Brand USA, the nation's destination marketing organization, has announced several new additions to its leadership team. The new hires will report to Fred Dixon, president and CEO of Brand USA and one of Northstar Meetings Group's 2024 Meetings Industry Influencers.
Dixon took the helm of Brand USA in July. The four new hires will join him this month, just in time for Brand USA Travel Week UK & Europe in London, Oct. 21-24. The organization still is searching for a chief marketing officer.
Industry Leaders Join Brand USA
The following are the organization's new leadership additions.
Angie Briggs will step into the role of senior vice president of industry partnerships and engagement, and chief development officer. She will head the partner engagement team with a focus on increasing value to new and existing partners, as well as expanding relationships with corporate and destination stakeholders. Briggs previously served as vice president of industry relations and destination engagement for the U.S. Travel Association.
Chris Heywood will serve as Brand USA's senior vice president of public relations and chief communications officer. In this position, he will direct the global PR, communications and media relations strategies, overseeing efforts to elevate the United States as a leading travel destination. Heywood spent the past two years as senior vice president of global communications for the Los Angeles Tourism & Convention Board, following 15 years as executive vice president of global communications for NYC Tourism + Conventions.
Janette Roush will become senior vice president of innovation and chief AI officer, where she will spearhead Brand USA's AI strategy. Roush also was named one of Northstar's 2024 Meetings Industry Influencers, and is an expert advisor for the European and U.S. cohorts of the AI Opener for Destinations program. Before joining Brand USA, she was executive vice president, marketing and digital, for NYC Tourism + Conventions.
Malcolm Smith will serve as senior vice president of global markets, and chief trade and product development officer for Brand USA. In his new role, Smith will manage the global trade-engagement team, oversee product development and lead new initiatives to attract international meetings and incentives. He previously served as senior vice president of business development and general manager of IPW at the U.S. Travel Association.
"I'm pleased to announce this expansion of our leadership team as we grow Brand USA's efforts in an increasingly competitive world," said Dixon. "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."