VisitScotland promotes marketing chief to CEO

VisitScotland has promoted director of marketing Malcolm Roughead to the role of chief executive.

Roughead succeeds Philip Riddle and also retains his strategic marketing responsibilites. The appointment comes alongside a restructuring of senior staff in a bid to create annual savings of £335,000.

The tourism body is cutting the number of directors in the organisation from six to four and investing savings in marketing Scotland.

Roughead, a former Diageo marketer, has been director of marketing at the organisation since 2001 and has been acting chief executive since June.

Roughead has said he wants a stronger partnership of working with the tourism industry and a review of key functions to respond to the current challenges in the public sector.

He recently helped develop a £5m campaign targeting people living in the UK and Europe following the ash cloud crisis generated by the Icelandic volcano earlier this year.

He joined VisitScotland from Diageo in May 2001 where he was global sales and marketing director for Guinness World Records.

Roughead says: “VisitScotland has transformed itself over the last decade and I am looking forward to leading the organisation as it continues to change and develop. In the current climate it’s crucial we work together to grow tourism. VisitScotland generated more than £400m for the Scottish economy last year – representing a return of more than £20 for every £1 invested. I want to work closely with the tourism industry to achieve even greater growth in the years to come as I believe that tourism is vital to economic growth and creating new jobs.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here