InterContinental Hotels Group (IHG) has chosen Peter Gowers to be its first chief marketing officer.
Gowers, 33, will head up the group's marketing operations across 100 countries for its seven brands, including InterContinental, Crowne Plaza and Holiday Inn.
Chief executive officer Andrew Cosslett said: "As we focus further on being a manager and franchisor in the hotel industry, our brands become an even more important part of our growth strategy."
An IHG spokesman said it seemed sensible to have a global marketing head to ensure there was clear brand differentiation. "This reflects our focus on managing and being a franchisor of hotels."
Gowers was formerly executive vice-president for global brand services at IHG. He had held a number of senior roles at Six Continents before IHG was formed in April 2003.