The parent company of the Sheraton chain has hired former Coca Cola and Procter & Gamble executive Javier Benito to manage its marketing.
Starwood Hotels & Resorts Worldwide Inc. said Monday that Benito will report directly to CEO Steven Heyer and will be responsible for all aspects of marketing worldwide.
The mission is to redefine brand positioning for Westin, Sheraton, Four Points by Sheraton, The Luxury Collection, St. Regis and W Hotels, the company said.
Heyer said Benito "thoughtfully breaks old rules and creates new ones, which gels perfectly with our desire to move from functional to emotionally relevant branding."
In addition, the company has hired Scott Bedbury, a former Starbucks CMO and Nike marketing executive, to serve as a brand advisor.
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