Brand USA announces four additions to leadership team

Brand USA has announced four new additions to its leadership team who begin this month in time for the start of Brand USA Travel Week UK & Europe in London (October 21-24).

The US destination marketing organisation said these four senior vice-president roles all report to president and chief executive Fred Dixon.

Angie Briggs is the new senior vice-president, industry partnerships and engagement & chief development officer.

Most recently, she served as vice-president for industry relations and destination engagement at the US Travel Association.

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.

Chris Heywood has taken on the new role of senior vice-president, public relations & chief communications officer. He will serve as chief media spokesperson and lead global PR, communications and media relations.

Most recently, he served as global communications senior vice-president for the Los Angeles Tourism & Convention Board.

Janette Roush has joined in the new role of senior vice-president, innovation and chief AI officer. She will lead the organisation’s AI strategy and innovation initiatives to pioneer new paths for consumer promotion, trade and partner engagement.

Roush was previously executive vice-president, marketing and Digital for New York City Tourism + Conventions.

Malcolm Smith has been appointed to the new role of senior vice-president, global markets and chief trade and product development officer.

He will lead the global trade engagement team, oversee product development and new initiatives to attract international meetings, incentives and events.

Smith previously served as senior vice-president, business development and general manager of IPW at the inbound tourism trade show IPW at the US Travel Association.

Dixon said: “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.”