Brand USA appoints new additions to leadership team

Brand USA – the official destination marketing organization for the United States – has announced several new additions to its leadership team.

All four of the senior-level hires report to President and CEO Fred Dixon and join other long-serving, senior leaders at the organization including Donald Richardson, chief financial officer; Aaron Wodin-Schwartz, chief corporate affairs officer; Jake Conte, senior vice president and general counsel; and Monica Lopez, chief of staff and culture who recently joined in September.

The search for a chief marketing officer is ongoing, says the association. 

The new hires begin this month in time for the start of Brand USA Travel Week UK & Europe in London, October. 21-24: 

Four new additions  

Angie Briggs has been named senior vice-president, industry partnerships and engagement and chief development officer.

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, according to a press release.

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 VP, industry relations and destination engagement at the U.S. Travel Association.

Chris Heywood is now senior vice-president, public relations and chief communications officer.

In this new role, 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 SVP, global communications for the Los Angeles Tourism & Convention Board.

Janette Roush has been appointed senior vice-president, innovation and chief AI officer.

In this new position, 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 EVP, 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.

Finally, Malcolm Smith has been named senior vice-president, global markets and chief trade and product development officer.

In this new role, 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 SVP, 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.

"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 Dixon in a statement.

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