Meet Our Team - Herrmann Global

Florian Herrmann

Founder & CEO

Originally from Germany, Florian came to the United States with one suitcase and one mission: finding the American Dream. Where is it? What is it? He defines the American dream by three things: walking with your eyes open, being thankful for the people you meet along the way, and refusing to settle for the average.

While studying tourism management in Italy, he learned that superior travel experiences are all about a connection to our five senses – how we see, hear, taste, touch, and smell the world around us. It is through his skills, energy, and passion for building those experiences for others that Florian has become a leader in creating innovative marketing and branding concepts for the world’s largest industry – travel.

In the United States, he gained most of his initial success by inspiring audiences and connecting travelers with dream vacations. Together with the team of the award-winning trip planning model YellowstonePark.com, he connected millions of domestic and international travelers to businesses and destinations in the Rocky Mountains. Today, he continues to be passionate about the “Power of Travel” and works to build tourism from the bottom up while empowering local stakeholders.

Florian holds a Master’s in Business and Sustainable Destination Management from George Washington University and is currently involved with tourism projects around the world.

Mary Herrmann

Co-Founder & COO

Mary is proud to say she was born and raised in Lander, Wyoming. After graduating with her B.S. in Equestrian Science, she enjoyed working with show horses which led to living in several states as well as traveling throughout much of the U.S. for horse shows and work. Her love of travel only increased when she got the opportunity to do several trips abroad. When Mary and Florian were introduced, they quickly bonded over a shared love of traveling and exploring new places.

Mary helped Florian start Herrmann Global in 2014, and has enjoyed working in the back end of the business as it’s grown over the last decade.

She’s grateful to be raising their kids in the beautiful town she grew up in, and loves sharing the natural “backyard” of the Wind River Mountains with her family. Her favorite way to enjoy the local scenery is by horse, mountain bike, or small feet leading the way.

Patricia Roos

VP Global Strategies

Patricia has always had a truly international spirit, having traveled since her early childhood and having studied, lived and worked in various countries since 2005. Throughout these years, she has gained a trilingual BSc in Tourism Management at the University of Bolzano (Italy), an MSc in Tourism Marketing at the University of Surrey (UK) and a global portfolio (i.a. in Germany, Spain, Italy, Japan and England) of varying experiences within the areas of communication, education, culture, business, travel, hospitality and marketing.

In 2013, she started her own business offering language related services, amongst others in the area of marketing, continuously succeeding to support her clients in striving towards the best results. Based on all this, she is convinced that only by applying a holistic view, challenges can be successfully overcome and great results achieved.

Casey Adams

VP of Client Services

Casey joined our team with the perspective of a writer, a member of a small DMO staff, and a traveler. She supervises all ongoing projects for accuracy and delivery on time. With her experience in content creation, marketing and PR, and destination marketing, she brings insights to all aspects of our work to best serve our clients and our audiences.

Casey was born and raised in Wyoming and returned to the Equality State after attending college at Duke University. She spends her free time training for triathlon and traveling as much as she can, domestically and internationally.

Manuella Arnolin

Global Marketing Manager

Born on a tiny Caribbean island in a family of nomads, Manuella had lived in more than 20 places before she even turned 18. This forged her love and curiosity for the world we live in and its creatures. She loves scuba diving and sees herself as a beach collector with a record of 74 beaches visited in one year. She has a passion for everything that helps people learn and grow from one another, like travel… or the internet!

Social media strategist and alumna from La Sorbonne, Manuella found her calling in social media at the early stages of the “web 2.0”. She worked with several businesses like Disney and PopSockets, and now as a part of our team, she makes sure that your message reaches your community online to help them live their best experiences offline.

Danella Myers

VP of Digital Strategy

Growing up in rural North Dakota, Danella developed an appreciation for lesser-known places. After graduating from North Dakota State University with a degree in Hospitality & Tourism Management, Danella spent over six years working for a small DMO.

Danella is excited to bring her tourism industry experience and passion for travel to the Herrmann Global team. In her free time, Danella enjoys sipping a good cup of coffee, experimenting with cooking and baking, and being outdoors.

Mathias Eichler

Developer

Mathias designs and builds clean, functional and beautiful websites. And he’s been doing that for over 2 decades. He also hosts a podcast on trail running and loves to explore the nearby mountains in Olympic and Mt. Rainier National Park. He organizes trail races and is the author of the book ‘Adventure Running’.

Another German on the Herrmann Global team, Mathias arrived in the PNW almost 20 years ago and now makes his home in Olympia, the capitol of Washington State with his wife and two kids.

Santiago Rodríguez

VP of Tourism Research & Strategy

Santiago is a truly international citizen. Originally from Ecuador, he currently lives in Germany, from where he pursues his passion: building international links to foster sustainable development through tourism.

His professional trajectory in tourism includes destination and project management, international market access and commercialization, local development, scientific research, international cooperation, and the application of cloud-based technology in tourism.

Santiago’s natural drive for connecting destinations with travelers in relevant ways led him to design and complete his Ph.D. on “International Market Access by Local Stakeholders”.

As a result, he has launched and provides mentoring for several initiatives in tourism innovation, international tourism distribution and higher education through research. In this context, Santiago has extensive experience working with public, private and non-governmental stakeholders to foster tourism as an effective means of development.

At Herrmann Global, Santiago contributes on the conception and implementation of data-driven strategies, based in tools that empower destination managers and host communities.

Kassia Vinsel

Creative Director

Kassia (known around the office as Kass) has a BFA in Fine Art and photography and recently graduated from Western Colorado University with an Outdoor Industry MBA. She has lived in Colorado, Utah, Alaska, and most recently Wyoming. She loves being able to mix her passions for art, creativity, the outdoors and traveling to the Herrmann Global team. In her free time you can find Kassia adventuring with her dogs, rock climbing, mountain biking, skiing, or enjoying some Mexican food!

Margo Stoney

Creative Strategist

Margo runs a boutique creative studio focusing on graphic design and branding where she dedicates using her creativity to help save the planet. Through design and visual language, she helps sustainably-minded brands and nonprofits tell their unique story. In her free time, she enjoys snowboarding, forest walks, fly fishing, travel, art and birding. She lives in Missoula, Montana with her husband, Isaac, and dog, Rico, but you’ll often find her on the road or exploring a foreign land whenever possible. She’s a member of 1% for the Planet and a small business partner of Leave No Trace.

Shannon Lowery

Content Director

Shannon was born and raised in central Pennsylvania but today considers Savannah, Georgia, home. A classical ballerina turned destination marketing enthusiast, she began her travel industry career at Visit Savannah before joining the team at Herrmann Global. She flexes her creative muscles through collaborative, innovative integrated marketing projects, especially with social and nontraditional media campaigns. She also enjoys crafting her wordsmith skills and dreams of one day becoming a best-selling author. When she’s not working on digital content strategies, you can find her playing the national Irish sports of hurling and Gaelic football or walking one of her foster rescue dogs.

Jennifer Bertlett Henriques

Global Travel Trade Executive

Jennifer is hugely passionate about international tourism and the American West. She consulted for the Colorado Tourism Office (CTO) as International Market Manager for 11 years; Overseeing Europe and UK/ Ireland and driving marketing programs and initiatives with travel sellers and media throughout the region. With her expertise and large network of senior international industry partners, travel wholesalers, airlines, media and receptive operators her focus is on generating inbound visitation from Europe, Australia and Mexico into North American travel destinations. Clients include Aspire Tours, Visit Durango, Visit Laramie, and Armchair Productions. Jennifer is bilingual in German and holds degrees with the University of Colorado Business School in Marketing and Tourism Management and Hotel Management and Operations from Hotelfachschule Berlin. She is a founding member of TEN-Tourism Expert Network.

Kiana Lee

VP of People & Culture

Kiana Lee is the dedicated administrator who keeps the Herrmann Global Team running like a well-oiled machine. A true jill-of-all trades, she assists with every level of the company’s operations. She graduated from Johnson and Wales University with a bachelor’s degree in Business Management and has spent the last decade in leadership positions supporting and scaling operations for a variety of businesses in the for-profit and not-for-profit sector.

An unorthodox leap of faith led Kiana to get her “wings” as a flight attendant which provided the one-of-a kind opportunity for her to see the world and ultimately cultivated her intense passion for responsible travel and international cuisine. This blossomed her deep curiosity and appreciation of different cultures.

In her spare time, Kiana loves to seek out new foods to try and she’s obsessed with growth! So, when you can catch her outside of her office you’ll find her gardening, reading, or mentoring others to stay rooted and well-watered to inspire them to bloom.

Claudia Rier

Sales Account Manager – Europe

Claudia comes from the Dolomites, the Italian Alps. She’s passionate about mountains and outdoor activities. She considers herself to be sport addicted and loves cycling, climbing, hiking, ski touring, skiing and more. She’s also a professional Sommelier and love’s traveling. Claudia has 20+ years experience in tourism marketing and hospitality. For 14 years she was Senior Sales, MICE & PR Manager at South Tyrol Marketing (SMG) and IDM, before she was General Manager in a Relais & Chateaux Hotel and a Mountain Lodge. Claudia has a Master’s degree in management & corporate governance at SMBS – University of Salzburg Business School and a Certificate in Management, Psychology & Leadership at MCI – The Entrepreneurial School.

Austin Hawkins

Sales Account Manager

Austin is a sales professional with experience in software development and project management. Following the completion of a web development bootcamp, Austin worked the subsequent eight years in accounting software. His roles spanned the spectrum from hands-on customer support to the strategic helm of an implementation project manager.

Austin was able to balance his software career with an ardent passion for the great outdoors. He assumed the role of an onboard naturalist in both Alaska and Hawaii. Additionally, he was recently able to work on the water at Jenny Lake, nestled within the majestic expanse of Grand Teton National Park. Austin currently lives with his spouse in Lander, Wyoming.

Giselle Coronado

Social Media Manager

Giselle originally hails from the vibrant Rio Grande Valley but now calls Austin, Texas her home. Her big move to the Texas capital followed her graduation from Texas State University with a bachelors in advertising. As only a sophomore in college, Giselle sparked a passion for social media marketing and has since managed diverse accounts in her career, spanning the travel and tourism, healthcare and CPG sectors.

When she’s not keeping up with the latest trends, Giselle enjoys reading and discovering new books, attending live concerts, rewatching Gilmore Girls and blasting her favorite Taylor Swift albums. Her downtime is often filled with quality time alongside her furry dog and cat, Mekooh and Murphy.

Paul Doran

Webmaster

Paul currently lives in Fort Worth, TX, but is no stranger to moving around, growing up as a military brat. He has always had a passion for all things technology, and became interested in computers from a young age, creating his first websites way back in middle school! Since then he honed his craft in website design, graphic design, and marketing-related fields for various companies and clients including his alma mater Texas Tech University, professional UFC fighters and sports agencies, banking, real estate, and healthcare companies, as well as being involved in a number of startups.

In his free time, Paul enjoys tennis as his sport of choice, taking photos as a hobby photographer, traveling, and loves anything space and science-related.

Ivie Parker

Director of PR Partnerships

Ivie Parker is a seasoned expert in public relations and marketing communications, specializing in travel and tourism, hospitality, and lifestyle brands. With a creative, entrepreneurial spirit and a strategic, data-driven approach, she has consistently delivered successful integrated campaigns. As a former president of a national public relations agency, Ivie led award-winning campaigns for legendary and rural destinations and branded and independent hospitality clients, and secured top national media placements, driving visibility for clients in travel, tourism, and hospitality sectors.

Prior to that, Ivie held key marketing roles at national travel companies, where she built brand awareness and drove revenue growth for luxury properties in markets like Vail, Aspen, and Kauai to name a few. Her industry expertise spans both independent and world-class brands, and her collaborative approach has made her a trusted leader. A native of South Carolina, Ivie now divides her time between South Carolina and Colorado, enjoying outdoor adventures like hiking, horseback riding and skiing.

Melissa Stocks

Client Services Manager

Originally from Lima, Peru, Melissa now calls the scenic town of Moab, Utah, home. She enjoys hiking with her husband and their little chihuahua, exploring nature’s beauty. A lover of good food, Melissa has visited more than 10 countries, embracing new cultures and experiences.

With more than five years of experience in the tourism industry, Melissa is a dedicated marketing professional who excels in crafting strategies that enhance brand visibility and engagement. She is passionate about helping people and is always eager to contribute to impactful business and marketing initiatives. Melissa holds an MBA in International Business and is committed to aligning her efforts with her company’s mission.

Robb Thomas

Fractional CFO

Robb has spent over 30 years working in finance, accounting, and business operations. Along the way, he’s started companies, helped businesses untangle their financial processes, and built the tools leaders need to plan for the future.

He doesn’t believe in consulting from the sidelines. Robb jumps in as part of the team, rolls up his sleeves, and works side by side with leaders to strengthen the financial foundation behind their vision. He’s known for building practical budgets, cash flow models, and forecasting tools that bring clarity to decision-making.

At the core of his approach is listening, to the CEO, to the newest member of the team, and to the numbers themselves. Robb believes the best financial leadership comes from understanding the people behind the spreadsheets.

The Team