Execs on the Move: NewcrestImage, ALHI, Sbe, Noble House

NATIONAL REPORT—Hospitality companies are reshaping their leadership rosters with personnel moves. NewcrestImage, ALHI, Sbe and Noble House Hotels & Resorts are adding to their teams with these recent appointments:

NewcrestImage Adds Two to C-Suite
NewcrestImage has launched a nationwide expansion program of $2 billion in growth by adding two veteran lodging and finance executives to its team. David Perel and Caroline Lerner Perel joined NewcrestImage as chief investment officer and chief development officer, respectively. They both report to Mehul Patel, chairman/CEO of the company. Both come to NewcrestImage from Civitas Capital Group, where David served as managing director and head of Lodging Investments, while Caroline was a former managing director on the lodging team. The Perels joined Civitas in 2013 through the sale of their company, Juno Development, to Civitas.

At NewcrestImage, David’s primary responsibility is to raise and invest $250 million in equity with both institutional and non-institutional sources for investment within the lodging sector. Caroline’s primary responsibility is to evaluate and recommend appropriate investment opportunities, specifically through acquisition of existing properties, new-build projects and adaptive re-use of historic buildings.

ALHI Appoints Chief Strategy Officer
Associated Luxury Hotels International (ALHI) has appointed Ashly Balding as the new chief strategy officer. As a 16- year company veteran, Balding brings knowledge and experience to her newest position at ALHI. In her new role, Balding will oversee member communications, marketing, sales strategy and strategic business development.

Following three years of sales service at The Westin Hilton Head Island, Balding started with ALHI in 2003 as national sales manager in the Atlanta office. She was later promoted to director of sales and then VP of sales. In 2012, Balding was named regional VP, leading ALHI’s Southeast U.S. team to record sales achievements; and in 2015 she became EVP, providing leadership, coaching and business development. During her tenure, Balding set a company record by receiving the ALHI President’s Award for “Outstanding Sales Performance” each consecutive year of eligibility. She was also twice awarded ALHI’s highest sales achievement recognition as the “Sales Executive of the Year” and she continues to hold the company’s highest sales recorded in a single year, according to the company.

Sbe Expands Executive Team with Two Additions
Sbe has expanded its executive team with the placement of two industry veterans in New York City-based leadership roles. With growth planned over the next years, Sbe welcomes Beverly Ramsook as VP of revenue management and Rohit Anand as VP of global brand partnerships.

In her new role, Ramsook brings experience in revenue management, distribution, e-commerce and call center operations. She previously served as VP of revenue management at Performance Hospitality Group, Denihan Hospitality Group and as NYC director of revenue for AccorHotels.

Anand joins the company with experience in brand partnerships. Rohit spent close to a decade at Dream Hotel Group, where he was most recently the VP of brand activation and partnerships for the portfolio.

Noble House Hotels & Resorts Promotes Four
Noble House Hotels & Resorts Ltd. has promoted four long-term associates to accommodate the company’s growth. Scott Colee has been named chief marketing/creative officer; Sean Mullen has been appointed president of sales, revenue management and acquisitions; Don Dennis has been promoted to president of operations; and Marco Perry is now VP, regional managing director for the West Coast.

Colee has been with Noble House Hotels & Resorts for 12 years as a member of the board of directors for the company and chief creative officer. In his new position, Colee will provide direction for all marketing outreach, working with property and regional marketing managers, as well as the corporate marketing team, to develop campaigns across multiple channels, coordinate events and solidify partnerships. Colee will also collaborate with the sales and revenue teams and continue to lead the company’s in-house creative agency, design and retail efforts.

Before his recent appointment, Mullen served as chief sales/marketing officer for almost six years and then moved into a new role as president of acquisitions at Noble House Hotels & Resorts. In addition to continuing to acquire new properties for the company’s curated portfolio, Mullen will apply his experience to offer corporate culture leadership, lead the sales, revenue management, and central reservations teams and work closely with Colee on the marketing strategy for the company.

Dennis worked in management positions at numerous hotels and resorts before joining Noble House Hotels & Resorts as a general manager. Dennis’ new role will expand his responsibilities to overseeing all hotels and resorts in the company’s portfolio. Dennis will work directly with general managers, regional managing directors and the corporate operations team to continue to improve guests’ experience, enhance property improvement efforts and oversee the training and development of current and future team members.

Perry previously served as the managing director for LaPlaya Beach & Golf Resort, a beachfront property in Naples, FL. He will now return to California to provide guidance for Noble House Hotels & Resorts’ properties in Washington and California. Prior to joining Noble House Hotels & Resorts, Perry was the managing director and consultant for Rosewood Hotels & Resorts and a general manager at Joie de Vivre Hospitality.

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