Visit Florida Keys & Key West Names Daniel Cuellar Chief Marketing Officer

KEY WEST, Fla. (September 24, 2026) — From jetliners to Super Bowls, Daniel “Danny” Cuellar has spent more than two decades turning big ideas into brand experiences that connect people with places, passions and possibilities.

Now, he’s bringing that creative firepower to the Florida Keys, with his sights set on helping the destination’s next era of marketing take flight.

Visit Florida Keys & Key West has appointed Cuellar as its new chief marketing officer, adding an accomplished global brand strategist and storyteller to its executive leadership team as the destination looks to reimagine how it tells its story to the world.

In his new role, Cuellar will lead the destination’s brand and integrated marketing strategy, overseeing everything from campaigns and content to agency partnerships and emerging technology. He will also help shape how Visit Florida Keys & Key West connects with travelers as AI-powered search, generative platforms and trip-planning tools continue to transform the way people discover and plan travel.

Cuellar most recently served as vice president of Americas marketing for Qantas Airways, where he helped propel brand awareness. His work included leading the airline’s first bespoke U.S. brand campaign in more than a decade, “Australia in the Sky,” an integrated B2B and B2C campaign spanning paid, owned, earned and partner channels.

Before Qantas, Cuellar took his creative talents to one of the biggest stages in sports as senior director of global brand and consumer marketing for the National Football League. There, he directed marketing for tentpole events like the Super Bowl, NFL Draft and International Games, with work that included the league’s Emmy-winning Super Bowl LVII campaign.

Before joining the NFL, Cuellar spent more than a decade at United Airlines, leading global advertising, helping launch United Polaris Business Class and building tourism partnerships to support route and destination growth. Earlier roles included Continental Airlines and Burson-Marsteller Public Relations. He earned a Bachelor of Journalism from The University of Texas at Austin, specializing in public relations with a minor in business foundations.

It’s that breadth of experience, paired with Cuellar’s creative instincts and storytelling expertise, that Visit Florida Keys & Key West President and CEO Kara Franker says makes him such a strong fit for the destination. 

“Danny knows how to take what makes a brand special and turn it into a story people want to be part of,” said Franker. “He brings that rare combination of big-picture thinking and creative instinct, and that’s incredibly exciting for us. I’m looking forward to seeing where Danny, our team and our agency partners take it next.”

Among Cuellar’s first major initiatives? Leading the creative development, production and rollout of “Play in Your Own Key,” the destination’s new flagship brand campaign.

“Travelers are looking for experiences that feel authentic and personal, and the Florida Keys delivers that in a way few destinations can,” Cuellar said. “Every part of the island chain has its own character and culture, giving us an incredible opportunity to find fresh and unexpected ways to tell its story. And personally, getting to call Key West home, become part of the community and experience more of the Keys myself is a dream come true.”

Cuellar will work cross-functionally across the organization and with its agency partners to build demand, find new ways to connect with travelers and push the Florida Keys story forward — all while keeping the distinctive character of the island chain and its communities at the heart of the brand.

For more information about the Florida Keys & Key West, visit www.visitfloridakeys.com.

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Daniel “Danny” Cuellar has been named chief marketing officer for Visit Florida Keys & Key West, bringing more than two decades of global brand and marketing experience to the destination. (Visit Florida Keys & Key West)