Carroll Rheem is vice president, research and analytics for Brand USA, the nation’s public- private partnership dedicated to increasing international visitation to the United States through marketing and promotional efforts. In this role, Carroll leads Brand USA’s intelligence function, which serves as the foundation for global marketing strategy, as well as the company’s performance metrics.
The research and analytics department she heads is responsible for market research – including consumer insight, market sizing and projections – and quantifying marketing effectiveness. Prior to joining Brand USA in May 2013, Carroll was with PhoCusWright, a wholly owned subsidiary of Northstar Travel Media and the global travel industry research authority on how travelers, suppliers and intermediaries connect. During her five years with PhoCusWright, Carroll held positions of increasing responsibility, culminating in her being named principal analyst overseeing the organization’s consumer research practice. Prior to PhoCusWright, Carroll spent six years working for Starwood Hotels and Resorts Worldwide in various positions encompassing hotel operations, sales and global online distribution.
A noted industry expert, Carroll is a sought after speaker and is quoted frequently in trade and consumer media outlets, including The Wall Street Journal, The New York Times, TIME Magazine and Conde Nast Traveler. Carroll’s extensive background in travel distribution and marketing combined with her research expertise has established her as a trusted authority on global traveler and commercial trends. Carroll earned her Master of Management in hospitality from Cornell University and her BA in economics from New York University