Brand USA picks up former Hopeful Monsters business director

September 3, 2024 2:49

The United State’s destination marketing company, Brand USA, has hired communications and marketing expert, Jade Glashoff, to serve as its director for Australia and New Zealand.

The appointment will see Glashoff helm the promotion of the US as a prime destination for New Zealand and Australian tourists.

Specifically, the marketing professional will be working across all events, trade marketing and brand partnership initiatives. Moving forward, Glashoff’s new gig is expected to bolster Brand USA’s strategy and creative operations for its ANZ team.

Glashoff has spent over a decade working in international agency networks, as well as specialist and independent agencies in Sydney, Dubai and London.

Her credentials include acting as Hopeful Monsters’ senior brand leader and, eventually, business director for close to five years between 2019 and 2023; account director at FleishmanHillard, a six-month freelance PR consultant before becoming an account director at Eleven; more than four years at PRCO in its London and Dubai offices, and more.

Highly experienced in integrated marketing within the consumer and travel industries, she has helped launch campaigns for Cathay Pacific, Six Senses, Atlantis The Royal, Viceroy Hotel Group and Carnival Corporation.

“I am feeling incredibly energised 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,” Glashoff expressed.

“The United States offers a diverse range of experiences that resonate deeply with our travellers, 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’s hiring will see her succeed Clinton White – the company’s former ANZ director who will be shifting into the consulting space. White’s working relationship with his former employer will continue via consulting projects.