WHITE PLAINS, NY— Former Coca-Cola executive Javier Benito has been named executive vp and chief marketing officer at Starwood Hotels & Resorts Worldwide, Inc. Benito will report to Starwood CEO Steven Heyer. In his new role at Starwood, Benito will be responsible for all aspects of marketing worldwide. He will work closely with Heyer to redefine brand positioning for Westin, Sheraton, Four Points by Sheraton, The Luxury Collection, St. Regis and W Hotels. According to Heyer, Starwood has embarked upon several new marketing collaborations unique to the hotel category that Benito will now lead. Starwood recently engaged Creative Artists Agency (CAA), a major entertainment, talent and marketing agency, “to strategically infuse pop culture” into Starwoods brands and properties. In addition, the company hired Scott Bedbury, a former Starbucks CMO and Nike marketing executive, to serve as a brand advisor and consultant to the company as it revamps its marketing and brand strategies. Prior to his appointment, Benito was the U.S. retail division president and chief marketing officer for Coca Cola North America. He joined Coke in 1994 and served in a variety of global positions including division marketing director for Central and Eastern Europe, senior vp of marketing and operations for Brazil and division president of the Nordic and Baltic division. Benito also served for seven years with Procter & Gamble. He held positions in the U.S. and Spain managing brands including Tide, Bold and Mr. Clean.
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