NEWSLETTER
SCVA names new directors of brand, sales, and communications as the organization leans fully into its next chapter
Liberty, NY — Three hires. One direction. Sullivan Catskills continues to expand. Today, SCVA announces three senior leadership appointments: Tiffany Conklin as Director of Brand, Film & Digital; Kelly Mullally as Director of Sales & Lodging Partnerships; and Jenny Sanchez as Director of Communications & Community Engagement.
Three different careers. Three different roads that led here. One shared commitment to a vision already in motion — and to what Sullivan County is still becoming.
“We certainly feel fortunate to welcome these accomplished individuals to our team here,” said Martelon. “We are all committed to elevating the understanding, appreciation, and importance of the tourism economy in Sullivan County.”
— Michael Martelon, President & CEO, Sullivan Catskills Visitors Association
New Leadership • Brand, Digital & Film
Tiffany Conklin
Director of Brand, Digital & Film
Tiffany Conklin doesn't think in campaigns. She thinks in systems — the kind built to carry a brand's truth across every channel, every season, every encounter a visitor has with a place before they ever set foot in it.
Twenty years in brand strategy and creative direction have taken her across sectors and continents — most recently to the festival circuit, where she earned an Executive Producer credit on the feature documentary Forget Me Not. Film is where she comes from. But what she really learned there was pacing — how to build toward something, how to hold an audience’s attention long enough for a place to get under their skin.
That instinct now shapes everything she does with destination brands. From seasonal campaign architecture to cross-channel storytelling, she builds what she calls brand ecosystems: systems that allow organizations to speak with one voice across every platform, and mean it.
At SCVA, Conklin leads all brand expression, digital strategy, and the organization’s growing film commissioner work. Her job is to make sure Sullivan Catskills’ storytelling, media investment, and creative platforms operate as a unified whole that builds measurable visitation and long-term destination value. For a place as cinematic & strategic as Sullivan County, she’s the right person for the job.
Film, creative, and media inquiries: Tiffany.Conklin@sullivancatskills.com, | (845) 539-0048
New Leadership • Sales & Lodging Partnerships
Kelly Mullally
Director of Sales & Lodging Partnerships
To know Kelly Mullally is to understand something essential about the Sullivan Catskills: that the people who are born here, grow up here, and choose to stay are the region's greatest asset.
She grew up in Jeffersonville — on the Delaware River and the shores of Lake Jefferson — the daughter of two educators. Sixth-generation. Sullivan West, class of 2003. She left for SUNY Purchase, where she studied history and captained the women's soccer team; broadened her world further with time at the University of Limerick in Ireland and the Escuela de Español in Burgos, Spain. And then — the way it often happens with people who are really from somewhere — she came back.
Her hospitality career is as much a record of this region's evolution as it is her own. She started at Bethel Woods in its earliest seasons. Spent 17 years at Villa Roma rising from Executive Sales Secretary to Senior Group Sales Manager, booking more than 3,700 groups and generating millions in annual revenue, representing Sullivan Catskills at industry events across the country. In 2025, she brought that expertise to Callicoon Hills as Director of Sales. The state recognized her contributions; so did the Sullivan County Democrat, with a Young Professionals Award that felt less like a credential and more like a confirmation of what people in Sullivan County already knew.
At SCVA, Mullally leads group and meeting sales, partnerships spanning the full lodging landscape, from flagship resorts to boutique inns and B&Bs, and the work of ensuring every hospitality partner has a seat at the table and a reason to show up. Roots & return. That's her story. It's also, in a lot of ways, the story SCVA wants to tell about our home.
Group sales, meetings & conference planning, and lodging inquiries: Kelly.Mullally@sullivancatskills.com, | (845) 539-0045
New Leadership • Communications & Community Engagement
Jenny Sanchez, CFRE
Director of Communications & Community Engagement
Jenny Sanchez didn’t just move to Sullivan County. She moved here right out of college — to Wurtsboro first, then Smallwood, then Monticello — and stayed for eleven years. She knows this region the way you only can when you’ve chosen it, repeatedly, over time. That’s not a résumé detail. That’s the point.
She's not coming to Sullivan County to learn it. She already knows where the gaps are, which stories haven't been told yet, which communities have been showing up for each other long before anyone thought to put it in a press release. What she's bringing to SCVA is what she's been building for years: the infrastructure to tell those stories at scale.
At Sullivan 180, she launched the county's first youth crisis texting line, built a trauma-informed youth resilience coalition with 40+ active members, and spent three years on the board of NAMI Sullivan County, revitalizing operations, leading strategic planning, and opening new channels to communities that needed them. The Sullivan County Democrat recognized her as a Young Professional in 2022; the work she was doing made that easy.
From there, she moved to Mental Health America — the nation's leading community-based mental health nonprofit, where she was promoted to Senior Director of Grants Management and Affiliate Engagement. She built the grant-making program from scratch: 19 grant programs, $4.5 million disbursed across 53 affiliates in 36 states, 31 new affiliate-led programs established, 40+ templates and systems created that are still running. Mental Health Weekly covered her work. Her systems outlasted her departure.
She holds a BS in Social Work from Alliance University, an MBA from Western Governors University, and the CFRE credential — Certified Fund Raising Executive — which reflects what she's been doing long before she had the letters to go with it.
At SCVA, she leads communications, earned media, grant program management, and community partnership development. Community & scale. That's her fluency. And Sullivan County has been waiting for someone who speaks both.
Media inquiries, community engagement, and grant questions: Jenny.Sanchez@sullivancatskills.com | (845) 539-0049
About the Sullivan Catskills Visitors Association
The Sullivan Catskills Visitors Association (SCVA) is the official destination management organization for Sullivan County, New York — a place of unexpected balance where nature & culture, stillness & spark, and depth & play coexist. SCVA works to promote Sullivan County as a premier tourism destination, strengthen the region's visitor economy, and serve as a connector, convener, and champion for the communities, businesses, and people who make Sullivan County worth discovering.
What more awaits? Come see us.
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Pictured - Left to right: Jenny Sanchez, Director of Communications & Community Engagement; Tiffany Conklin, Director of Brand, Digital & Film; Kelly Mullally, Director of Sales & Lodging Partnerships.