Best Western names Joelle Park CMO

BWH Hotels has appointed Joelle Park to the role of SVP/chief marketing officer, reporting to President/CEO Larry Cuculic.

Park leads the company’s global marketing, brand strategy and communications, including oversight of the company’s loyalty programs. She brings an extensive background in hospitality marketing, spearheading customer-centric programs with a proven track record of success, according to the company.

“BWH Hotels is at an exciting chapter in its celebrated history and brand evolution, with a strong portfolio of diverse brands,” she said. “I’m thrilled to be a part of the journey ahead. I am passionate about brand building, from uncovering the essence of a brand’s purpose to crafting insight-driven marketing that drives performance. Each brand in the portfolio is special, making this an exceptional opportunity to curate those unique brand attributes into a compelling story to share with the world.”

Added Cuculic, “We are very excited that Joelle is joining our team. Her extensive marketing background, knowledge and expertise will propel our future global success across our family of 19 brands and our strong loyalty programs. She is a tremendously strong leader who will effectively drive our collaborative global spirit and culture of inspiring travel through unique experiences.”

With more than two decades of marketing experience, Park brings a wealth of expertise driving business results through strategic and innovative marketing, and inspiring cross-functional teams to achieve shared goals, according to the company. Most recently, she served as VP, global enterprise and cross brand marketing at Hilton, overseeing strategy, branding and messaging for the Hilton portfolio of brands. Her work at Hilton included the recent launch of a breakthrough global brand platform and campaign. Throughout her career, she has held various marketing leadership positions spanning brand management, digital strategy, customer experience and product development.

Before entering the hospitality industry, she held management roles at various agencies crafting creative solutions for brands in retail, entertainment, travel and technology.