Brand USA, the nation’s dedicated destination marketing organization, has unveiled a powerhouse lineup of new senior leaders in a strategic move to enhance its global influence and sharpen its competitive edge. These appointments signal a bold new era for U.S. tourism, underscoring the organization’s commitment to innovation, partnership expansion, and global market dominance.

As Brand USA gears up for its highly anticipated Brand USA Travel Week UK & Europe event in London from October 21-24, the newly appointed executives are set to bring fresh energy, strategic insight, and a wealth of industry expertise to the organization’s leadership team. Reporting directly to Fred Dixon, President and CEO of Brand USA, these leaders will play critical roles in propelling the organization forward in an increasingly competitive global landscape.

“The addition of these visionary leaders reflects our commitment to remaining the world’s premier destination marketing organization,” said Dixon. “By expanding our focus on global communications, strategic partnerships, AI-driven innovation, and trade development, we will continue to drive growth in inbound visitation and spending, which is vital to local economies across the United States.”

Leadership Lineup to Transform U.S. Tourism Landscape

Among the new appointees is Angie Briggs, now Senior Vice President of Industry Partnerships and Engagement & Chief Development Officer. Briggs is tasked with leading Brand USA’s partner engagement strategy to amplify value for new and existing partners. Her reputation as a seasoned leader in business development and strategic partnerships precedes her, having previously held a pivotal role at the U.S. Travel Association, where she spearheaded destination engagement initiatives. Her expertise is expected to deepen relationships with corporate stakeholders and travel destinations, ensuring robust collaboration.

Chris Heywood, a media relations heavyweight, steps into the role of Senior Vice President, Public Relations & Chief Communications Officer. Heywood will lead Brand USA’s global public relations efforts, taking on the role of chief media spokesperson. His mandate is clear: to elevate the United States as a premier travel destination through strategic storytelling, media engagement, and pop culture integration. His previous role as Senior Vice President of Global Communications at the Los Angeles Tourism & Convention Board honed his ability to craft compelling narratives that resonate across diverse markets—a skill set that will undoubtedly strengthen Brand USA’s global communications strategy.

Janette Roush joins as Senior Vice President, Innovation, & Chief AI Officer, a role designed to put Brand USA at the forefront of AI-driven marketing and promotional strategies. Roush’s proven track record in digital innovation, particularly in her role as Executive Vice President of Marketing and Digital at New York City Tourism + Conventions, positions her perfectly to lead Brand USA’s AI and technology strategy. As artificial intelligence increasingly becomes a cornerstone of marketing and tourism, Roush’s leadership is set to break new ground in how the U.S. engages domestic and international travellers.

Adding further depth to the leadership team, Malcolm Smith takes the helm as Senior Vice President, Global Markets & Chief Trade and Product Development Officer. Smith’s extensive background in the international inbound tourism market, notably his tenure as Senior Vice President of Business Development and General Manager of IPW at the U.S. Travel Association, makes him ideally suited to lead Brand USA’s global trade engagement. Smith’s mission is to spearhead initiatives that attract more international meetings, incentives, conferences, and exhibitions (MICE) to the U.S. while enhancing the development of new travel products designed to appeal to global travellers.

Driving U.S. Inbound Tourism Growth Amid Global Challenges

Brand USA’s leadership overhaul is critical for the U.S. tourism industry. With fierce competition from global destinations, Brand USA’s focus on AI innovation, international trade, and strategic partnerships is not only timely but necessary. The organization has long been a key player in driving inbound tourism, significantly contributing to local economies, creating jobs and fostering cultural exchange.

As Brand USA ramps up its efforts, its enhanced leadership team is poised to tackle the challenges ahead, from navigating the complexities of post-pandemic travel trends to leveraging cutting-edge technologies that redefine how destinations connect with prospective travellers.

“We’re entering an era where innovation and strategic foresight are crucial for staying ahead,” Dixon emphasized. “With the addition of these accomplished leaders, we’re well-positioned to continue advancing our mission and promoting the United States as a top-tier travel destination.”

As the world gears up for the next chapter of travel, Brand USA’s revitalized leadership team is ready to forge new paths and unlock fresh opportunities for the future of U.S. tourism. This dynamic expansion underscores the organization’s unwavering dedication to excellence, ensuring that the U.S. remains a compelling destination for international visitors for years to come.

Written by: Jason Smith

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