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Tracy Lanza

Vice President, Integrated Marketing,
The Brand USA
Washington, DC, USA
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.

Tracy joined Brand USA in March 2016 and is no stranger to our team, having worked and collaborated with us since 2012 as the Vice President, Global Account Director on behalf of J. Walter Thompson and Geometry Global (Part of the WPP portfolio of agencies). In this role, Tracy was responsible for managing a team of 40 colleagues located in ten offices around the world. Her
responsibilities included omni-channel media planning and creative campaign execution with a significant focus on digital channels. She led the development of an online activation strategy and a device-agnostic media solution designed to increase consumer engagement on Brand USA's website. She created and executed the Great American Road Trip campaign, which has been seen by almost 3 billion viewers around the globe. Tracy brings to Brand USA insight gained over the course of more than 20 years in the advertising and marketing industry including the past 11 years with a wide variety of WPP portfolio holdings including Ogilvy & Mather, Young & Rubicam, Mediacom and the aforementioned J. Walter Thompson as well as several agencies affiliated with the Omnicom Group. 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 recognized leadership, she has also chaired the Judging Panel for the U.S. Travel Association’s annual ESTO awards recognizing top destination marketing campaigns since 2013. Tracy holds a Bachelor of Fine Arts from New York University’s Tisch School of the Arts. Tracy will be relocating to the DC Area with her husband, Matthew. They have four children: Moss, Katherine, Noah and Elizabeth. She is interested in travel, theater and literature, enjoys knitting, and completing The New York Times Crossword puzzle every morning.

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