Senior Director, International Public Relations (Hybrid)

Senior Director, International Public Relations

Title: Senior Director, International Public Relations

Classification: Exempt/Full Time

Department: Executive

Salary Range: $170,000 – $200,000

Reports To: SVP, Public Relations, & Chief Communications Officer

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 nearly $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 Senior Director, International Public Relations will support Brand USA’s global communications strategy, focusing on expanding relationships with consumer media and influencers to drive awareness of U.S. destinations. This role will build and oversee a network of 16 international press agencies to maximize Brand USA’s visibility and engagement across key global markets. The Senior Director, International Public Relations will play a critical role in helping to proliferate positive storytelling of the U.S. and creating urgency to visit the U.S.

Essential Functions

• Strategic Media Relationships: Develop and strengthen relationships with key consumer media, lifestyle journalists, influencers, and key opinion leaders (KOLs) across Brand USA’s priority international markets to drive positive coverage of U.S. travel experiences.
• Public Relations Team and Agency Management: Oversee a Manager, International Public Relations, and a global network of international Public Relations agencies/representatives, ensuring effective campaigns and measurable outcomes in each market.
• Consumer Engagement: Collaborate with influencers and digital media partners to create authentic storytelling that highlights diverse U.S. destinations and experiences, from the gateways to “beyond the gateways.”
• Media Campaigns: Lead innovative Public Relations campaigns and events, including experiential activations, designed to increase earned media coverage.
• Media Familiarization Programs: Design and implement media familiarization trips, attracting international journalists and influencers to generate coverage that aligns with Brand USA’s messaging.
• Content: Working with the global communications team and contractors, ensure that the global network of Public Relations have timely and relevant content at their fingertips to reach diverse audiences and create urgency to travel to the U.S. – from Great American road trips to family, outdoors, winter sports, festivals, pop culture opportunities and more, elevate content that media can use to shape their coverage and expand “earned media” globally.
• Performance and Reporting: Set and monitor KPIs for all Public Relations initiatives, providing regular updates on global campaign effectiveness and agency performance.
• Report to work on a regular basis and be available for occasional after-hours emergency calls and projects.

Additional Responsibilities

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

Job Qualifications

• Experience: Minimum 10 years in international public relations, with a focus on consumer media, influencer relations, and tourism preferred. Deep knowledge of the international travel industry landscape preferred.
• Skills: Strong relationship-building, strategic thinking, and project management skills; experience with international media landscape.
• Media Expertise: Proven success in securing consumer and influencer engagement in global markets. Focus on travel, lifestyle, business, culinary, arts & culture, etc. Across print, digital, broadcast, and social.
• Executive Presence: Ability to represent the global communications team at key events and missions and have executive presence. Ability to support the CEO at key media events as needed.
• Education: Bachelor’s in communications, Journalism, or related field.
• Travel: Willingness to travel internationally as needed.
• Ability to work independently and maintain high levels of productivity and energy in a remote work environment.
• 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.
• 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.

SCHEDULE

Brand USA’s business hours are Monday through Friday, from 8:30 a.m. to 5:30 p.m. Our standard work hours may vary based upon position requirements. Additional hours may be required during peak times, which may require an adjusted work schedule, overtime, and evening/weekend hours in order to meet deadlines.

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.

Learn more here