Vice President of Marketing • Visit Baton Rouge
Emily Herpin Mastrantonio wants Baton Rouge’s story to do more than catch a traveler’s attention. She wants to show what happens when that traveler arrives.
At Visit Baton Rouge, she brought paid advertising strategy in-house and helped build the infrastructure to connect marketing dollars with measurable results. In 2025, the organization could directly attribute nearly 30,000 visits and $11.7 million in visitor spending to its advertising for the first time.
That accountability accompanied a visual identity transformation, which Mastrantonio led from brand research through a cohesive presence across advertising, web, social and earned media. Her work draws on six and a half years helping shape Walk-On’s Sports Bistreaux’s brand as it expanded into more than 80 locations nationwide.
What I wish more senior executives understood: “I hope I never forget how hard it is to actually execute the work once I’m the one pitching big ideas. Before handing down something new, take a moment to consider what it actually adds to someone’s day-to-day.”
A quirky talent: “My Celine Dion impression”
