Brand USA strengthens its leadership with the appointment of four new senior vice-presidents.
- The appointments, effective this October, coincide with Brand USA Travel Week UK & Europe.
- Key roles have been created in communications, AI, trade partnerships, and more.
- The new team members bring a wealth of experience from notable organisations.
- Brand USA aims to enhance global communications, strategic partnerships, and innovation strategies.
Brand USA has embarked on a significant expansion of its leadership team with the appointment of four new senior vice-presidents, each set to play pivotal roles in advancing the organisation’s mission. Angie Briggs has been appointed as Senior Vice-President of Industry Partnerships and Engagement & Chief Development Officer. Bringing her previous experience from the US Travel Association, Briggs is tasked with enhancing partner engagement and fostering valuable relationships with both corporate and destination stakeholders.
Scheduled to begin their roles this month, Brand USA’s new leaders join just in time for the Brand USA Travel Week UK & Europe in London, reinforcing the organisation’s commitment to expanding its global influence. Chris Heywood, now the Senior Vice-President, Public Relations & Chief Communications Officer, transitions from his role as Global Communications Senior Vice-President at the Los Angeles Tourism & Convention Board. As the chief media spokesperson, Heywood will oversee global public relations, communications, and media relations, aiming to bolster Brand USA’s visibility worldwide.
In a forward-thinking move, Janette Roush steps in as Senior Vice-President, Innovation and Chief AI Officer, signifying Brand USA’s investment in technological advancement. Roush will direct the organisation’s AI strategy and innovation initiatives, having previously served as Executive Vice-President of Marketing and Digital for New York City Tourism + Conventions.
Malcolm Smith, another noteworthy addition, assumes the role of Senior Vice-President, Global Markets and Chief Trade and Product Development Officer. Smith’s responsibilities include leading global trade engagement and overseeing new initiatives to attract international meetings, incentives, and events. His past role encompassed senior leadership at the US Travel Association’s IPW trade show, positioning him well for this strategic position.
President and CEO Fred Dixon articulated the rationale behind these strategic appointments, emphasising the drive to enhance Brand USA’s competitiveness on the global stage. ‘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.’ This sentiment underscores the organisation’s ambition to remain at the forefront of international tourism marketing.
These strategic appointments highlight Brand USA’s dedication to fostering innovation and strengthening global partnerships.
