Brand USA has expanded its leadership with four new senior roles to enhance its strategic direction.
- The new appointments come ahead of the Brand USA Travel Week UK & Europe event in London.
- Angie Briggs joins as Senior Vice-President, Industry Partnerships and Engagement, focusing on partner relations.
- Chris Heywood takes on the role of Senior Vice-President, Public Relations & Chief Communications Officer.
- Janette Roush and Malcolm Smith bring expertise in AI and global markets, respectively.
Brand USA has recently made significant additions to its leadership team, appointing four new senior vice-presidents to bolster its strategic initiatives. These roles align with the organisation’s objectives to enhance its engagement and partnerships on a global scale, and come just before the Brand USA Travel Week UK & Europe taking place in London.
Angie Briggs has been appointed as the Senior Vice-President, Industry Partnerships and Engagement, as well as Chief Development Officer. Previously serving as Vice-President for Industry Relations and Destination Engagement at the US Travel Association, Briggs will lead efforts to strengthen and expand relationships with both new and existing partners, as well as with corporate and destination stakeholders.
Chris Heywood steps into the role of Senior Vice-President, Public Relations & Chief Communications Officer. Bringing his experience as the former Global Communications Senior Vice-President for the Los Angeles Tourism & Convention Board, Heywood will act as the primary media spokesperson for Brand USA, while overseeing global public relations, communications, and media relations strategies.
In the realm of innovation and artificial intelligence, Janette Roush assumes the position of Senior Vice-President, Innovation and Chief AI Officer. Her mandate includes directing the organisation’s AI strategy and driving innovative promotions, trade, and partner engagement efforts. Roush formerly served as Executive Vice-President, Marketing and Digital for New York City Tourism + Conventions.
Malcolm Smith has taken on the role of Senior Vice-President, Global Markets and Chief Trade and Product Development Officer. Smith’s portfolio will cover leading global trade engagement and overseeing the development of new initiatives aimed at attracting international conventions, incentives, and events. He brings valuable experience from his previous role as Senior Vice-President, Business Development and General Manager of IPW at the U.S. Travel Association’s inbound trade show, IPW.
Fred Dixon, President and CEO of Brand USA, highlighted the importance of these appointments, stating: “I’m pleased to announce this expansion of our leadership team as we grow Brand USA’s efforts in an increasingly competitive world.” This reshuffle signifies Brand USA’s commitment to enhancing its global outreach and maintaining its position as a leader in destination marketing.
These strategic appointments are set to strengthen Brand USA’s leadership as it navigates the competitive landscape of destination marketing.