Tim Hortons Exec Tapped as Four Seasons EVP, CMO

Photo via Craig Landry / LinkedIn

Four Seasons Hotels and Resorts, a luxury hospitality company, has appointed Peter Nowlan as executive vice president and chief marketing officer.

“Peter is a dynamic brand marketer,” said J. Allen Smith, president and CEO, Four Seasons Hotels and Resorts. “His creativity, combined with a track record of driving sales and increasing value and differentiation for top brands across international markets, will play a pivotal role in shaping the future of the Four Seasons brand.”

In his new role, which begins Jan. 20, 2016, Nowlan will lead the global sales and marketing team for Four Seasons, overseeing brand marketing, the digital ecosystem, public relations, social media, marketing communications, advertising, the worldwide sales force and the central reservations organisation.

“As we grow Four Seasons’ global presence, delivering a consistent brand experience across all guest touch points is critical,” said Smith. “Peter’s deep understanding of the customer journey and his ability to recognise and capitalise on market opportunities is essential as we extend Four Seasons leadership and accelerate the delivery of innovative sales and marketing strategies.”

He will work collaboratively across the company and with regional teams to execute global sales and marketing strategies that will continue to strengthen Four Seasons' position in the market.

“Working with an iconic luxury brand such as Four Seasons that is so universally recognised and respected brings great responsibility, as well as great opportunity,” said Nowland. “I look forward to joining this impressive team and building on their many successes as we expand global market share by strengthening connections with existing guests and engaging new ones. The exciting challenge ahead will be doing so in a creative way that celebrates the incredible people, culture and experiences that bring the Four Seasons brand to life.”

Nowlan, who has 25 years’ experience marketing Canada’s most celebrated consumer brands, most recently served as chief brand and marketing officer at Tim Hortons Inc., where he was responsible for all brand, marketing and R&D initiatives. During his time at Tim Hortons, Nowlan strengthened business analytics capabilities, enhanced social-first communication and delivered innovative sales and marketing programs that resulted in accelerated revenue growth, elevated brand awareness and increased market share.

Prior to Tim Hortons, Nowlan was chief commercial officer for Molson Coors Canada where he led sales and marketing activity for Molson Coors’ portfolio of more than 20 beer brands. He also served four years as the organisation’s chief marketing and strategy officer as well as 17 years with Kraft Foods where he held senior leadership roles throughout Canada, the U.S. and the Asia Pacific region.

Nowlan succeeds Susan Helstab, who announced her retirement from Four Seasons in April after more than 28 years with the brand’s sales and marketing team, including seven years at its helm. Helstab will be leaving at the end of the year.

Nowlan will be based at Four Seasons headquarters in Toronto, Canada and will report to President and CEO J. Allen Smith.

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