HVM LLC, which manages the 685-property Extended Stay Hotel chain, has named former Food Lion LLC SVP of sales, marketing and business strategy Michael J. “Mike” Haaf to the position of chief marketing officer. In his new role, Haaf will handle marketing, brand strategy and positioning, as well as sales and revenue management. Haaf will report to HVM CEO Gary DeLapp.
Haaf “has taken companies as varied as Food Lion, Office Depot and First USA Bank to significant new levels of growth and profitability, creating distinctive products, services and experiences to better meet customer needs,” noted DeLapp.“That is just what we are looking to do at Extended Stay Hotels,” which, he added, had recently emerged from Chapter 11 with an enthusiastic new group of private equity sponsors behind it.
According to DeLapp: “Mike possesses an unusually broad knowledge of marketing and business strategy. He is particularly skilled in applying market analysis and segmentation to formulate comprehensive ‘go-to-market’ strategies. I will be looking to Mike to build on our existing brand and current business to markedly enhance both our top and bottom line.”
Haaf’s most recent position was at Salisbury, N.C.-based Food Lion. He also held senior leadership positions at Office Depot, First USA Bank, Haemonetics Corp. and General Electric, and was a senior consultant at KPMG.
Spartanburg, S.C.-based Extended Stay Hotels is the largest company-owned and -operated chain of extended-stay hotels in North America, with locations in the United States and Canada.