Padraic Gilligan is an Chief Marketing Officer of the Society of Incentive Travel Excellence (SITE). He leads the role of a core strategy that SITE was being pursued and developed. And rather than a kind of a tactical campaign-to-campaign scenario, he is operating under an overriding vision of where SITE wants to be.

Padraic Gilligan devides the strategy, which has four pillars: it focuses on he is membership, the industry, business, and on society at large. What he is trying to do, eventually, is to describe the value that incentive travel brings in all of those different buckets.