Brand USA names Leah Chandler as chief marketing officer

Brand USA has appointed Leah Chandler, CDME as its new chief marketing officer, effective March 17. 

With more than 20 years of experience in branding, advertising, and destination marketing, Chandler will oversee Brand USA’s global marketing strategy, focusing on international travel promotion and consumer engagement.

“I am thrilled to welcome Leah to the Brand USA team as Chief Marketing Officer,” said Fred Dixon, president and CEO of Brand USA. 

“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 follows a period of leadership restructuring at Brand USA since Dixon’s appointment as CEO in July 2024. 

Her role comes as the U.S. tourism sector shifts from post-pandemic recovery to growth.

“Since July, we’ve expanded focus on global communications, trade and product development, strategic partnerships, AI and innovation, and the meetings and events sectors,” Dixon said. 

“Bringing Leah on board completes our leadership team and prepares us well to advance our strategic approach to consumer marketing, content creation, partner programs, and analytics. With the decade of major events ahead, Brand USA is better positioned than ever to capitalize on these opportunities to grow inbound visitation, visitor spending, and economic impact.”

Chandler previously served as Chief Marketing Officer for Discover Puerto Rico, where she led branding initiatives and developed marketing campaigns aimed at increasing tourism to the island. 

Before that, she was CMO of Explore Branson, overseeing tourism growth for five years.

“I am honoured to join Brand USA at such a transformational time for the industry,” Chandler said. 

“The opportunity to lead global marketing efforts for the USA—one of the most diverse and dynamic travel destinations in the world—is thrilling. I look forward to working with Fred and the entire team to bolster our efforts to inspire travelers worldwide and drive meaningful economic impact.”

Chandler has received industry recognition for her contributions to tourism marketing. 

In 2024, Skift named her one of the “Top Women Shaping Travel’s Future” in its inaugural “Generation Next” list, and the American Marketing Association recognized her as “Nonprofit Marketer of the Year.” 

She also holds a Certified Destination Management Executive (CDME) credential, awarded by Destinations International, representing the highest individual educational achievement in the tourism industry.

At Brand USA, Chandler will oversee brand management, advertising, content development, digital marketing, and research initiatives.

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