Title:                     SVP, Public Relations and Chief Communications Officer

Department:         Public Relations and Communications

Classification:       Exempt/Full Time

Salary Range:      $315,000 - $375,000

Reports To:           President/ CEO

ABOUT BRAND USA

Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation’s first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the United States in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past 11 years, Brand USA's marketing efforts have generated 8.7 million incremental visitors, nearly $28.8 billion in incremental spend, more than 36,800 incremental jobs supported each year, $8.3 billion in federal, state, and local taxes, and early $63 billion in total economic impact.

For industry or partner information about Brand USA, visit TheBrandUSA.com or follow us on Facebook, LinkedIn, and X/Twitter. To discover more about the USA and the boundless diversity of American travel experiences and authentic, rich culture, please visit Brand USA's consumer website VisitTheUSA.com; follow Visit The USA on Facebook, TikTok, and Instagram; and watch travel shows on GoUSATV.

Job Summary

The newly established SVP Public Relations and Chief Communications Officer, reporting directly to the President and CEO, to help drive positive storytelling across its key global markets. The successful candidate will play a pivotal role in positioning the USA as the premier global travel destination, driving incremental international visitation to the U.S., and enhancing Brand USA’s profile as the world’s premier national tourism board. This leader will ensure a global PR footprint in key international/overseas markets and serve as the chief spokesperson for Brand USA, representing the organization to global media. In this role, the candidate will leverage the diverse and unparalleled products and experiences of the U.S. to drive positive storytelling across its key global markets.

Essential Functions

Primary Brand USA Initiatives:

• Collaborate with senior leaders to set and pursue the organization’s mission and vision, and to develop new plans as necessary.
• Spearhead the development and implementation of a global strategic communications plan.
• Serve as the primary media spokesperson for Brand USA, representing the organization to global media and engaging with industry stakeholders in collaboration with the corporate affairs team.
• Build and maintain strong relationships with global travel and lifestyle consumer media, travel trade and MICE media, global business media, travel media influencers, and Key Opinion Leaders (KOLs) to elevate and expand the positive profile of U.S. travel destinations, experiences, and products. Drive positive earned media
• Develop and implement crisis communication strategies to manage reputational risks, including establishing an internal Crisis Communications task force. Coordinate with Brand USA leadership, industry organizations, and key communications leaders across the U.S. to ensure effective communication during major crises. Advise on corporate reputation management.
• Lead an internal team and Brand USA’s network of global public relations vendors ensuring consistency and effectiveness in all communications efforts.  Foster a collaborative environment and work cross-functionally with global trade, marketing, corporate affairs, and partner engagement departments to ensure seamless integration.

Key Responsibilities:

• Stay updated with industry trends and insights, incorporating this knowledge into communications strategies to maintain relevance and impact.

• Develop, communicate, and implement departmental policies.
• Work closely with the U.S. travel industry PR and communications teams, establishing a U.S. DMO communications committee to collectively support the mission to promote the U.S. as a premier travel destination. Build solid relationships with Brand USA’s global travel trade and product teams to ensure seamless alignment.
• Establish Key Performance Indicators (KPIs) to measure the success of global strategic communication tactics. Regularly report to internal and external audiences on the effectiveness of communication tactics.
  • Develop and execute film tourism public relations initiatives. Leverage locations featured in films and TV shows to attract international visitors and integrate these elements into media familiarization programs.
  • Utilize current pop culture trends and influencers to promote U.S. travel destinations. Engage with celebrities and key personalities to enhance storytelling opportunities with global media.
  • Develop and execute a robust global media familiarization program to attract traditional international media and digital influencers to visit the U.S. and to generate positive media coverage. Showcase its unique and diverse travel experiences, leveraging Brand USA’s messaging priorities and geographic and product verticals.

Additional Responsibilities

• May be asked to perform additional duties not listed in the job description as required by business needs.

Job Qualifications

• Bachelor’s degree in Communications, Public Relations, Marketing, or a related field; advanced degree preferred.
• Minimum of 15 years of senior-level experience in global communications, public relations, or a related field, with a strong track record of success in international markets. Media relations experience essential with on-the-record travel, lifestyle, and business media strongly preferred.
• Leadership: Proven leadership experience with the ability to inspire and manage a diverse team across multiple geographies. Demonstrated success in fostering a collaborative and inclusive environment.
• Industry Knowledge: Deep understanding of the travel and tourism industry, with experience in promoting travel destinations preferred. Familiarity with digital and social media platforms is a plus. Understanding of working across multiple markets, keeping in mind cultural nuance.
• Exceptional communication, negotiation, and interpersonal skills, with the ability to build and maintain strong relationships with media, trade media influencers, and industry stakeholders.
• Ability to develop and execute innovative communications strategies that drive brand awareness and international visitation.
• Willingness to travel internationally as required.
• Ability to lift up to twenty (20) pounds.
• Ability to perform the essential functions with or without a reasonable accommodation.
• May require more than forty (40) hours per week to perform the essential duties of the position.
• A dedicated remote work area that is quiet enough for employee to concentrate is required. Must have homeowner’s or renter’s insurance and the ability to comply with company technology, safety, and health requirements.
• Ability to travel on occasion as required to attend meetings and/or events.
• Ability to frequently operate a computer and other office productivity machinery.

WORK ENVIRONMENT

• Fast-paced, professional office environment with moderate noise levels
• Must be able to use a computer at a workstation for long periods of time and to accommodate potentially frequent interruption
• Minimal travel may be required

AMERICANS WITH DISABILITIES ACT (ADA)

Brand USA will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990. 

Brand USA has an organizational commitment to the principles of diversity and inclusion.  In that spirit, we welcome all qualified individuals without regard to race, religion, creed, color, gender, sexual orientation, age, disability, economic circumstances, national origin or veteran status.