Iberostar Hotels & Resorts has appointed Phil McAveety CEO in a newly created role, the company announced Tuesday.

Previously, McAveety oversaw global brand and digital strategy for Starwood Hotels and Resorts Worldwide, including for brands such as Sheraton, Westin, St. Regis and W Hotels. He was most recently a chief customer and business development officer at Spectre Group in Sydney, Australia. 

According to Iberostar, the CEO role was created for the hotels and resorts division to further the company’s expansion strategy following its business alliance with InterContinental Hotel Group. Iberostar partnered with IHG in September. 

The alliance added 70 hotels in Iberostar’s Beachfront Resorts brand to IHG’s system, granting IHG expanded access to key markets such as locations including Mexico, the Dominican Republic, Jamaica, Brazil and the Canary Islands. Iberostar retained 100% ownership of its properties in the deal.

Before pivoting to hotels, McAveety was global brand director at Camper International, which is owned by the Fluxás’, the same family that owns Iberostar. At Iberostar, McAveety will report to Iberostar Group’s CEO, Sabrine Fluxá. 

Prior to his work at Camper, McAveety held several positions across the U.S., Europe and Asia. He has nine years of marketing experience at Nike, which he joined in 1997, and also worked for the advertising agency Leo Burnett International. McAveety holds an executive MBA from Harvard Business School.

IHG is also currently undergoing a management shakeup. IHG Group will have a new CEO, Elie Maalouf, as of July 1. And in his place, IHG has designated Jolyon Bulley to take over as CEO of IHG Americas.