Malcolm Roughead has worked at VisitScotland for 20 years, first as director of marketing and then as CEO since 2010. The national tourism board is responsible for attracting visitors to Scotland; Roughead is overall lead for marketing, business tourism, research, e-business on both national and international levels. With a background in marketing on an international stage at companies such as Diageo, Guinness World Records and Nestlé he has considerable experience implementing multi-platform strategies and campaigns across FMCG, drinks, media and leisure sectors. Roughead has a reputation for skilled and strategic change management. He recently announced a new tourism strategic group would be established by VisitScotland in order to aid recovery from the pandemic. Roughead is a fellow of the Institute of Direct Marketing and a fellow and former chair of the Marketing Society in Scotland. In 2005, he received an OBE for services to tourism.