Four new senior leaders to join Brand USA

Brand USA is the destination marketing organisation of United States

Fred Dixon, who took over as President of Brand USA in July, has taken onboard four new leaders in an effort to expand Brand USA’s presence in new domains.

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Angie Briggs

Four new senior leaders will join Brand USA, the destination marketing organisation of the United States, in order to support President Fred Dixon. The additions will help Dixon enhance the footprint of Brand USA in key areas like global communications, MICE and Artificial Intelligence, says Brand USA in a press statement.

“I am 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,” says Dixon.

The statement adds that one of the new joinees is Angie Briggs, who has been named the new Senior Vice President, Industry Partnerships and Engagement & Chief Development Officer. Briggs will lead the partner engagement team and expand relationships with stakeholders. She previously served as Vice President, Industry Relations and Destination Engagement at the US Travel Association.

Chris Heywood

According to the statement, Chris Heywood is the new Senior Vice President, Public Relations & Chief Communications Officer, leading the global media and public relations for Brand USA. He comes from the Los Angeles Tourism & Convention Board, where he served as Senior Vice President, Global Communications role.

Jeanette Roush

Brand USA says that a new position, Senior Vice President, Innovation & Chief AI Officer, has been created to tackle artificial intelligence and that Janette Roush has taken the new title. In this role, Roush will lead Brand USA’s AI strategy as it relates to promotion, trade and engagement.

Previously, Roush held the role of the New York City Tourism + Conventions’ Executive Vice President, Marketing and Digital.

Malcolm Smith

The destination marketing organisation adds that the global trade engagement team has a new leader in Malcolm Smith. As Senior Vice President, Global Markets & Chief Trade and Product Development Officer, Smith will work to attract international meetings, incentives and events to come to the United States. He previously served as Senior Vice President, Business Development and General Manager of IPW at the US Travel Association.