Chief Digital And Analytics Officer, Co-founder at Entrada Insights Inc.

BS From University of Colorado Boulder
Salt Lake City, Utah

Entrada Insights Inc.

Chief Digital And Analytics Officer, Co-founder
Strategy and consulting for forward-thinking data-centric destination management and marketing organizations.
June 2019 - Present
(1 year and 3 Months)

Utah Office of Tourism

Associate Managing Director
• Expanded responsibilities from Director of Communications and Digital Strategy to include oversight for consumer marketing in six international markets along with domestic digital channels, public relations, website and publications. • Recipient of the inaugural Peter Yesawich award by MMGY Global for effective use of data and research to achieve marketing excellence in 2017.• Initiated the migration of statistical data and analytics from spreadsheets and individual systems into an automated, centralized data repository to allow for better analysis and streamlined decision making. Currently selecting an analytics firm to build predictive models to optimize digital marketing expenditures and better measure performance. • Continued to find innovative ways of utilizing marketing technology to better serve travelers and accomplish UOT's business objectives. Initiatives include being an early adopter of VR to provide a virtual trip to Utah for international travel agents, creating a chatbot to nudge visitors to Zion national park away from crowded hikes and peak times of day and implementing live chat on our website to provide high-touch customer service to travelers displaced by a Federal Government shutdown. • Co-created the Utah Red Emerald initiative, a set of six strategic principles to guide the next decade of growth in Utah's tourism industry. Core elements of Red Emerald include a focus on attracting visitors who stay longer, spend more and integrate more deeply in a community, community-led tourism development planning and using customer service as a strategic differentiator to other tourism destinations. … see more
October 2017 - June 2019
(1 year and 9 Months)

Utah Office of Tourism / Governor's Office of Economic Development

Director Of Communications & Digital Strategy
• Increased UOT website traffic by 200% in three years by leading the redevelopment of UOT’s consumer-facing website,, to allow for greater scale and future growth opportu- nities. Redesign also resulted in increased session duration, return visits and decreased bounce rate. The new website redesign and mobile optimization strategy was selected by Google as a case study on successful mobile strategies.• Developed a measurement methodology for digital marketing efficiency, based on statistical analysis to determine which digital marketing metrics were most predictive of hotel and airline bookings. Findings confirmed click-through rate is not a predictive KPI for future travel behavior and allowed for digital marketing programs to be optimized based on post-impression rate. Standardizing campaign performance allowed for deeper analysis and optimization of campaign expenditures. • Led the strategy and development of a cohesive and compelling multi-channel content mar- keting program distributed through native content, consumer email, digital video, organic and paid search and social media. His team’s work has won numerous industry awards for printdesign, campaign execution, digital marketing and creative public relations strategy.• Cultivated a strong team oriented toward growth, experimentation and personal responsibility. Reshaped individual team roles around strengths, hired new employees and mentored team members through stretch assignments into project leadership roles. Facilitated team chemistry through open communication, group discussions on visionary ideas and collaboration across disciplines. … see more
July 2013 - October 2017
(4 Years and 4 Months)

Governor's Office of Economic Development/Utah Office of Tourism

Content and Social Media Manger
- Create and execute UOT's social media and content strategy. - Develop compelling, engaging content for Web site, partners and social media channels (Facebook, Twitter, Pinterest, etc)- Track social and Web site metrics to improve engagement with UOT's audiences and demonstrate ROI to organization. … see more
April 2013 - July 2013
(4 Months)

Kinghorn Visual

President, Kinghorn Visual Inc.
• Through consulting and training, Kinghorn helped corporate and private clients to use visual media and emerging platforms to meet their business goals, develop new revenue streams and expand their visual presence.• Developed training programs for clients like the Rocky Mountain News and Cabelas to improve the efficiency and accuracy of their digital production work ow while increasing the skill and capacity of their team.Key Accomplishments• Authored/co-authored three books including Perfect Digital Photography, which continues to be used as a college-level textbooks and has been translated into Spanish, Russian and Mandarin.• Developed curricula and delivered presentations for three national speaking tours sponsored by Sony, Adobe and Popular Photography magazine, and the American Society of Media Pho-tography and Library of Congress.• Taught alongside National Geographic and Pulitzer Prize-winning photographers in Spain, France, Qatar, Scotland and the United States for National Geographic Photo Camps and First Light workshops.• Tapped to develop the internal digital imaging department and pre-press work ow at the Rocky Mountain News.• Chosen as Olympus Visionary-sponsored photographer for my creative use of technology, educational outreach and forward-thinking approach to photography and visual media. … see more
January 2010 - April 2013
(3 Years and 4 Months)

RGB Imaging

Founded RGB Imaging, a digital publishing workflow consulting and training firm. In this role, Mr. Kinghorn developed into a nationally recognized Adobe Photoshop, digital workflow, color management and digital asset management consultant and trainer. He specializes in adapting curriculum to meet the learning objectives of the group, adapting content to meet the specific needs of individuals and emphasizing the strengths of the delivery medium. … see more
January 2000 - April 2010
(10 Years and 4 Months)

University of Colorado Boulder

Religious Studies