Leah Chandler Joins Brand USA to Lead Global Marketing Strategy
Brand USA, the official destination marketing organization for the United States, has appointed Leah Chandler, CDME, as its new Chief Marketing Officer (CMO). Effective March 17, Chandler will take charge of Brand USA’s global marketing initiatives, aiming to strengthen the United States’ presence as a top-tier travel destination. With over two decades of expertise in branding, advertising, and destination marketing, she is set to bring innovative strategies that will inspire international travel to the U.S.
Brand USA’s Vision for Growth Under Chandler’s Leadership
“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.”
A Strategic Leadership Addition at a Pivotal Time
“Since July, we’ve expanded focus on global communications, trade and product development, strategic partnerships, AI and innovation and the meetings and events sectors. 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,” said Dixon. “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’s Proven Track Record in Destination Marketing
Before joining Brand USA, Chandler served as the Chief Marketing Officer for Discover Puerto Rico, where she led a transformational rebranding effort that positioned Puerto Rico as a leading global travel destination. Under her leadership, the “Live Boricua” campaign became a resounding success, highlighting the island’s vibrant culture, increasing visitor awareness, and driving record-breaking tourism growth for four consecutive years.
Before her tenure in Puerto Rico, Chandler held the CMO position at Explore Branson, where she contributed to the community’s tourism expansion for five consecutive years. Her ability to develop compelling brand narratives and execute data-driven marketing strategies has solidified her reputation as a leader in destination marketing.
A Visionary Approach to Marketing for the Future of U.S. Tourism
In her new role, Chandler will oversee Brand USA’s brand development, advertising campaigns, content strategy, digital marketing initiatives, and research programs. With a wealth of experience in shaping engaging travel narratives and leveraging digital innovations, she is poised to introduce cutting-edge marketing strategies that will elevate the USA’s appeal as a must-visit destination.
“I am honoured to join Brand USA at such a transformational time for the industry,” said Chandler. “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 travellers worldwide and drive meaningful economic impact.”
Recognition and Industry Influence
Chandler is widely respected in the travel marketing industry, earning numerous accolades for her contributions. In 2024, she was named among Skift’s “Top Women Shaping Travel’s Future” as part of the inaugural “Generation Next” list. Additionally, the American Marketing Association recognized her as “Nonprofit Marketer of the Year”, further cementing her status as a trailblazer in tourism marketing.
Her dedication to professional excellence is also evident in her Certified Destination Management Executive (CDME) credential, awarded by Destinations International—the highest individual educational achievement in the tourism industry.
Brand USA’s Strategic Goals and Future Outlook
Under Chandler’s leadership, Brand USA is set to amplify its efforts in:
- Developing innovative, data-driven marketing campaigns
- Strengthening global brand positioning
- Expanding strategic industry partnerships
- Enhancing digital and AI-powered marketing initiatives
- Driving increased international visitor numbers and economic impact
With Chandler’s appointment, Brand USA is better positioned than ever to navigate the evolving global travel landscape and capitalize on new opportunities for U.S. inbound tourism growth.
To learn more about Brand USA’s initiatives, visit Brand USA Official Website.
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