The Ironman Group announced it has hired Suzanne Cohen as Chief Marketing Officer (CMO).

Cohen joins the company after leadership roles with JPMorgan Chase & Co., Marriott International, Starwood Hotels & Resorts, and its luxury brands, including W Hotels, The Ritz-Carlton, JW Marriott, St. Regis, and The Luxury Collection, where she focused on consumer marketing.

“We are pleased to bring Suzanne into our global leadership team,” said Andrew Messick, president and CEO, The Ironman Group. “While we are known for our operational excellence, we recognize the opportunity to evolve further towards a customer-centric organization. Suzanne and her background fit perfectly with where we want to go and how we look to continue to find ways to improve the products and services about which our community is passionate.”

Cohen is responsible for creating the strategy and culture that will build on The Ironman Group’s existing direct-to-consumer marketing system strategies and processes across all brands, including athlete development, event marketing, data analytics and pricing, digital and social media, and communications.

Cohen joins The Ironman Group after working as managing director, head of branch and local experience at Chase for the past three years. Before that, she held multiple roles with Marriott International following its Starwood acquisition, working as director of brand marketing, luxury and design brands, North America; senior director of brand, W Hotels; and vice president, luxury brands, Americas.

Before working in the hospitality industry, Cohen was with multiple ad agencies and served as the executive director, marketing & communications, for the Jewish National Fund.

“I am beyond thrilled to join The Ironman Group and become part of the long-standing history of helping athletes achieve their goals,” said Cohen. “There is so much opportunity to deepen our relationship with our current athletes and partners and to inspire people of all abilities and backgrounds to live an active lifestyle and define their own finish lines.”