Tracy Lanza

Vice President of Integrated Marketing

Brand USA

Vice President of Integrated Marketing

Tracy is Vice President, Integrated Marketing for Brand USA, the public-private partnership responsible for launching the United States' first ever nationally coordinated tourism marketing effort. In this role, Tracy directs the development and implementation of the strategic marketing plan and supporting programs designed to advance the mission of Brand USA. These programs include traditional, digital, and social media initiatives, and most recently the launch of GoUSA TV. Tracy joined Brand USA in March 2016, though she’s worked with the team at Brand USA as the Vice President, Global Account Director on behalf of the WPP portfolio of agencies since 2012.

She has worked for more than 20 years in the advertising and marketing industry including time spent with at Ogilvy & Mather, Young & Rubicam and the J. Walter Thompson. In Tracy’s experienced marketing career, she has developed some of this country’s most well-loved and award-winning campaigns including, among others, Ray Charles & the Uh Huh Girls (Diet Pepsi) and Plan A Family Game Night (Hasbro).

Her industry recognition includes Pro & Globe Awards, Ex Awards, Halo Awards, Reggie Awards, Addy Awards and Clios. Indicative of her leadership, she has also worked with the U.S. Travel Association as a consultant for its annual Mercury and Destiny awards which recognizing top destination marketing campaigns. Tracy holds a Bachelor of Fine Arts from New York University’s Tisch School of the Arts.