Brand USA, the United States’ national destination marketing organisation, has announced several new additions to its leadership team.
The four senior-level hires all report to President and CEO Fred Dixon and join other long-serving, senior leaders at the organisation including Donald Richardson, Chief Financial Officer; Aaron Wodin-Schwartz, Chief Corporate Affairs Officer; Jake Conte, Senior Vice President & General Counsel; and Monica Lopez, Chief of Staff & Culture who recently joined in September.
Brand USA said the search for a Chief Marketing Officer is ongoing.
“I’m pleased to announce this expansion of our leadership team as we grow Brand USA’s efforts in an increasingly competitive world. By investing in areas like global communications, trade and product development, MICE, strategic partnerships, and AI, we further our mission to grow inbound visitation and spending to benefit communities across the nation and keep Brand USA best in class,” said Fred Dixon, President and CEO of Brand USA.
The four appointees are:
- Angie Briggs, Senior Vice President, Industry Partnerships and Engagement & Chief Development Officer
Ms Briggs will lead the partner engagement team with a focus on increasing value to new and existing partners while expanding relationships with corporate and destination stakeholders. A trusted industry leader, she brings a wealth of experience driving growth and engagement through strategic partnerships, business development, and marketing strategy across multiple verticals. Most recently, she served as Vice President, Industry Relations and Destination Engagement at the U.S. Travel Association.
- Chris Heywood, Senior Vice President, Public Relations & Chief Communications Officer
In this new role, Mr Heywood will serve as chief media spokesperson and lead global PR, communications, and media relations. He will spearhead efforts to elevate the U.S. as a leading travel destination through strategic storytelling, reputation management, media engagement, and leveraging pop culture. Most recently, he served as Senior Vice President, Global Communications for the Los Angeles Tourism & Convention Board.
- Janette Roush, Senior Vice President, Innovation & Chief AI Officer
In this new position, Ms Roush will lead the organization’s AI strategy and innovation initiatives to pioneer new paths for consumer promotion, trade and partner engagement. Roush was previously Executive Vice President, Marketing and Digital for New York City Tourism + Conventions, is a LinkedIn Top Voice and an expert advisor for the European and U.S. cohorts of the Group NAO-initiated AI Opener for Destinations program.
- Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer
In this new role, Mr Smith will lead the global trade engagement team, oversee product development and new initiatives to attract international meetings, incentives and events. A seasoned leader in the international inbound industry, Smith previously served as Senior Vice President, Business Development and General Manager of IPW at the U.S. Travel Association, where he successfully led the largest inbound tourism trade show in the United States.
