Brand USA, the official destination marketing organization for the United States, has appointed Jade Glashoff as its new Director for Australia and New Zealand. Glashoff, a seasoned communications and marketing professional, brings extensive experience in the consumer and travel industries to her new role, where she will be responsible for promoting the U.S. as a top destination for tourists from Australia and New Zealand.
In her new position, Glashoff will lead Brand USA’s efforts across events, trade marketing, and brand partnership initiatives, with a focus on enhancing the organization’s strategic and creative operations in the Australia and New Zealand (ANZ) region. Her role is pivotal in driving the organization’s mission to attract more visitors from these key markets, particularly as international travel continues to rebound.
Glashoff’s appointment marks a significant addition to Brand USA’s team, given her extensive background in international agency networks and independent agencies across Sydney, Dubai, and London. Over her career, she has held senior roles, including nearly five years at Hopeful Monsters, where she served as Senior Brand Leader and later as Business Director. Her professional journey also includes roles as Account Director at Fleishman Hillard and Eleven, as well as a four-year tenure at PRCO in its London and Dubai offices.
Throughout her career, Glashoff has been instrumental in launching integrated marketing campaigns for notable brands such as Cathay Pacific, Six Senses, Atlantis The Royal, Viceroy Hotel Group, and Carnival Corporation. Her expertise in blending consumer insights with creative strategy has consistently delivered impactful results, positioning her as a strong leader in the field.
Expressing her enthusiasm about the new role, Glashoff stated, “I am feeling incredibly energized to be stepping into the role of Director of Brand USA for Australia and New Zealand at such an exciting time for the travel industry. The United States offers a diverse range of experiences that resonate deeply with our travelers, and I’m excited to work with this talented team to showcase this dynamic destination through bold and impactful marketing initiatives. With USA House returning to SXSW Sydney again this year, momentum is building already!”
Glashoff succeeds Clinton White, Brand USA’s former ANZ Director, who is transitioning into a consulting role. White will continue to collaborate with Brand USA through various consulting projects, ensuring a smooth transition and ongoing partnership.
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