Caitlin Johnson

Head of Integrated Marketing, VisitBritain

Caitlin Johnson is the Head of Integrated Marketing at VisitBritain, with 13 years of experience working across sectors including fashion, lifestyle, and travel. 

Caitlin has worked for VisitBritain, promoting the UK as a destination to visit today, and working with partners to promote and develop the visitor economy to a global audience for the past 7 years. 

Currently, she oversees the global integrated marketing activity inclusive of PR/influencer, social media, and paid campaigns. Within Caitlin’s team, the focus is on creating, implementing and measuring global channel strategies and leading paid campaign marketing activity across five priority markets in order to extend the brand Britain story across paid, owned and earned channels. Caitlin alongside her team deliver against VisitBritain’s objective to engage the best prospect audiences for Britain in order to drive immediacy to visit and drive economic growth across Britain, prioritising regional/seasonal spread, building brand reputation/ increasing perceptions, and driving incrementality to visit Britain.