Tonya Daniels is the Marketing and Communications Director for the City of Miami Beach. Maintaining and continuing to grow the beach’s iconic brand, Daniels is responsible for all marketing, communications, public relations, graphic design, media production (MBTV), social media, community outreach, sponsorships and advertising related to the city. She also oversees the city’s branding, licensing and merchandising initiatives as part of a recent licensing. She holds a Bachelor of Science in Marketing, as well as a Masters in Business Administration
Daniels began her City of Miami Beach career in 2013 as the development coordinator. Within 18 months, she was promoted to the position of Marketing, Tourism and Development Manager. In that capacity, she developed and coordinated the start of the first strategic licensing plan for the city. She was also responsible for coordinating and activating all city marketing plans, including the centennial campaign in 2015, which honored Miami Beach’s history with 100 hours of celebration and activations. Knowing the power and importance of digital media in today’s world, Daniels also spearheaded the shift to utilizing promotional posts via social media to promote city events and programs. She has built successful working relationships with various big name sponsors throughout the years, most notably with Coca-Cola. During this time, she worked to create a limited edition Miami Beach Centennial Coke bottle to commemorate the 100 year anniversary – something Coke had not done in over a decade. She was also instrumental in the launch of the city’s first multi-tiered anti-litter campaign, and grew her portfolio with many other major marketing initiatives thereafter.
In 2016, Daniels was appointed as the Director of Marketing and Communications where she currently manages a $1.8 million budget and 15 employees. She works closely with departments to develop comprehensive marketing and communications plans that effectively communicate the overall brand and vision of the City of Miami Beach, while simultaneously working to keep residents adequately informed on city matters. Daniels is currently overseeing the rebranding of the City of Miami Beach, as well as the official launch of the first licensing and merchandising program for the Miami Beach brand. In the next two years, she hopes to further grow the department’s success by continuing to adopt new strategies, grow sponsorship opportunities and continue the positive media buzz for this tropical metropolis.