WHITE PLAINS-Hotelier Starwood Hotels & Resorts Worldwide has made three key executive hires, including the appointment of Sharon Rothstein, a 15-year marketing veteran, to head its newly formed Global Marketing Division.

Rothstein, a resident of Ridgewood, N.J., has been named senior vice president, Global Brand Marketing and will be responsible for developing the global brand positioning and market strategies for Starwood’s brands including Westin, Sheraton, Four Points by Sheraton, The Luxury Collection, St. Regis, W and Starwood Vacation Ownership. She will report to Bob Cotter, the company’s chief operating officer. According to Cotter, Starwood’s Global Brand Marketing group will fully participate in the design of all products for each brand including guest rooms, public space, food and beverage outlets, recreation facilities, spas, meeting rooms and other facilities. This oversight will extend to the marketing plans and execution by Starwood Vacation Ownership for its branded vacation ownership resorts.

“Sharon’s strong brand marketing background coupled with her operating experience make her an outstanding choice to define our brands, and ensure that our brand messages are translated into every nuance of the guest experience — from the aesthetics of our ad campaigns to our reservations procedures to the furniture in our guestrooms to the menus in our restaurants,” says Cotter. “We believe that Sharon is filling a vital role that is not unique to many businesses, but has been a void in the hotel industry.”

Most recently, Rothstein served as vice president, brand marketing for Starwood’s STARS division, a wholly owned subsidiary of Starwood responsible for the adoption and implementation of new technologies across Starwood’s various businesses. Before joining Starwood, she served as chief executive officer of Worldspy.com, where she directed and launched Worldspy.com the first e-commerce supported, free Internet Service Provider. Rothstein also spent 13 years with Procter & Gamble and the Nabisco Biscuit Co.

Additionally, Starwood reports it has appointed Dene Rogers as senior vice president, strategic planning and David Matheson as vice president, investor relations.

Rogers, a resident of Cos Cob-CT., joins Starwood from GE Capital Corp., where he was a senior vice president of business development. Prior to his tenure with GE Capital, Rogers was with Booz Allen & Hamilton, an international management consulting firm.

Matheson will be responsible for developing and executing all aspects of Starwood’s investor relations program targeted to shareholders, analysts and the investment community. He most recently served as vice president of public relations for Starwood Vacation Ownership Inc., a division of Starwood and the hospitality industry’s second largest vacation ownership developer.

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