Marriott International, Inc. based in Bethesda, Maryland, USA, has nearly 6,000 properties in 120 countries and territories. The company recently completed its US $ 13 billion acquisition of Starwood Hotels & Resorts Worldwide, Inc., creating the world’s largest hotel company and a unified brand which will be known as Marriott International. The Starwood name will, therefore, cease to exist. Let’s take a look at who the hospitality behemoth’s key brand marketers and  agency relationships are. (Based on information in Portada’s Interactive Databases of Marketers).

Now that Marriott’s takeover of Starwood is complete, the combined 30 brands, see below, operate more than 5,700 hotels and 1.1 million hotel rooms in 120 countries. Marriott International has completed its acquisition of Starwood Hotels & Resorts Worldwide creating a unified brand, The company’s 30 leading brands include: Bulgari®, The Ritz-Carlton® and The Ritz-Carlton Reserve®, St. Regis®, W®, EDITION®, JW Marriott®, The Luxury Collection®, Marriott Hotels®, Westin®, Le Méridien®, Renaissance® Hotels, Sheraton®, Delta Hotels by MarriottSM, Marriott Executive Apartments®, Marriott Vacation Club®, Autograph Collection® Hotels, Tribute Portfolio™, Design Hotels™, Gaylord Hotels®, Courtyard®, Four Points® by Sheraton, SpringHill Suites®, Fairfield Inn & Suites®, Residence Inn®, TownePlace Suites®, AC Hotels by Marriott®, Aloft®, Element®, Moxy® Hotels, and Protea Hotels by Marriott®. The company also operates award-winning loyalty programs: Marriott Rewards®, which includes The Ritz-Carlton Rewards®, and Starwood Preferred Guest®

Who is in Charge?

Arne Sorenson remains President and Chief Executive Officer of Marriott International, and Marriott’s headquarters continues to be located in Bethesda, Maryland. Daphne Sipos is the Director in charge of Global & North America Marketing and Doreen Burse Vice President of Global Sales, North America is responsible for providing strategic leadership and management oversight to Marriott’s North American Global Sales Organization. Mara Hannula is Vice President Global Brand Marketing  and Brian King, Global Brand Officer.Brian Gilligan is Senior Vice President Sales, North America and  Michelle Ogle is Director, Global Paid Media.

To get detailed contact information of the above decision makers at Marriott AND ACCESS TO AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Research Sales Manager Silvina Poirier at silvina@portada-online.com to activate your subscription.

Sources at Group M’s Media:edge confirmed that the agency still handles Marriott’s U.S and LatAm media business (see below).



The Marketers for Marriott in Latin America 

Seventeen hotels were signed into the Marriott’s Caribbean and Latin America development pipeline in 2016, totaling nearly 2,500 hotel rooms. By 2022 the company is planning to open 38 additional properties, reinforcing Mexico’s status as Marriott’s top market within the region.

Based in Miami, Kimberly Boykan Lewin is Marriott International’s Account Manager – Brand, Marketing, & Digital Caribbean & Latin America Resorts. Ana Tomicevic is Director of Brand Marketing & Partnerships, Caribbean and Latin America and Patricia Lascano is Area Director of Sales & Marketing, Caribbean & Latin America. Alex Fiz Regional is the Regional VP of Sales & Marketing – Caribbean and Latin America Region.

To get detailed contact information of the above decision makers at Marriott AND ACCESS TO AN INTERACTIVE DATABASE OF MORE THAN 2,000 MARKETERS targeting Latin American consumers, please contact Research Sales Manager Silvina Poirier at Silvina@portada-online.com to activate your subscription.

Amanda Gill is Marriot’s Director Account Management, Brands – Marketing-Digital – Caribbean & Latin America and Diana Plazas Vice President, Brands, Marketing & Digital. Laura Alfonsin is the Associate Director of Online Marketing.

In 2011, Marriott International Inc. awarded its global business to MEC, following a pitch. The account covered both media planning and buying for all of Marriott’s brands, including Marriott Hotels and Resorts, the Ritz-Carlton, and Marriott Rewards. Stanlei Bellan is Head of Mec Miami office, where Tata Cortés is the new responsible for the Marriott account.

Kerstin Sachl, Director of Public Relations and Social Media for Marriott International, Caribbean and Latin America is in charge of all media relations for all Starwood brands in the region.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

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  • Samsung

descarga (1)Leo Burnett Tailor Made has won Samsung regional media account. The account was being handled by Starcom, the agency network that is also part of Publicis Groupe. LBTM already worked as creative hub for the region.


  • Olympic Games – Rio 2016 

e_X0eFk8_400x400In the midst of a political and economic crises, Brazil is getting ready for Olympic sports. Six marketers are paying a total of US$420 million (US$70 million each) to sponsor dominant broadcaster TV Globo’s coverage of the games. About 96 million Brazilians watch Globo every day, according to Adage. The network has been bombarding its audience with content and ads for the last year with the aim of building an Olympic spirit under the slogan “Somos Todos Olimpicos” (“We’re All Olympians.”)The six sponsors, Coca-Cola, Procter & Gamble, Fiat, Nestle, Bradesco bank and wireless provider Claro, are paying for an Olympics package that includes ads and mentions on TV and Globo.com,.Globo also created the Gold Team, a group of 10 Brazilian gold medalists who have been in training for two years to be TV presenters. And Globo developed a virtual table that uses augmented reality to recreate key moments from Olympic contests so commentators can explain tactics and strategy.In adition, Dentsu-owned Rio agency NBS and Posterscopeinvented mosquito-killing billboards. The panels attract mosquitos within a 2.5 mile range by emitting the scent of human sweat and respiration and using fluorescent lights. Once trapped, the mosquitos die of dehydration.

  • LATAM Airlines

nLATAM Airlines Group revealed its new aircraft design at simultaneous launch events in countries where the group operates.In addition to the new image of LATAM aircraft, the company presented a number of other changes that will be visible from May onwards, including new uniforms, airport signage and counter design as well as a consolidated website (www.latam.com).The first flight of a LATAM-branded aircraft, a Boeing 767, will depart from Rio de Janeiro on 1 May on a one-off journey to Geneva to collect the Olympic torch.  The specially prepared aircraft will then return on 3 May to Brasilia, the starting place of the Rio 2016 Olympic Torch Relay between more than 300 Brazilian cities.On 5 May, the first three commercial flights of aircraft with the new LATAM image will operate the following routes: São Paulo-Santiago; Santiago-Lima and São Paulo-Brasilia.More than 50 aircraft are anticipated to be rebranded before the end of 2016 and the fleet-wide process is expected to be finalized in 2018.  From 5 May, LATAM’s evolution will also become visible in 13 airports. Changes will range from new-look check-in counters and VIP lounges to rebranded boarding passes and screen displays.

  • Aeromexico

NMZvH2-T_400x400Aeromexico, Mexico’s global airline, was present at the 2016 edition of the Tianguis Turístico travel trade show where it announced its newest routes and flights to further enhance its domestic and international connectivity network.As a symbol of Aeromexico’s commitment to its customers in the State of Jalisco, Goytortua noted that on June 1st, the carrier will start to serve the Cancun market with nonstop flights on board its modern AM Contigo AM B737-800 aircraft with 174 passenger seats, connecting passengers to its domestic and international destinations from cities like Fresno, Los Angeles, Sacramento, and Mexicali, among others. Customers will also be able to continue on their journey to Havana in Cuba from Cancun.     He also announced that on July 1st, the carrier will start to serve the Guadalajara-Mérida route with a daily nonstop flight operated with Embraer 190 aircraft with 99 passenger seats, connecting to Chicago, Ontario, San Francisco, and Tijuana, among other destinations in Mexico and the United States.

  • Starwood

VzPFKJX8_400x400Starwood Hotels & Resorts Worldwide, Inc.®  announced that its Aloft brand will soon debut in Peru, with two new properties in Lima. Aloft Lima Miraflores and Aloft Lima Costa Verde are set to open in 2018. Both hotels are owned by and managed by Libertador, one the leading hotel groups in Peru. Grupo Libertador also owns and manages three Starwood hotels under The Luxury Collection brand in Cusco, Urubamba and Paracas and The Westin Lima Hotel & Convention Center.Aloft is Starwood’s fastest growing brand with 100 hotels in 16 countries now open and the company’s second largest pipeline in hotels.


With Marriott‘s acquisition of Starwood, the largest hotel chain in the world is born. And what implications will
this have for both of their expansion strategies for Latin America?

By Gretchen Gardner

Tourism has been growing in the region, with a general increase in foreign direct investment and a strong middle class that can afford to travel for the first time. The region has seen resilience in the face of remarriottcession and both chains were positioning themselves to dominate it.

While the northern part of LatAm, like Mexico, showed stronger growth than the southern due to a fall in commodity prices and devaluation in countries like Argentina, in a sense it remains uncharted territory with a strong potential for branding. As assets, land and construction are affordable, there is no reason not to take a risk and hope for the best in the long term. Let’s take a look at both chain’s strategies in Latin America until now:


Prior to the merge, on top of its focus on the mid-market and luxury hotel sectors, with a particular focus on Mexico and Brazil, Starwood made a big announcement with the release of the Tribute Portfolio in October at the South American Hotel and Tourism Investment Conference. Starwood Senior Vice President and Chief of Latin American Operations Jorge Gianattasio explained that almost 65% of hotels in Latin America are unbranded (as opposed to 40% in the United States. “And, while not all independent hotels are in the upper-upscale category required to be affiliated with Starwood, there are many exciting independent hotels in unique and non-traditional destinations which in fact are a perfect fit, and that’s where we want to focus.”

Starwood’s goal is not to get rid of these hotels’ unique identities and re-brand them, but to incentivize independent hotels to sign on with Starwood to take advantage of the global sales network and booking channels as well as the 20 million Starwood Preferred Guests members.

Starwood has been operating 94 hotels and resorts across the region, a list that incorporated eight of the company’s nine different brands like The Luxury Collection, St. Regis, Sheraton, Westin, W Hotels and Le Méridien, as well as the Four Points by Sheraton and Aloft, which form part of Starwood’s “Specialty Select Brands,” that markets to young, cultured and tech-savvy business travelers.

Starwood has long focused on “world-class” hotels through brands like the Sheraton (with a branding focus on “bringing people together through communal experiences”) and Four Points lines, and is the largest five-star hotel operator in Brazil, with nine properties. These hotels were branded as offering personalized service to refined and well-traveled guests.

But the hotel chain has introduced new concepts into its branding with the Aloft line, which has a particular focus on competing with apartment and room rental services like Airbnb. They are modern hotels whose guests who can use their smart phones to replace physical keys. There are currently operating Aloft hotels in Cancun and Guadalajara, Mexico, Asuncion, Paraguay and Montevideo, Uruguay. Starwood is planning to open eight more SSB hotels in LatAm, which will increase their presence in the region by 45%.

Additionally, Starwood has been developing four hotels in Mexico with GH Pegasus and Hoteles Real Chihuaha, opening Aloft Tijuana, Aloft Coatzacoalcos and Aloft Poza Rica by the end of 2017. On the luxury end, the Sheraton Chihuahua Soberano Hotel was opened this month. These hotels were part of the chains big efforts to expand the Aloft brand’s presence in Latin America and the Caribbean. An Aloft in Hermosillo, Mexico will also open in 2016.

Starwood has also increased its presence in Colombia over the recent years, where there are many secondary and tertiary cities hosting domestic business travel. The chain had announced plans to increase the number of Four Points hotels, opening in cities like Bogotá and Baranquilla. Just as business has demonstrated growth in the country, so has tourism. Starwood has already opened its luxury brand W Hotel in Bogotá, and also debuted its beachfront Sheraton hotel in the colonial beach city of Cartagena.


Marriott’s branding theme for 2015 was “crossing new borders,” which is appropriate given the significant expansion that the company made into the region, especially in developing countries like Guyana and Haiti, reflecting a growing interest in developing markets and their strong middle classes. The hotel chain has also expressed interest in increasing the awareness of the diversity of Marriott’s brands in LatAm. Laurent de Kousemeaker, Chief Development Officer for the Caribbean and Latin America Region,  stated at the South American Hotel and Tourism Investment Conference in October: “We will be introducing new brands in the region, to appeal to different markets, different economic levels, and to create new options for travelers – with our AC, Residence Inn, and Fairfield brands.”

Marriott has also invested heavily in expansion in the Caribbean and Latin America, with a focus on Mexico. The chain recently opened its 100th hotel in the region this month, the JW Marriott Puerto Los Cabos in Mexico.

In 2015 alone, Marriott opened eight hotels in LatAm and the Caribbean, and plans to open nine more by early 2016: the Marriott Port-Au-Prince in Haiti, the Renaissance Jaragua Santo Domingo hotel in the Dominican Republic, the Courtyard by Marriott Santiago, Chile, and the Fairfield Inn Queretaro in Mexico, to name a few.

But Marriott has also shifted its focus to Brazil, having recently announced plans to open 11 hotels across the country with an investment of $100 million. In the long term, the chain hopes to sell the hotels to locals while retaining management roles.
Marriott’s President of Caribbean and Latin America Tim Sheldon said: “Brazil’s economy, while it confronts structural and policy challenges, is still in the top eight largest economies in the world and has excellent long term prospects. The lack of reliable domestic hotel product and services represents a large opportunity for our moderate-tier brands, which we have adapted to the tastes of the Brazilian travelers — providing them both value and options.”

CHECK OUT: Best Western’s Latin American and U.S. Hispanic Marketing Strategy 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 40 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Turner Broadcasting

thHorizon will handle media buying for all Turner networks, including CNN, TNT, TBS, Cartoon Network and Turner Sports, among others. Incumbent MediaVest, which handled the account since 2010, was not invited to defend. Dennis Camlek, senior VP, Turner Media Group, and an agency veteran who worked at both Horizon and PHD, was involved in the decision to select Horizon. This is the second major piece of business that has shifted from Starcom MediaVest Group to Horizon this year, following Burger King’s $250 million account.

  •  Kohl /Dreamworks

descargaThe retailer Kohl’s will introduce a new line of clothing for teen girls, developed in association with AwesomenessTV, a unit of DreamWorks Animation, which wants to branch out into the merchandising business. To promote the clothing, AwesomenessTV developed a scripted video series featuring two of its stars that will highlight the clothing. Kohl’s will buy ads on the channels and Awesomeness will get royalties on Kohl’s in-store sales of the clothing line.

  •  Avocados from Mexico

descarga (1)Avocados from Mexico is releasing its 2014-15 retail promotional activity this Hispanic Heritage Month with “Échale al Asador” (Toss it on the Grill), a fully integrated program for Hispanic accounts. The program will feature a mobile sweepstakes and a coupon-recipe savings offer as well as digital, social media and in-store merchandising. This is the first Avocados From Mexico mobile program that will be targeted to Hispanic consumers. Consumers will be able to text to win to enter in the sweepstakes, access the coupon and grilling recipes from their mobile device.

  •  Hyundai

descarga (2)For its fourth year as NCAA college football sponsor, Hyundai , is returning with an integrated campaign advertising the brand’s car lineup by an effort that focus around the 17 college football programs it sponsors through IMG College. The campaign comprises TV, print, radio, digital, and social media as well as YouTube and social food network Tastemade.The campaign was developed by via Innocean U.S.A, Hyundai’s agency of record.It includes a national TV spot and a number of regional ads to air in college markets where Hyundai-sponsored teams are located. The spots air during the 18 SEC on CBS national games. The regional team-sponsorship arrangement includes Tastemade making a 13-episode “Grill Iron” series on YouTube about each schools’ epicurean habits around football. At the end of the regular season, Hyundai will host a cookoff in Los Angeles with the season’s best chef selected by the viewing audience at Tastemade’s studio.

  • Starwood

descarga (3)Starwood Hotels & Resorts is releasing a US $30 million advertising campaign to expand its Starwood Preferred Guest (SPG) loyalty program into the business-to-business market. The SPG Pro program builds on the company’s consumer-facing initiative that already skews towards tech-savvy members.Starwood’s digital media plan centers around the company’s first LinkedIn ad buy designed to attract business professionals on the social site. In addition to LinkedIn, Starwood is also buying promos on Facebook and will boost YouTube and Twitter content. Leading up to the program’s launch in October and throughout the year, Starwood will post new videos on YouTube that leverage all nine of the company’s hotel brands to show real customers’ stories.On Twitter, Starwood has started the new hashtag #spgpro to expand the Twitter and Instagram efforts for the consumer-facing program.The hotel chain claims that 50 percent of global bookings are made by SPG members.Starwood its counting on its sales team to pick top business customers to be the faces of the campaign across different categories.

  • Jack Daniel’s

Jack-Daniels_Few-and-Far-Between_thumbnailJack Daniel’s new digital campaign called “The Few and Far Between” centerpiece is a website that houses stories gathered from across the country that the brand refers to as tales of “mischief, revelry and whiskey.” The campaign has been developed by Arnold Worldwide and digital production company MediaMonks. The site captures 30 stories from New York City, Santa Monica, Calif., New Orleans and elsewhere using a variety of storytelling methods, including audio, video and the written word. Some of the stories involve Jack. The brand will promote the site with paid digital ads, including a partnership with Vice. A photo contest hosted on the Jack microsite asks viewers to submit photos under pre-written headlines. The winning image will be made into an ad featured in Vice.

  • GE

hqdefaultGE will unveil a two-minute TV spot called “The Boy Who Beeps,” during the opening game of “NFL Thursday Night Football”, the introduction of its fall campaign for “Language of Industry.” The spot is being presented more of a film than as a commercial and is designed to show the evolution of GE’s two-year-old Industrial Internet business. In the spot, also created by BBDO New York, a baby is born and communicates by beeping. As the story unfolds, the boy grows up and learns how to manipulate machines with his beeps — changing the channel on the TV, moving toy cars, even changing traffic lights. GE will continue to use the two-minute format during other NFL games, NHL games and “Saturday Night Live. “It will also create a series of 30-second spots, print ads, content-marketing partnerships and social-media campaigns to tell the story of the Industrial Internet. The company declined to provide details on the campaign’s budget.

  • Rock Health

descarga (4)Rock Health, which provides funding for health-care technology start-ups, rolled out a new campaign to recruit tech-savvy entrepreneurs into the health-care field.The integrated campaign, created by BBDO San Francisco, uses emotional appeal to connect with digital entrepreneurs.The campaign, unveiled at the Health Innovation Summit in San Francisco Aug. 21, will move on to other health-care events and will be promoted online through social media and banner ads.In the ads, Rock Health uses iconic images from popular social media and digital companies , without directly naming these companies.

  • Metro Newspaper Advertising Services
    Roxanna Rivas is the new Business Development Director for Multicultural at New York City based Metro Newspaper Advertising Services. Metro Newspaper Advertising Services does multicultural newspaper ad placements for major companies including A&TT and Allstate.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!