15 AUG 2019: Playa Hotels and Resorts have announced the promotion of Kevin Froemming to the expanded role of executive vice president and chief commercial officer. In this newly created position, Froemming assumes the key leadership role in driving Playa’s commercial strategy and initiatives throughout revenue and distribution, global sales and marketing, e-commerce, as well as brand performance and deliverability.

With both top and bottom line responsibility, Froemming’s broadened role is designed to further leverage Playa’s operational efficiency and facilitate the integrated delivery of all customer touchpoints.

“Playa continues to build upon a structure that supports portfolio efficiency, innovation, and sustainable growth in the customer centric all-inclusive hospitality sector,” said chairman and CEO, Bruce Wardinski.

“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.”

Froemming previously served as Playa’s executive vice president and 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 our 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.

Prior to Playa Froemming was president of Unique Vacations, the worldwide representative of Sandals & Beaches Resorts and chief operating officer of the former Mark Travel Corporation, a now subsidiary of Apple Leisure Group.