As UK Managing Director, Rachel is focused on leading and developing Destination Canada’s UK market strategy and tactical plans to optimize the strategic growth opportunity in the UK. Rachel has more than 20 years of experience in promoting destinations internationally both at a city level within Manchester, Cheshire, and Lancashire, and at a national level as part of a team working with colleagues at Visit England and Visit Britain. In Manchester, she developed an internationalization strategy with place promotion at its core, working with global brands such as Manchester City and Manchester United to grow the profile for the city in strategic markets. More recently, prior to Destination Canada, Rachel was the Chief Executive of Marketing Lancashire, a strategic place promotion agency working to promote Lancashire as a place to live, visit, study, work and invest. She significantly built on the momentum the county had been generating to raise its profile nationally and internationally.