|Anne Engelking Smith |
Vice President, Brand Strategy
Anne Engelking Smith is the vice president of brand strategy for Choice Hotels International, Inc. Ms. Smith is responsible for overseeing the brand strategies for nine of the company’s brands: Comfort Inn, Comfort Suites, Sleep Inn, Quality Inn, Clarion, Econo Lodge, Rodeway Inn, Suburban Extended Stay and MainStay Suites. Ms. Smith leads the overall strategy for this portfolio of brands, promoting a compelling value proposition to developers and franchisees as well as consumers to optimize unit growth and drive central reservations. Ms. Smith is also responsible for leading the evolution of the Choice Hotels master brand, including the visual identity, central positioning and campaign message.
Prior to joining Choice in 2013, Ms. Smith was director of brand and member experience at AARP Services, where she oversaw the AARP brand in commercial marketing and drove membership growth. Ms. Smith’s previous brand management experience also includes leadership roles at Frito-Lay, Inc., where she was responsible for overseeing multiple award-winning campaigns and product launches, and built the innovation pipeline for a $5 billion portfolio that included the Lay’s, Tostitos and Rold Gold brands. Ms. Smith also led an effort to enhance the company’s corporate equity by highlighting its environmental sustainability practices.
Ms. Smith received her MBA from Northwestern University’s Kellogg School of Management and her bachelor’s degree in the Plan II Honors liberal arts program at the University of Texas at Austin.
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