Marriott Appoints Former General Mills CMO Brad Hiranaga for Global Experience Design

Marriott's Bold Move: Appointing Brad Hiranaga

In a strategic initiative to enhance its global brand strategy, Marriott International has appointed Brad Hiranaga, former chief marketing officer (CMO) at General Mills, as the new Senior Vice President of Global Experience Design. This pivotal role aims to innovate how Marriott interacts with its customers across its extensive portfolio of over 30 brands worldwide.

Bringing Fresh Perspectives from Diverse Industries

Hiranaga's diverse background encompasses more than two decades across various sectors, including consumer packaged goods, fashion, and retail. Prior to joining Marriott, he served as CMO at General Mills for 16 years, where his insights helped shape memorable campaigns for brands like Cheerios and Betty Crocker. After a brief consultancy role at Beyond Meat, he transitioned to take on the chief brand officer position at Cotopaxi, an outdoor clothing brand known for its social impact initiatives.

Focus on Consumer Insights and Brand Loyalty

Marriott's Executive Vice President and Chief Customer Officer, Peggy Roe, highlighted Hiranaga's entrepreneurial spirit and brand leadership, stating that he will ensure the company's growth strategy is rooted in clear consumer insights and high standards. Hiranaga’s appointment comes at a time when enhancing customer loyalty and experience is crucial, especially as the hospitality industry continues to rebound from pandemic-related challenges.

Navigating the Evolving Landscape of Hospitality Marketing

The hotel chain has been focusing on its loyalty program, Marriott Bonvoy, which is central to its marketing strategy. As Roe puts it, “Marriott Bonvoy is not just a rewards program; it’s a way to forge connections between consumers and the experiences they cherish.” With Hiranaga’s expertise, Marriott aims to amplify these connections through innovative design and data-driven marketing strategies.

Strategic Growth Amidst Competition

Marriott's decision to bring in Hiranaga is further validated by its impressive financial performance, with the company reporting an 18% increase in net income in Q1 2025, reaching $665 million. This growth underscores the essential need for targeted brand strategies that adapt to evolving customer expectations and industry trends.

Future Perspectives on Hospitality Experiences

The hiring of Hiranaga signals a turning point for Marriott, as it seeks to redefine customer experiences in a post-pandemic world. By leveraging his diverse skill set and insights, Marriott stands ready to navigate future challenges and maintain its competitive edge in a bustling hospitality sector.

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