Jesselle Macatiag is director, emerging platforms and audience development 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 position, Jesselle oversees planning and execution of paid and in-kind consumer media campaigns. She works closely with media planning and buying agencies, media vendors, and the internal analytics team to ensure Brand USA campaigns meet established key performance indicators (KPIs).
Jesselle freelanced for Brand USA beginning in May of 2014 and was officially added to the team in July of 2015. Prior to Brand USA, she was a Graduate Fellow for the Public Diplomacy Council in Washington D.C. where she managed website content, assisted in event planning and provided editorial support for the council’s publishing project on non-traditional public diplomacy. Before that position, Jesselle was a Digital Sales Planner for Discovery Communications in Los Angeles, California. Here, she developed and executed digital media campaigns for 14 websites including the Discovery Channel, Animal Planet, TLC and HowStuffWorks. She also managed relationships with key advertisers and media agencies in the West Coast Region including Universal Pictures, Lexus, Petco, and Mitsubishi Motors.
Jesselle has extensive advertising experience across television, radio, print, outdoor, and digital media. She has worked on campaigns for Cartoon Network/Adult Swim, HTC, Walt Disney Studio Motion Pictures, and Discovery Communications. Most notably, she was part of the HTC Sensation campaign that won a 2012 Bronze Effie Award for Media Innovation. She also executed Deutsch LA’s first interactive iPad advertisement with Wired Magazine. Last but not least, she was apart of the Discovery Channel’s record-breaking Skywire Live with Nik Wallenda digital sponsorship in 2013. The multi-platform, one-day event was the network’s first simultaneous broadcast of a live event across television and digital. Skywire Live garnered over 2 million online viewers, 5 million web site visitors, and 71% of TV-related social media usage for the day.
Jesselle earned her masters degree in International Media from American University and earned her bachelors degree in Anthropology from UCLA (University of California, Los Angeles). Being from the suburbs of Los Angeles, Jesselle is a die-hard UCLA (Go Bruins!) and L.A. Lakers fan. She is also a fan of adrenaline and adventure travel — having climbed Mt. Kilimanjaro (a whopping 19,341 feet!) and bungee jumped over the Nile River.
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.
BRAND USA | 1725 EYE STREET NW, EIGHTH FLOOR | WASHINGTON, DC 20006 | 202.536.2060