcock launched Sports Milwaukee’s social media channels, helping increase awareness of the commission’s work and mission.
These leadership advancements align with Visit Milwaukee’s long-term strategy to grow visitation, expand strategic partnerships, and enhance data-informed decision-making. By investing in proven talent, the organization reinforces its commitment to collaboration, innovation, and sustainable growth that benefits the entire city.
For more information about Visit Milwaukee and its mission to drive economic impact through tourism, visit visitmilwaukee.org. Headshots are available here.
About Visit Milwaukee
Visit Milwaukee creates economic impact and supports a stronger, more inclusive community by promoting the Greater Milwaukee area as a premier tourism destination. Strengthened by Visit Milwaukee’s dynamic convention and leisure marketing initiatives, tourism to Milwaukee contributes $6.388 billion to the local economy, supporting nearly 44,000 hospitality employees. Visit Milwaukee has over 1,000 partners, including hotels/motels, restaurants, attractions, services, and area businesses. The Wisconsin Center District, with its recently completed $456 million Baird Center expansion, the city of Wauwatosa, and Potawatomi Casino | Hotel are strategic partners with Visit Milwaukee, providing funding support for conventions and tourism programs. For more information, call (800) 554-1448 or visit www.visitmilwaukee.org.
