Alice Norsworthy is Chief Marketing Officer for Universal Parks & Resorts. Ms. Norsworthy is responsible for the oversight of Universal Orlando’s Marketing and Sales divisions and reports to Tom Williams, chairman and chief executive officer for Universal Parks & Resorts. In that capacity, Ms. Norsworthy oversees all brand and retail marketing, trade and distribution programs as well as corporate communication, consumer insights, and corporate partnerships for Universal Orlando Resort. She also helps to guide international brand management efforts for Universal’s international theme park destinations.
Since joining Universal Orlando in September 2008, Ms. Norsworthy has helped led numerous successful brand positioning and attraction launch campaigns including the Wizarding World of Harry Potter, Despicable Me Minion Mayhem, and TRANSFORMERS: The Ride 3D, along with supporting significant hotel and dining expansion in Orlando. Previously, Ms. Norsworthy served as senior vice president of marketing for Royal Caribbean International. During her time there, she led the development and implementation of the marketing programs that grew the Royal Caribbean brand and launched the Freedom Class of cruise ships. She also held a variety of senior marketing and operation roles at Walt Disney World.
Ms. Norsworthy has been recognized by Advertising Age as one of America’s Top 50 marketers, “who broke through the clutter and delivered real impact (and ROI) for their brands.” She has also been named one of the 100 Most Powerful Women in Travel three times by Travel Agent Magazine. A graduate of the University of Florida in Gainesville, Ms. Norsworthy serves on the board of directors for the Universal Orlando Foundation as well as the National Board of Directors for Big Brothers Big Sisters, the Advisory Board for the Eric Friedheim Tourism Institute at the University of Florida, and the Board of Directors for Brand USA.
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 USA 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 five years Brand USA's marketing initiatives have helped welcome 5.4 million incremental visitors to the USA, benefiting the U.S. economy with more than $38 billion in total economic impact and supporting, on average, more than 51,000 incremental jobs a year.
For industry or partner information about Brand USA, visit TheBrandUSA.com. 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 and follow Visit The USA on Facebook, Twitter, and Instagram.
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