Marriott Taps Former General Mills CMO Brad Hiranaga for Global Experience Role

Marriott International has hired Brad Hiranaga, former chief marketing officer (CMO) at General Mills, as svp, global experience design.

In a LinkedIn post, Marriott’s evp and chief customer officer, Peggy Roe, said: “As we grow and expand our portfolio of brands and experiences globally, Brad will ensure we are focused on what matters most to customers and that our brands are built on clear insights, high-quality standards, and purposeful design.”

“With a powerful blend of entrepreneurial spirit and brand leadership, Brad brings a fresh perspective that will evolve how our brands connect with consumers across generations and around the world.”

ADWEEK reached out to Marriott for further information on Hiranaga’s new remit.

The marketer brings over two decades of experience in consumer packaged goods, fashion, and retail to the position.

He worked at General Mills for 16 years in a variety of roles, culminating in a four-year tenure as CMO.

In 2022, he joined plant-based startup Beyond Meat as a consulting CMO before taking on his most recent position as chief brand officer for trendy outdoor clothing brand Cotopaxi in September that year.

Loyalty and experiences

Roe oversees a team that combines marketing, design, and data to create global strategies that drive customer experience, loyalty, and brand innovation across the hotel chain’s portfolio of over 30 brands and 9,000 properties across 144 countries.

At the heart of this approach is Marriott Bonvoy, a multi-branded rewards and loyalty program.

“We really think about Marriott Bonvoy as our consumer-facing master brand, and our positioning for Bonvoy is that it gives you access to people, places, and passions that you love,” Roe recently said on ADWEEK’s Speed of Culture podcast. “And inside of that is a portfolio of not just hotel brands, but of experiences.”

In February, the business reported an 18% boost in net income, reporting $665 million in net income for Q1 2025.

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