Playa Hotels & Resorts' Kevin Froemming Promoted to EVP and COO

Mark Okerstrom, formerly COO and EVP of operations at Expeida, will become CEO, while Alan Pickerill, SVP, will become COO.
Photo by Jirsak

Playa Hotels & Resorts has announced the promotion of Kevin Froemming to the role of executive vice president and chief commercial officer, a key leadership role for the company.

In this newly created role, Froemming will have responsibility for driving Playa’s commercial strategy and initiatives throughout revenue and distribution, global sales and marketing and e-commerce, as well as brand performance and deliverability.

According to a statement by Playa Hotels & Resorts, Froemming’s role aims to strengthen “operational efficiency and facilitate the integrated delivery of all customer touchpoints.”


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Previously, Froemming 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. Additionally, Froemming played a role in integrating the Jewel Resorts portfolio into Playa following the business combination with Sagicor in 2018, and he was an active contributor in the recent launch of the Hilton all-inclusive resorts.

Previously, Froemming served as the president of Unique Vacations, the representative of Sandals & Beaches Resorts, as well as chief operating officer of the former Mark Travel Corporation, a now subsidiary of Apple Leisure Group. Froemming holds a Bachelor of Science in Marketing from Marquette University.

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