Peña Search Recruits CFO for Visit Dallas
May 30, 2025 – Peña Search has assisted in the recruitment of Kathie Parsons as the new CFO of Visit Dallas. Travis Hillier and Cindy Maloney led the assignment. “Kathie brings to our organization a superb financial track record of transparency, accountability and collaboration,” said Craig Davis, president and CEO of Visit Dallas. “Her experience and strategic vision will be invaluable as we continue to grow and position Dallas as a premier destination. We are thrilled to welcome her to our leadership team and are confident she will play a pivotal role in shaping our future.”
Ms. Parsons brings to the destination marketing organization more than three decades of experience in finance and accounting. She joins the Visit Dallas team after four years with the New York Philharmonic, most recently serving as the organization’s CFO. During her time there, she managed the orchestra’s $90 million in revenue, day-to-day financial operations and information technology. Before joining the New York Philharmonic, Ms. Parsons served as the CFO for the AT&T Performing Arts Center. Prior to that, she worked for BearCom Group, Daisy Brand and GE Capital in various finance and accounting roles.
In her new role with Visit Dallas, Ms. Parsons will be responsible for the strategic planning, implementation and management of all financial-related activities for the company, as well as overseeing its compliance and IT-related programs.
“I am honored to join Visit Dallas and contribute to its mission of showcasing this incredible city to the world,” said Ms. Parsons. “Dallas is a vibrant, forward-thinking city with limitless opportunities, and I am excited to work alongside the talented Visit Dallas team to drive financial excellence and support the organization’s ambitious goals for the future.”
The Dallas Convention & Visitors Bureau, which is comprised of Visit Dallas (the primary DBA), the Dallas Sports Commission, the Dallas Film and Creative Industries Office, and the recently launched Dallas Music Office, is an independent, not-for-profit sales and marketing organization contracted with the City of Dallas to promote Dallas as a premier business and leisure travel destination. The organization’s collective efforts generate economic impact, jobs, and state and local tax revenues, benefiting the community and improving the quality of life for all residents.
Headquartered in Dallas, Peña Search’s specialties include: non-profit organizations, mission driven organizations, foundations, higher education, independent schools, religious organizations and educational institutions, human services organizations, museums, collective impact organizations, professional and trade associations, art culture and humanities organizations, environment and animal welfare organizations, fundraising, chief financial officers, chief executive officers, healthcare organizations, chief development officers, and advocacy organizations.
Related: Peña Search Recruits CEO for the Dallas Area Habitat for Humanity
Mr. Hillier joined Peña Search in 2015. He conducts and supports searches at many different levels, and is committed to finding and placing the right leaders that will have a demonstrable impact in their communities and organizations. Mr. Hillier has search experience across a broad array of sectors and positions, bringing expertise to searches on behalf of educational organizations, those with religious affinities or affiliations, and agencies with international programmatic or fundraising components. He has also carved out a niche on the Peña Search team for his skill identifying development officers.
Since joining Peña Search, Ms. Maloney has worked on a variety of assignments, primarily focusing on C-suite executives, academic administrators, and fundraising positions. She has diverse knowledge of both the for- and non-profit sectors. Her expertise was honed not only through positions in financial services and revenue management at large companies such as American Airlines and Sabre Corp., but also in her volunteer experience on The Lamplighter School’s parent’s association board and with organizations such as Reading Partners.
The SAFE Alliance Search
The SAFE Alliance (SAFE) recently retained Peña Search to lead in its search for a new CEO. At a pivotal moment in SAFE’s history, the board of directors seeks a dynamic, politically savvy leader who blends business acumen with a deep commitment to the organization’s mission and its organizational culture. With a strong senior leadership team already in place, SAFE’s CEO will bring a strategic mindset to establish priorities and lead the articulation and execution of SAFE’s mission.
The SAFE Alliance is a merger of Austin Children’s Shelter and SafePlace, both long-standing and respected human service agencies in Austin serving the survivors of child abuse, sexual assault and exploitation, and domestic violence. With an annual budget of more than $31 million, approximately 350 employees and thousands of volunteers, SAFE now has prevention and crisis programs operating across two campuses and in the schools, hospitals, courts, County and District Attorney’s offices.
Related: The SAFE Alliance Taps Peña Search to Find Chief Development Officer
Contributed by Scott A. Scanlon, Editor-in-Chief and Dale M. Zupsansky, Executive Editor – Hunt Scanlon Media
