Diversity Travel, a TMC that claims to be not-for-profit travel experts, announced the appointment of DeAnne Dale as general manger for the US reinforcing, according to the announcement, the company’s commitment to strategic growth and expansion across North America.

Dale joins Diversity Travel from Reed & Mackay, where she served as senior vice president for global strategy and consulting. With over 25 years of experience in the corporate travel industry, said the announcement, she brings extensive expertise in market expansion, revenue growth and driving innovation within the sector.

In her new role,said the announcement, Dale will lead the US commercial team and drive operational excellence as the business continues to invest in innovative technologies to support clients across the region. Diversity Travel established its US presence in 2017 and has since continued to expand its footprint. Today, said the announcement, the non-profit sector faces increased pressure to maximize resources while meeting strict audit and compliance requirements tied to funding.

Sam Whittle, chief commercial officer of Diversity Travel, said Dale “is the ideal leader to take our North American operations to the next level, and we’re thrilled to welcome her to the team. She has a proven track record of expanding market presence, and leading major initiatives to drive brand awareness and sales growth. Her leadership will be invaluable as we continue to build on our success in the US.”

Dale said she is excited to join Diversity Travel “at such a pivotal time for its North American expansion.” She said, “I look forward to working with the talented team to strengthen our presence, provide greater choice for travelers, and deliver cost-effective, high-quality travel solutions to our clients.”