Four Seasons Hotels and Resorts has announced that Peter Nowlan will be taking over the role of EVP and CMO in 2016. Nowlan is currently chief brand and marketing officer for Tim Hortons.

Beginning on Jan. 20, Nowlan will be leading the hotel chain’s global sales and marketing teams, including overseeing all marketing and PR activities, digital properties, sales forces and the central reservations organization. Nowlan, who will be based in Toronto and reporting to president and CEO J. Allen Smith, is replacing Susan Helstab, EVP of marketing, who announced her retirement in April and will be leaving her post at the end of the year. Helstab has been in Four Seasons’ marketing department for 28 years and led it for the last seven.

“Working with an iconic luxury brand such as Four Seasons that is so universally recognized and respected brings great responsibility, as well as great opportunity,” Nowlan said in a press release. “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 joined Tim Hortons in May of last year following the retirement of Bill Moir. He began working with the iconic Canadian QSR after six years leading marketing at Molson Coors Canada. Prior to that, he held a number senior marketing positions in several different territories during 17 years with Kraft Foods.

“Peter is a dynamic brand marketer,” Smith said in a press release. “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.”

More to come.