Brand USA appoints Leah Chandler as new Chief Marketing Officer – ET TravelWorld

Brand USA, the destination marketing organisation for the United States, has announced the appointment of Leah Chandler, CDME, as its new Chief Marketing Officer, effective March 17. Chandler brings over 20 years of experience in branding, advertising, and destination marketing within the travel and tourism industry. In her new role, she will oversee Brand USA’s global marketing strategy, focusing on inspiring international travel to the United States through innovative campaigns and initiatives that elevate the country’s presence as a premier global destination.Fred Dixon, President and CEO of Brand USA, expressed enthusiasm about Chandler’s appointment, stating, “I am thrilled to welcome Leah to the Brand USA team as Chief Marketing Officer. Her extensive destination marketing and leadership experience will greatly enhance our long-term marketing strategies, help expand global brand awareness, and strengthen the USA’s position as the leading aspirational travel destination in the world.”

Chandler’s appointment is part of the leadership expansion following Dixon’s appointment as CEO in July 2024. Her arrival comes at a pivotal time for the United States’ international inbound travel sector, which is transitioning from recovery to growth and setting new records. Dixon further noted, “Bringing Leah on board completes our leadership team and prepares us to advance our strategic approach to consumer marketing, content creation, partner programs, and analytics.”

Before joining Brand USA, Chandler served as Chief Marketing Officer of Discover Puerto Rico, where she played a pivotal role in repositioning the brand, driving tourism growth, and launching the successful “Live Boricua” campaign. Her previous experience also includes leading Explore Branson’s tourism growth for five consecutive years.

Chandler shared her excitement, saying, “I am honoured to join Brand USA at such a transformational time for the industry. I look forward to working with Fred and the entire team to inspire travellers worldwide and drive meaningful economic impact.” Throughout her career, Chandler has received numerous accolades, including being named one of Skift’s “Top Women Shaping Travel’s Future” and earning her Certified Destination Management Executive (CDME) credential in 2014. At Brand USA, Chandler will lead efforts in brand development, advertising, content creation, digital marketing, and research.