L+R Hotels, the global hotel investment and management company behind some of the world’s most prestigious properties, has appointed Gemma Mc Aloon as its new Director of Brand & Communications.

The newly created role will see Gemma lead the development of an in-house brand and communications function to support the group’s growing portfolio of hotels, including the Iconic Luxury Hotels collection. She will be responsible for elevating brand storytelling, growing internal communications capabilities, and delivering integrated brand campaigns for new and current hotels.

Gemma joins from global PR agency W Communications, where she most recently served as SVP of its North America office and launched the agency’s U.S. operations. During her time there, she led global campaigns for brands across travel, hospitality, luxury, and consumer sectors with a focus on international brand building, creative commerce and scaling high-performing integrated teams in global markets.