News for the Hospitality Executive
CHARLOTTE, N.C. – Feb. 12, 2013 – National Extended Stay America hotel chain names Terry Atkins as the new Senior Director of Marketing Communications, reporting directly to Chief Marketing Officer Tom Seddon. New to the lodging industry, Atkins will be responsible for developing powerful new marketing platforms and communications across the portfolio’s nearly 700 locations in the U.S. and Canada in order to create awareness, build customer loyalty and drive revenue.
Terry joins Extended Stay America with more than 25 years of experience in marketing, advertising and promotions, serving most recently as senior director of marketing services for the Kellogg Company. Managing an annual budget of $80 million since taking the position in 2010, Atkins led the redesign of Kellogg’s cereal line to improve in-home pantry selection and breakfast table engagement, improved the efficiency and effectiveness of coupon incentive marketing, grew revenue of Kellogg’s Global Licensing program by 28 percent; and developed branded entertainment partnerships with Yahoo!, Cooking Channel and Food Network to effectively reach Moms through their mediums of choice.
Terry earned much of his marketing expertise at Campbell Soup Company as the director of integrated marketing and in other previous roles where he led promotion, advertising design, corporate licensing and shopper marketing. Throughout his career, he’s been successful in developing a high performing team culture for integrated marketing that’s resulted in business driving strategies and big idea creativity. With an intense focus on consumer engagement and customer activation, he’s delivered top- and bottom-line growth for Campbell’s U.S. brand portfolio.
“Terry joins our company with a proven track record of creating strategically integrated big ideas that have built long-term brand equity and driven profitable growth,” said CMO Tom Seddon of Extended Stay America. “Terry is a valuable addition to our team and we’re thrilled to welcome him to the Extended Stay America family.”
He is a graduate of Eastern Michigan University with a bachelor’s degree in Marketing and Management, and will be relocating to Charlotte, N.C., with his wife and two children.
Extended Stay America combines comfort with the convenient amenities of home, offering a consistently fresh and clean experience, and spacious guest rooms featuring refreshed amenities. From complimentary in-room Wi-Fi access and flat-screen TVs with premium channels, to fully equipped kitchens with full-size refrigerator in every room, and upgraded furnishings and soft goods at an affordable price, Extended Stay America is the best hotel value today by the day, week or month. New hotel signage is anticipated for completion across the portfolio in Q1 2013.
For more information on Extended Stay America, visit www.ExtendedStayAmerica.com or call 800-804-3724.
About Extended Stay America
Operated by HVM L.L.C., Extended Stay Hotels has emerged as a category leader with the largest distribution of extended stay properties in the United States. The company owns and operates nearly 700 newly renovated locations throughout the U.S. and Canada, offering 76,000 hotel rooms under the brand Extended Stay America ®. From free in-room Wi-Fi access and grab-and-go breakfast, to flat-screen TVs with premium channels and fully equipped kitchens in every room, Extended Stay America caters to those on the go at affordable rates by the night, week or month. Equal owners Centerbridge Partners, Paulson & Co., and Blackstone Group privately hold Extended Stay Hotels, which is headquartered in Charlotte, N.C., and employs 9,000 nationwide. ExtendedStayAmerica.com.
the / zimmerman / agency
Stay America Appoints Victoria Plummer as Executive Vice President of
Operations / February 2013