Brand USA has named Leah Chandler, CDME, as its new Chief Marketing Officer, effective March 17. With over two decades of experience in branding, advertising, and destination marketing, Chandler will lead the organization’s global marketing initiatives, reinforcing the United States’ position as a top-tier travel destination.
A Strategic Appointment at a Pivotal Time
Fred Dixon, President and CEO of Brand USA, expressed enthusiasm about Chandler’s addition to the leadership team. “Her extensive expertise in destination marketing and leadership will significantly strengthen our long-term strategies, broaden global brand awareness, and solidify the USA’s status as the world’s most aspirational travel destination,” said Dixon.
Chandler’s appointment is the latest in a series of strategic leadership moves following Dixon’s own appointment as CEO in July 2024. As the international inbound travel market transitions from recovery to expansion, her leadership is expected to play a key role in driving new records for visitation and tourism spending.
“Since July, we have intensified our focus on global communications, trade and product development, strategic partnerships, AI innovation, and the meetings and events sector,” Dixon added. “Leah’s arrival completes our leadership team, ensuring we are well-positioned to advance our consumer marketing, content strategies, partner programs, and analytics. With a decade of major events ahead, Brand USA is in a strong position to capitalize on these opportunities and drive inbound tourism growth.”
Proven Leadership in Destination Marketing
Before joining Brand USA, Chandler served as Chief Marketing Officer at Discover Puerto Rico, where she led a brand repositioning that resulted in four years of record-breaking tourism growth. Under her leadership, the organization launched its most successful campaign, Live Boricua, celebrating Puerto Rico’s rich culture and significantly boosting perception, awareness, and visitor interest.
Previously, Chandler was the Chief Marketing Officer for Explore Branson, where she played a crucial role in sustaining five consecutive years of tourism industry growth. Her expertise in branding and strategic storytelling has made her a transformative figure in the travel and tourism sector.
Recognition and Industry Influence
Chandler’s contributions to the industry have been widely recognized. In 2024, Skift named her one of the “Top Women Shaping Travel’s Future” in its inaugural Generation Next list, while the American Marketing Association honored her as “Nonprofit Marketer of the Year” for her exceptional impact in marketing.
She also holds a Certified Destination Management Executive (CDME) credential, awarded by Destinations International, signifying the highest level of professional education in the tourism industry.
Vision for Brand USA
As Chief Marketing Officer, Chandler will oversee Brand USA’s branding, advertising, digital marketing, content, and research efforts. Excited for the journey ahead, she stated, “I am honored to join Brand USA at such a transformational time for the industry. The opportunity to lead global marketing for one of the world’s most diverse and dynamic travel destinations is thrilling. I look forward to working alongside Fred and the team to inspire travelers worldwide and drive significant economic impact.”
With Chandler at the marketing helm, Brand USA is poised for an era of strategic growth and innovation, reinforcing its mission to showcase the United States as a premier travel destination to the world.
