Starwood Shakes Up Its Brand Team

John Peyton is the company's new senior vice president, brands and shared services.
John Peyton is the company's new senior vice president, brands and shared services.

Starwood Hotels & Resorts has announced five executive appointments to its global brand organization.

The move follows the resignation of former CEO Frits van Paasschen back in February, which saw Adam Aron, a Starwood director since 2006, take over the CEO position in the interim. 

Now Starwood has appointed John Peyton to the new role of senior vice president, brands and shared services. Peyton, who most recently led the company’s Global Initiatives team, will combine his expertise in global operations and brand building to drive innovation across Starwood’s 10 brands. During his 15-year tenure at Starwood, Peyton has held a number of senior operations and marketing positions, and in 2005, he led a significant brand positioning effort for Starwood, called Building World Class Brands. In his new role, Peyton will also oversee food and beverage, revenue management and Starwood’s integration strategy for Design Hotels.  He will report directly to Aron. 

Dave Marr has been appointed global brand leader, Sheraton and Tribute Portfolio. Most recently, Marr led Starwood's six full-service brands in North America, including oversight of digital, loyalty and partner marketing, field marketing, and architecture and construction in the division. He also led the successful launch of the Tribute Portfolio for independent hotels, which debuted last month and is slated to reach more than 100 hotels in the next five years. In his new role, Marr will kick off and lead significant revitalization efforts for Sheraton, Starwood’s biggest and most global brand.

Jim Petrus returns to the company to take on the role of global brand leader, St. Regis. Petrus was previously with Starwood for more than a decade, serving as senior vice president, operations. For the past nine years, he has served as chief operating officer for Trump Hotels Collection.

24-year Starwood veteran Hoyt Harper has assumed the role of global brand leader, The Luxury Collection. Harper, who most recently led Sheraton, returns to his luxury roots, which date back to the 1990s when he integrated The Luxury Collection into then-Sheraton Club International, making it the first luxury brand to participate in a hotel loyalty program. Harper will further refine brand strategy, including investment in landmark renovations and the debut of marquee conversion hotels.

Anthony Ingham has been named global brand leader, W Hotels Worldwide. With 15 years of hospitality experience and leadership roles in both Starwood’s EMEA and North America divisions, Ingham has deep experience in brand strategy and marketing communications as well as portfolio management and owner relations.  Ingham will help guide W Hotels as it expands to new markets, such as Amsterdam, Shanghai, Dubai, Tel Aviv and Goa in the coming year.

Paul James, who was formerly the global brand leader for St. Regis Hotels and Resorts, The Luxury Collection and W Hotels Worldwide, has left the company to move back to the U.K. to be closer to family, Starwood has confirmed.

Brian Povinelli will continue in his position as global brand leader, Westin and Le Méridien, and Brian McGuinness, global brand leader, specialty select brands, will continue to oversee Starwood’s specialty select portfolio, comprised of the Aloft, Element and Four Points brands. 

All global brand leaders will report directly to John Peyton.