Brand USA, the destination marketing organisation for the United States, announced the appointment of Leah Chandler, CDME as its new Chief Marketing Officer, beginning March 17.
In a press statement, Brand USA says that Chandler will lead Brand USA’s global marketing strategy with over 20 years of experience in branding, advertising, and destination marketing within the travel and tourism industry.
The statement adds that she will spearhead efforts to inspire international travel to the United States through innovative campaigns and by elevating the country’s presence as a premier global destination. At Brand USA, Chandler will oversee the organisation’s brand, advertising, content, digital marketing, and research efforts.
“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,” says Fred Dixon, President and CEO of Brand USA.
Chandler joins a strong leadership team put in place by Dixon following his appointment as the organisation’s chief executive officer in July 2024.
Her arrival comes at a pivotal moment as the United States’ international inbound travel industry shifts from recovery to growth and new records.
“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. With the decade of major events ahead, Brand USA is better positioned than ever to capitalise on these opportunities to grow inbound visitation, visitor spending, and economic impact,” says Dixon.
Before joining Brand USA, she served as the Chief Marketing Officer of Discover Puerto Rico, where she re-positioned the brand, laying the foundation for four years of record-breaking tourism growth.
Under her leadership, Discover Puerto Rico launched its most successful marketing campaign, “Live Boricua,” which celebrates the island’s vibrant culture.
Since 2018, the campaign has driven significant growth in perception, awareness, and visitor interest, solidifying Puerto Rico’s position as a premier global destination.
Prior to her move to San Juan, Chandler was the Chief Marketing Officer for Explore Branson, where she led the growth of the community’s tourism industry for five straight years.
“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 travelers worldwide and drive meaningful economic impact.”
The statement adds that throughout her career, Chandler has earned numerous awards, certifications, and industry recognitions. In 2024, Skift honoured her as one of the “Top Women Shaping Travel’s Future” in its inaugural “Generation Next” list.
That same year, the American Marketing Association named her “Nonprofit Marketer of the Year,” recognising her contributions to the field of marketing.
Chandler earned her Certified Destination Management Executive (CDME) credential in 2014. Awarded by Destinations International, this designation represents the highest individual educational achievement in the tourism industry.
