Choice Hotels International Announces New Vice President of Brand Strategy
ROCKVILLE, Md., June 18, 2013
ROCKVILLE, Md., June 18, 2013 /PRNewswire/ --Choice Hotels International,
Inc. (NYSE: CHH), one of the world's largest hotel companies, today announced
that Anne Engelking Smith has joined the company as Vice President of Brand
Strategy. Smith joins the company from AARP where she was responsible for
overseeing the AARP brand in commercial marketing and driving membership
growth including the organization's multicultural membership base.
At Choice Hotels, Smith will oversee the brand strategies for nine of the
company's midscale, economy and extended stay brands: Comfort Inn, Comfort
Suites, Sleep Inn, Quality Inn, Clarion, Econo Lodge, Rodeway Inn, Suburban
and MainStay Suites. Smith will lead the overall strategy for this portfolio
of brands to promote a compelling value proposition to both franchisees and
consumers, with goals of optimizing unit growth, and driving central
reservations. She will report to Alexandra Jaritz, Senior Vice President,
Brand Strategy and Marketing.
"Choice Hotels enjoys some of the strongest brands in the industry from our
iconic Comfort Inn to our storied Quality Inn which was the first of our
brands. Under Anne's leadership our portfolio of brands will become even
stronger," said Alexandra Jaritz, Senior Vice President Brand Strategy and
Smith's extensive brand management experience includes leadership roles at
Frito-Lay, Inc., a division of Pepsico, where she was responsible for
overseeing multiple award-winning campaigns and product launches including the
relaunch of SunChips. She also led innovation for a $5 billion portfolio that
included the Lay's, Tostitos and Rold Gold brands. Smith also led an effort
that highlighted the company's environmental sustainability practices to
evolve the company's corporate identity.
Anne received her MBA from Northwestern University's Kellogg School of
Management and undergraduate degree from the University of Texas at Austin.
Earlier in her career, Anne worked in the publishing field, where she produced
compelling content for science and technology textbooks to engage children in
learning and demystifying these subjects. The creative skills she honed
developing scholastic content combined with her educational background and
consumer packaged goods experience, have sharpened her ability to create a
compelling brand strategy and tell the "story" of a brand.
About Choice Hotels
Choice Hotels International, Inc. franchises over 6,200 hotels, representing
more than 500,000 rooms, in the United States and more than 30 other countries
and territories. As of March 31, 2013, 395 hotels, representing more than
30,000 rooms, were under construction, awaiting conversion or approved for
development in the United States. Additionally, 81 hotels, representing
approximately 7,000 rooms, were under construction, awaiting conversion or
approved for development in more than 20 other countries and territories. The
company's Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria
Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway
Inn brands, as well as its Ascend Hotel Collection membership program, serve
Choice Hotels International offers the Choice Privileges® rewards program.
With over 17 million members worldwide, it is one of the fastest growing
loyalty programs in the travel industry.
SkyTouch Technology is an initiative of Choice Hotels International, Inc. that
develops and markets cloud-based technology products to help industry-wide
hoteliers improve their efficiency and profitability.
Additional corporate information can be found on the Choice Hotels
International, Inc. web site, which may be accessed at www.choicehotels.com.
SOURCE Choice Hotels International, Inc.
Contact: Scott Carman, Choice Hotels, (301) 592-6361,
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