Intrepid Travel promotes Louise Laing to VP of USA marketing
Louise Laing will lead U.S. marketing efforts for Intrepid Travel as part of a new regional leadership model.
The announcement:
Intrepid Travel, a leader in responsible travel, today announced the promotion of Louise Laing to vice president of USA marketing.
A seasoned marketing executive with a track record of delivering brand-led growth, Laing’s appointment marks the start of a new leadership model for the Americas and a pivotal step in Intrepid’s ambitious 2030 growth strategy.
Laing will report directly to Leigh Barnes, president of the Americas, and will lead all U.S. marketing efforts across consumer, brand, media, and digital.
Her role comes as Intrepid restructures its North American operations into two distinct regions, Canada and the United States, to better support local teams and accelerate market-specific growth. Tara McCallum will continue to lead Marketing in Canada.
Louise brings a wealth of experience to the role. As Intrepid’s general manager of marketing for ANZ, she helped transform the region’s post-pandemic recovery, shifting from performance-driven tactics to a brand-first approach that delivered double-digit year-over-year growth. Her leadership has been instrumental in propelling record sales and brand recognition across Australia and New Zealand.
“I’m excited to take on this new chapter in the U.S. and expand our brand to reach more local agents and travelers,” said Louise Laing. “I’ve always believed great marketing starts with great storytelling and Intrepid has one of the best stories in the world. I can’t wait to grow our passionate, local team and connect with more U.S. agents and travelers.”
Laing will begin her new role on July 28, initially based in Melbourne before relocating to Seattle full-time in October. Laing’s move reinforces Intrepid’s long-term commitment to growth in the U.S. market and the continued expansion of its Seattle headquarters, which is emerging as the company’s strategic hub for North American operations.
“Louise is exactly the kind of bold, creative leader we need as we chart the next era of growth in the U.S.,” said Leigh Barnes. “She’s already proven what’s possible in ANZ and now she’s bringing that energy, vision, and passion for purpose to the American market. This move is more than a promotion – it’s a sign of what’s to come as we evolve our leadership model to better serve our travelers, partners, and communities.”
Laing’s career has spanned both agency and in-house leadership roles across the travel category, including delivering award-winning work for Qantas Group airline Jetstar, for destination management via Tourism Australia and Visit Victoria, and in OTA for Booking.com. She was named a 2024 scholar with The Marketing Academy and is known for building high-performing, values-aligned teams.
Source: Intrepid Travel
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