VisitScotland has appointed Charlie Smith as director of marketing, taking over from Malcolm Roughead who has performed the marketing role in tandem with his chief executive duties since 2010.
Roughead will remain as chief executive of VisitScotland with an increased focus on delivering overarching new policies and tactics for the organisation, while Smith will look to continue with the promotion of Scotland domestically and internationally.
Joining from OVO Energy, Smith has also held marketing roles at BT, Orange, Vodafone and the Royal Bank of Scotland.
Of his appointment, he said: “There are few opportunities that give you the chance to work in your home city and market your homeland - not many brands or products can top that for me.
“Scotland, it’s people, land and history offer a unique blend of experiences to travellers from all over the world and I hope that I can help build on the work that the team at VisitScotland has already done, to make travel and tourism such a dynamic and valuable part of the Scottish economy.”
The national tourism organisation hopes that Smith will bring his communications and digital experience along with fresh insights and a fresh approach to develop on VisitScotland’s success in the core areas of leisure and business marketing.
This comes as the COO of EventScotland – which forms part of VisitScotland – said that the country’s event industry ‘has never been in a better position'.