Brand USA Newsletter - March 2020

Tracy Lanza Promoted to Senior Vice President, Integrated Marketing

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Tracy Lanza has been promoted to the new role of senior vice president of integrated marketing, leading a multi-functional team responsible for Brand USA's global consumer marketing and trade development. In this new role, Tracy will direct all of Brand USA's international offices and in-market trade strategies and activations. She will continue to oversee the development and implementation of the strategic marketing plan designed to advance the mission of Brand USA, including global consumer campaigns, media strategy, digital platforms, public relations, and sponsorships.

"Tracy’s promotion is timely and well deserved as she has continued to be an exceptional leader and creative thinker. Under her leadership, the work of the integrated marketing team has strongly positioned Brand USA as our nation's storyteller," said Brand USA president and CEO Chris Thompson. "Combining these teams into the integrated marketing portfolio will streamline our communications and better align consumer and travel trade messaging and execution."
During her four-year tenure at Brand USA, Tracy’s teams have developed award-winning campaigns that represent the entirety of the United States and promote the wide diversity of our nation’s many destinations, experiences, and cultures. Under her guidance, Brand USA launched the GoUSA TV network – a streaming video platform that is available on Roku, AppleTV, AmazonFire, and via Apple iOS and Google Play. Since its launch in 2018, GoUSA has become a popular platform to view entertaining and engaging video narratives of travel to the United States.
With more than 20 years in the advertising and marketing industry, the campaigns she has developed have won awards including Adrian, Brand Storytelling, Pro & Globe, Brand Film Festival, Ex, Halo, Reggie, Effie, Addy, and Clios, among many others. Prior to joining Brand USA, she managed the Brand USA business as the vice president, global account director on behalf of J. Walter Thompson and Geometry Global.