Brand USA has announced the appointment of Leah Chandler, CDME, as its new Chief Marketing Officer, effective 17 March 2025. With more than 20 years of experience in branding, advertising, and destination marketing, Chandler will lead the organisation’s global marketing strategy, strengthening the USA’s position as a top travel destination.
Chandler’s appointment comes at a pivotal moment as the US travel industry moves from recovery to record-breaking growth. She will be responsible for driving Brand USA’s marketing efforts through innovative campaigns, global branding initiatives, and strategic partnerships aimed at increasing international visitation.
“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.”
Proven experience in destination marketing
Before joining Brand USA, Chandler was the Chief Marketing Officer at Discover Puerto Rico, where she re-positioned the brand and launched the highly successful “Live Boricua” campaign, driving record-breaking tourism growth. She also previously served as Chief Marketing Officer for Explore Branson, leading the destination’s tourism growth for five consecutive 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 travellers worldwide and drive meaningful economic impact.”
Recognised industry leader
Chandler has been widely recognised for her contributions to destination marketing. In 2024, she was named one of Skift’s “Top Women Shaping Travel’s Future” and was awarded “Nonprofit Marketer of the Year” by the American Marketing Association. She also holds a Certified Destination Management Executive (CDME) credential, the highest educational achievement in the tourism industry.
At Brand USA, Chandler will oversee the organisation’s brand, advertising, content, digital marketing, and research efforts as it continues to expand its global reach.
