Brand USA chief executive James Evans is stepping down after just one year in the role.
He will be replaced in the interim by Brand USA chairman-elect Caroline Beteta.
The year-old organisationâs board of directors has begun a search for Evansâ replacement.
The agreement was reached in consultation with the board, and comes as the organisation pivots from a start-up endeavour to securing its place as the nationâs destination marketing organisation.
Beteta is the highly regarded chief executive of Visit California, and a long-time industry veteran.
âWe thank Jim for the time, energy and passion he has brought to establishing this enterprise,â said Beteta.
âBrand USA has hit critical milestones in its development and now is at an important transition point.
âOur focus going forward is to build on the momentum the organisation has established by increasing and deepening our partnerships with the travel industry, building out co-op marketing opportunities to attract increased private-sector funding, and enhancing our responsiveness and communications with our government partners.â
Brand USA is a national program with the mission of attracting billions of dollars in increased visitor spending to the United States, which will create tens of thousands of new jobs.
Beteta will assume responsibility as interim chief executive effective immediately.
