BWH Hotels Names Joelle Park SVP and Chief Marketing Officer

Joelle Park

PHOENIX, Arizona—BWH Hotels has appointed Joelle Park to the role of senior vice president and chief marketing officer. As a member of the executive team, Park will lead the company’s global marketing, brand strategy, and communications, including oversight of the company’s loyalty programs.

“BWH Hotels is at an exciting chapter in its celebrated history and brand evolution, with a strong portfolio of diverse brands. I’m thrilled to be a part of the journey ahead,” said Park. “I am passionate about brand building, from uncovering the essence of a brand’s purpose to crafting insight-driven marketing that drives performance. Each brand in the portfolio is special, making this an exceptional opportunity to curate those unique brand attributes into a compelling story to share with the world.”

“We are very excited that Joelle is joining our team. Her extensive marketing background, knowledge, and expertise will propel our future global success across our family of 19 brands and our strong loyalty programs,” said President and CEO Larry Cuculic. “She is a tremendously strong leader who will effectively drive our collaborative global spirit and culture of inspiring travel through unique experiences.”

Most recently, Park served as vice president, global enterprise and cross-brand marketing at Hilton, overseeing strategy, branding, and messaging for the Hilton portfolio of brands. Her work at Hilton included the recent launch of a global brand platform and campaign. Throughout her two-decade-long career, she has held various marketing leadership positions spanning brand management, digital strategy, customer experience, and product development.


Before entering the hospitality industry, Park held management roles at various agencies crafting solutions for brands in retail, entertainment, travel, and technology. She is an alumnus of the University of Virginia.

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