Marriott International has promoted Brian Povinelli to senior vice president and global head of marketing and brand, the company announced Wednesday. 

Povinelli joined Marriott in 2016 when it acquired Starwood Hotels, where he worked for 10 years and helped to reposition and grow the Westin, Sheraton and Le Meridien brands. 

Povinelli began his tenure at Marriott as SVP, global brand leader for Marriott's distinctive premium brand group, which includes Westin, Autograph Collection, Le Meridien and Renaissance Hotels. He has held the role of SVP, global brand, portfolio and loyalty marketing at Marriott for the past two and a half years.

In his expanded role, Povinelli will lead Marriott’s overall marketing strategy as well as its strategy around the end-to-end guest experience for its 22 premium, select and longer-stay brands, the company said. 

“We're excited to bring Brian’s strategic prowess, creativity and proven track record of designing transformative and world-class marketing and guest experience programs to this new role,” Peggy Roe, executive vice president and chief customer officer, said in a statement. “Adding guest experience to his role will ensure every consumer touchpoint is thoughtfully and effectively imagined and executed.” 

Additionally, Povinelli will oversee multiple teams, including Content Marketing, Loyalty Marketing, Portfolio Marketing, Purpose Driven Marketing, U.S. and Canada Demand Generation Marketing, Marketing Partnerships, Premium & Select Service Brand Marketing and Brand Management, and Riott Haus, Marriott's internal creative agency. 

“This is a tremendous opportunity to position Marriott as a complete travel marketplace that will inspire and deliver transformative travel experiences for consumers whether they want to book a hotel or vacation rental, go cruising with us or indulge in once in a lifetime Marriott Bonvoy Moments and more,” Povinelli said in a statement. 

Povinelli will remain based at Marriott’s headquarters in Bethesda, Maryland. The company said the expansion is additive to his previous role.