Rothstein, a resident of Ridgewood, N.J., has been named seniorvice president, Global Brand Marketing and will be responsible fordeveloping the global brand positioning and market strategies forStarwood's brands including Westin, Sheraton, Four Points bySheraton, The Luxury Collection, St. Regis, W and Starwood VacationOwnership. She will report to Bob Cotter, the company's chiefoperating officer. According to Cotter, Starwood's Global BrandMarketing group will fully participate in the design of allproducts for each brand including guest rooms, public space, foodand beverage outlets, recreation facilities, spas, meeting roomsand other facilities. This oversight will extend to the marketingplans and execution by Starwood Vacation Ownership for its brandedvacation ownership resorts.

"Sharon's strong brand marketing background coupled with heroperating experience make her an outstanding choice to define ourbrands, and ensure that our brand messages are translated intoevery nuance of the guest experience -- from the aesthetics of ourad campaigns to our reservations procedures to the furniture in ourguestrooms to the menus in our restaurants," says Cotter. "Webelieve that Sharon is filling a vital role that is not unique tomany businesses, but has been a void in the hotel industry."

Most recently, Rothstein served as vice president, brandmarketing for Starwood's STARS division, a wholly owned subsidiaryof Starwood responsible for the adoption and implementation of newtechnologies across Starwood's various businesses. Before joiningStarwood, she served as chief executive officer of Worldspy.com,where she directed and launched Worldspy.com the first e-commercesupported, free Internet Service Provider. Rothstein also spent 13years with Procter & Gamble and the Nabisco Biscuit Co.