Brand USA Adds 4 SVPs to Leadership Team

Brand USA has announced the expansion of its executive leadership team.

The organization, which markets the U.S. as an inbound travel destination, added four new senior-level hires this month. These execs all report to Brand USA’s new president and CEO Fred Dixon. 

Angie Briggs is the new senior vice president, industry partnerships and engagement, and chief development officer. Briggs joins from the U.S. Travel Association, where she served as the vice president, industry relations and destination engagement since 2019. 

Chris Heywood joins Brand USA in a newly created role: senior vice president, public relations and chief communications officer. Most recently, Heywood served as senior vice president, global communications for the Los Angeles Tourism and Convention Board.

Brand USA named Janette Roush its senior vice president, innovation and chief AI officer. This is another newly created role that focuses on the org’s AI strategy. Roush joins from New York City Tourism + Conventions. 

Finally, Malcolm Smith is Brand USA’s new senior vice president, global markets and chief trade and product development officer. In this newly created role, Smith will lead the global trade engagement team and oversee product development. A seasoned industry leader, Smith joins from the U.S. Travel Association, where he served as senior vice president business development since 2016.

The search for a chief marketing officer is ongoing.

“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.