Kevin Froemming has been named Playa Hotels & Resorts’ executive vice-president & chief commercial officer, a newly-created key leadership role for the company.
In his new role, Froemming will have responsibility for driving Playa’s commercial strategy and initiatives throughout revenue and distribution, global sales and marketing, e-commerce, as well as brand performance and deliverability. Froemming’s broadened role is designed “to further leverage Playa’s operational efficiency and facilitate the integrated delivery of all customer touchpoints,” the company said in a statement.
“Playa continues to build upon a structure that supports portfolio efficiency, innovation, and sustainable growth in the customer-centric all-inclusive hospitality sector,” said Bruce Wardinski, president and CEO of Playa Hotels & Resorts. “Kevin is a proven commercial leader with the sales and marketing acumen to capitalize on the strengths of the organization and those of Playa’s global brand partners. As we continue to create value for our stakeholders, his depth of experience, insight and industry reputation will be instrumental in achieving our goals,” he continued.
Previously, Froemming served as Playa’s executive vice-president & chief marketing officer. During this time, he was responsible for jointly launching the Hyatt Zilara and Hyatt Ziva brands in 2014, followed by the creation of the Panama Jack Resorts brand in 2017. He was instrumental in the recent launch of the company's Hilton all-inclusive resorts and played an integral role in integrating the Jewel Resorts portfolio into Playa following the business combination with Sagicor in 2018.
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