Richmond Region Tourism names inaugural chief growth officer

Richmond Region Tourism has named Vice President of Sales Jerrine Lee its first chief growth officer, as it rolls out a new plan to boost tourism.

In her new role, Lee will lead the departments that drive visitors, marketing, sales and visitor experience. She will use data and insights to help increase visitors to the Richmond region. In 2025, she was recognized as a Virginia Black Business Leaders Award winner.

“Jerrine is a dynamic and collaborative leader, and I’m excited she is taking on this new role for the organization,” said Richmond Region Tourism President and CEO Katherine O’Donnell.

The nonprofit tourism group said the change is tied to a new strategic plan focused on boosting sales and marketing, supporting new tourism projects and strengthening community relationships. Richmond Region Tourism plans to unveil the plan May 1.

Lee has been with the organization since 2016. Other roles she’s assumed include convention and sports services manager, sports development manager, director of sports development and vice president of sports.

“The Richmond region is a one-of-a-kind destination with incredible assets and facilities, and exciting upcoming developments,” said Lee in a statement. “I look forward to building on our strengths and working alongside our all-star team and partners to grow tourism’s impact on our economy and community.”

Richmond Region Tourism also announced last week that it promoted three other employees as part of the realignment:

• Mike Kerr, director of finance, was named director of finance administration and now oversees IT support, personnel administration and compliance in addition to finance.
• Grantland Steele, an administrative coordinator, was promoted to manager of executive and board operations, overseeing board governance, executive support, office management and special projects.
• Morgan Kenley, a sports and events specialist, was promoted to sports events manager and will work with jurisdiction liaisons to support events brought to the region.

Richmond Region Tourism traces its roots to the Richmond Metropolitan Convention & Visitors Bureau, a nonprofit that has been tax-exempt since 1989 and rebranded in 2013. The organization markets the region to convention, meeting, sports tournament and group tour planners, as well as leisure visitors, on behalf of seven localities: Chesterfield, Hanover, Henrico and New Kent counties; the cities of Richmond and Colonial Heights and the town of Ashland.

The organization says monthly hotel occupancy and room demand in the region continue to outpace state and national trends. In 2024, the Richmond region hosted 18.3 million visitors who spent $3.9 billion.