VisitScotland announced the appointment of experienced advertising and marketing industry executive Jill Walker as its new Director of Marketing and Digital to succeed Vicki Miller, who will become the national tourism organisation’s CEO next month.

Walker, Head of Marketing at the Scottish Government, will take up the role on October 21, 2024.

“Jill has extensive experience in both the public and private sector, holding several senior marketing and digital marketing roles,” said VisitScotland.

“In her current position at the Scottish Government, she has led some of Scotland’s most high-profile and innovative marketing and digital initiatives, effectively aligning them with key Scottish Government policies.”

Miller said: “Jill’s impressive career and well-earned reputation made her a unanimous choice for our panel.

“Her extensive experience in marketing and leadership, combined with her deep understanding of Scotland’s public sector, will be instrumental as we continue to enhance Scotland’s global reputation as a must-visit, must-return year-round destination.

“This supports our core purpose to drive the visitor economy, growing its value to Scotland.

“Jill will lead our marketing directorate, working closely with teams right across the organisation as well as stakeholders the length and breadth of the country.

“She will also become an integral part of my new leadership team, helping to realise our vision in creating better places for people to live, work and visit.”

Walker said: “Scotland is an incredible country and I feel privileged and immensely proud to have been selected to take forward this responsibility. I’m looking forward to working closely with Vicki and the entire team to market Scotland’s incredible tourism and events offering to audiences from near and far. “

Miller will formally take over as VisitScotland CEO on October 1, taking over from Malcolm Roughead, who retires after 23 years with the organisation.