Jennifer Griswold

Jennifer Griswold, director of marketing, oversees all marketing efforts for Future Partners. She administers the social media, email marketing, website, The State of the American Traveler livestreams, promotions, and conference and sponsorship planning initiatives. Jennifer has been with Future Partners since April 2023 and before that spent 10 years as a state tourism researcher across three states. Prior to state-level tourism, Jennifer worked in hotels and pursued a master’s in business administration in marketing from the University of Arkansas Little Rock. She is currently serving her second term on the Travel and Tourism Research Association’s International Board of Directors and is a regular public speaker including key events such as Destinations International Annual Conference, Marketing Outlook Forum, and IPW. In her free time, Jennifer enjoys hiking, biking, and traveling with her family. She and her husband are currently working through visiting all the MLB stadiums and completing their MLB passport book. 

“Data are not taken for museum purposes, they are taken as a basis for doing something. If nothing is to be done with the data, then there is no use in collecting any. The ultimate purpose of taking data is to provide a basis for action or a recommendation for action. The step intermediate between the collection of data and the action is prediction.” W. Edwards Deming 

Jennifer is driven, dedicated, and inspired by the creative process of using data to share stories. She’s focused on ensuring that Future Partners supports the needs of travel brands and their ability to communicate their value and drive decisions. 

Jennifer’s favorite trip was a family trip to California in 2022. She and her family visited Dodger Stadium and Angel Stadium, Disneyland and California Adventure, and unsuccessfully attempted surfing with their first lessons.