With more than 20 years of experience in branding, advertising and destination marketing within the travel industry, Chandler will lead Brand USA’s global marketing strategy. Her goal will be to inspire international travel to the United States through innovative campaigns and strengthen the country’s presence as a premier global destination.
“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 experience in destination marketing and leadership will significantly enrich our long-term strategies, helping to expand the brand’s global visibility and strengthen the United States’ position as the world’s premier aspirational travel destination.”
Chandler joins a strong leadership team assembled by Dixon following his appointment as CEO in July 2024. Her arrival comes at a pivotal time as the U.S. international travel industry transitions from recovery to growth and new record-setting growth.
“Since July, we have expanded our focus on global communications, product and trade development, strategic partnerships, artificial intelligence and innovation, as well as the meetings and events sector. With the addition of Leah, we round out our leadership team and prepare to strengthen our consumer marketing strategy, content creation, partner programs and data analytics,” said Dixon. “With the next decade filled with high-impact events, Brand USA is better positioned than ever to capitalize on these opportunities and drive growth in tourism, visitor spending and economic impact.”
Prior to joining Brand USA, Chandler was Chief Marketing Officer at Discover Puerto Rico, where he repositioned the brand and laid the groundwork for four years of record growth in tourism. Under his leadership, Discover Puerto Rico launched its most successful marketing campaign, “Live Boricua,” celebrating the island’s vibrant culture. Since 2018, this campaign has driven significant growth in visitor awareness, recognition and interest, solidifying Puerto Rico as a top-tier global destination.
Prior to moving to San Juan, Chandler was Chief Marketing Officer of Explore Branson, where he led the growth of the community’s tourism industry for five consecutive years.
“It’s an honor to join Brand USA at such a transformative time for the industry,” said Chandler. “The opportunity to lead global marketing efforts for the United States, one of the most diverse and dynamic destinations in the world, is truly exciting. I look forward to working with Fred and the entire team to inspire travelers around the world and drive meaningful economic impact.”
Throughout her career, Chandler has received numerous industry awards, certifications and recognitions. In 2024, Skift recognized her as one of the “Most Influential Women in the Future of Travel” on its inaugural “Generation Next” list. That same year, the American Marketing Association named her “Nonprofit Marketer of the Year,” highlighting her exceptional contribution to the marketing field.
Additionally, Chandler earned his Certified Destination Management Executive (CDME) certification in 2014, the highest individual educational recognition in the tourism industry, awarded by Destinations International.
At Brand USA, Chandler will oversee brand, advertising, content, digital marketing and research.
Source: Brand USA.