February 14, 2025 | Press Release

Brand USA, the destination marketing organisation for the United States, has appointed Leah Chandler, CDME, as its new Chief Marketing Officer (CMO), effective March 17. With over two decades of experience in branding, advertising, and destination marketing, Chandler is set to lead Brand USA’s global marketing strategy, aiming to position the country as a premier travel destination.

Her appointment comes at a crucial time as the United States’ international travel industry shifts from recovery to growth. Chandler will be responsible for steering innovative marketing campaigns and amplifying the country’s global presence to inspire international travellers.

“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 arrival completes the leadership team assembled by Dixon since his appointment as CEO in July 2024. Over the past several months, Brand USA has expanded its focus on global communications, strategic partnerships, AI-driven innovation, and the meetings and events sector. With Chandler on board, the organisation is poised to further refine its approach to consumer marketing, content creation, and partner programs.

“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 capitalise on these opportunities to grow inbound visitation, visitor spending and economic impact.”

Chandler brings a wealth of experience to Brand USA. Most recently, she served as the CMO of Discover Puerto Rico, where she spearheaded a rebranding initiative that fueled four years of record-breaking tourism growth. Under her leadership, the destination launched its highly successful “Live Boricua” campaign, which elevated Puerto Rico’s appeal on the global stage.

Before her tenure in Puerto Rico, Chandler was the Chief Marketing Officer for Explore Branson, where she played a pivotal role in driving the region’s tourism industry forward 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 travelers worldwide and drive meaningful economic impact.”

Chandler’s contributions to the travel industry have earned her widespread recognition. In 2024, Skift named her one of the “Top Women Shaping Travel’s Future” as part of its inaugural “Generation Next” list. That same year, the American Marketing Association honoured her as “Nonprofit Marketer of the Year,” acknowledging her significant impact on the field. Additionally, she holds a Certified Destination Management Executive (CDME) credential, the highest individual educational achievement in the tourism industry.

In her new role at Brand USA, Chandler will oversee the organisation’s branding, advertising, content, digital marketing, and research efforts. With her extensive expertise and a track record of success, she is set to play a key role in shaping the future of U.S. tourism on the global stage.