Brand USA Chief Fred Dixon Returns to Lead NYC Tourism

Brand USA President and CEO Fred Dixon is stepping down from the national destination marketing organization to return as president and CEO of NYC Tourism + Conventions [1]. Dixon departs Brand USA on November 13 and officially starts at NYC Tourism on December 1 [1]. The move follows the departure of former chief executive Julie Coker, who announced her transition to Visit California earlier this year [2].

When will Fred Dixon take charge of NYC Tourism + Conventions?

Fred Dixon will officially assume the position of president and CEO at NYC Tourism + Conventions on December 1 [1]. His formal departure from Brand USA takes effect on November 13 [1]. Brand USA and NYC Tourism confirmed the leadership transition on Wednesday afternoon, formalizing moves reported by Skift [1].

The agreement concluded rapidly after initial reports emerged that Dixon was in advanced talks to return to his former role [[1], [2]]. According to Skift, the finance committee at NYC Tourism met on Tuesday to approve a compensation package, with the board ratifying the offer shortly after [2].

Why did NYC Tourism forgo a formal executive search?

NYC Tourism chose not to run an extensive public search because Dixon presented an experienced leader who had already run the organization before [2]. A source familiar with the negotiations told Skift that NYC Tourism did not run a formal executive search to find a replacement for Julie Coker [2].

As Skift reported from a source familiar with the talks, the board viewed Dixon as an established, known leader suited to take over operations immediately [2]. Coker had announced in June that she planned to exit the New York agency to lead Visit California, finishing her tenure with NYC Tourism on August 31 [2].

What is Brand USA doing to find its next leader?

Brand USA has initiated the process to find its next leader, stating that an executive search is already underway [1]. Dixon departs after serving as chief executive of the nation's official destination marketing organization for over two years [[1], [2]].

Brand USA thanked Dixon publicly for his leadership and acknowledged his achievements across his two-plus years running the national marketing agency [1]. The organization confirmed the transition plan on Wednesday afternoon alongside NYC Tourism [1].

How long did Fred Dixon lead Brand USA?

Fred Dixon served as the chief executive of Brand USA for more than two years prior to accepting the offer to return to New York City [[1], [2]]. His tenure concludes in mid-November before he resumes leadership at NYC Tourism at the start of December [1].