Mark Lapidus

Vice President, Product & Technology @Brand Usa

Lead global multi-platform strategy, product/content development, and information technology for the USA\'s destination marketing organization, founded by Congress in 2010. • Created GoUSA-TV, now streaming on television globally via linear channels and video-on-demand on XUMO, Samsung TV Plus in the U.K, India, Sweden & Netherlands, Plex, Vidda on Toshiba, Video Elephant, Roku, Apple TV, Amazon Fire, Google Chromecast, iOS, Android, Reach TV, GoTransit and other smart television platforms. • Produced hundreds of episodes/videos, working with dozens of agencies - distributed on OTT, FAST channels, social, websites and mobile. Over a hundred million minutes watched. • Directed the creation and launch of 16 international consumer websites in 8 languages at VisitTheUSA.com, while managing input from a large group of internal & external stakeholders; migrating over pages of content per site; negotiating contracts for the build; hosting/geo-targeting/acceleration; personalization; translation; imagery; and new content development. Simultaneously, launched a new corporate website at TheBrandUSA.com. Organic traffic up 35%. • Produced Brand USA\'s Global Marketplace website, one of the first virtual meetings websites in the travel industry. • Grew global social audience to over 6 million, increasing engagement through advertising and organic means on Facebook, Twitter, YouTube, Instagram, WeChat, Sina Weibo, PPTV, Qunar, Tudou and other emerging platforms. Engagement increased 50%+. • Increased emphasis on video creation, and syndication. • Successfully guided over 25 RFP committees to obtain new agencies and cutting-edge marketing products/tools. • Devised and implemented social media Influencer programs, obtaining significant reach and engagement. • Utilize research and analytics to course correct content and messaging by country. • Oversee information technology services. • Host \"Brand USA Talks Travel\" podcast.