PEOPLE update April 28, 2020

Efrem Berman promoted at Radisson. Samantha Geer joins Beattie Tartan. Heather McCrory named to World Panel on Wellness.

Team at Beattie Tartan

After nine years as partner and co-founder at Avenue PR, Samantha Geer has joined the Beattie Tartan team as director – Pacific Northwest located in Vancouver. Geer is a specialist in media and public relations, communication strategy, special events, digital marketing and social media. With a focus on the finer things in life, her expertise focuses on ski, lifestyle, luxury, tourism and hospitality clients. Handpicked by three of the world’s leading international hotel brands – Four Seasons Hotels & Resorts, Fairmont Hotels & Resorts and Rosewood Hotels & Resorts – Geer’s efforts were significant contributors to each client’s success, thanks to increased brand awareness, impressive media coverage and her powerful media and industry relationships

I’m looking forward to the incredible opportunities with this national team linked to our innovative and integrated corporate firm ? Beattie Group ? located in the U.K., Geer wrote on LinkedIn. I have worked with many of these unique individuals in various capacities throughout my career especially the legendary Deirdre Campbell. I can’t put into words how blessed I feel to be surrounded by these gems.” 

Radisson Hotel Group has appointed Efrem Berman, who has roots here in Canada, as Vice-President of Global Loyalty and CRM. Berman has been with Radisson for almost three years and during that time was Head, Global Loyalty and Engagement, and then Vice-President of Global Loyalty. Before he joined Radisson Hotel Group, Berman led Aimia’s Loyalty Consulting and Program Design practice for the Americas, where he worked with his team to develop, design and implement unique data-driven programs for their clients, utilizing incentives and personal communications to excite consumers and encourage the desired behaviour. Berman also worked with Aeroplan/​Aimia earlier in his career in a number of roles including Manager, Commercial Partnership from 2002 to 2006 in Montréal. Prior to rejoining Aimia, he worked with McKinsey & Company in Montréal from 2007 to 2010, where he supported C‑level executives making key strategic decisions. Berman is a graduate of Concordia University in Montréal and has his MBA from the Richard Ivey School of Business in London, Ontario.

Heather McCrory.

As the hotel industry contends with the immediate challenges posed by the Coronavirus crisis, for some hoteliers this also represents an opportunity to take a longer-term view of their businesses. Hospitality Net, which launched the Hospitality Net World Panel last year to highlight the opinions of leading hoteliers on industry trends, is now launching another panel, this time on wellness, lifestyle and spas. Some 20 leading C‑Suite executives of European and US-based hotel chains and hospitality groups have already been taking part in the World Panel initiative. These include: Heather McCrory, CEO, North and Central America, Accor; Michael Levie, COO and founding partner, CitizenM; and Federico J. González Tejera, CEO of Radisson Hotels. The executives, who represent a broad cross-section of the industry in Europe and North America, have been outlining their viewpoints on topics ranging from asset management and sustainability, through to technology, human resources and branding/​distribution.

Heather McCrory holds an MBA from Queen’s University in Kingston, Ontario. A seasoned professional with an extensive hospitality background spanning more than 30 years, Heather began her career at Fairmont Banff Springs in the Canadian Rockies. After moving through progressive sales & marketing positions in a number of Fairmont properties, she joined the corporate ranks as vice-president, Sales & Distribution, for Fairmont, Raffles and Swissôtel. In 2007, she returned to hotel operations as regional vice-president for Central Canada and general manager for Fairmont Royal York, a position she held for six years, before returning to the corporate office as senior vice-president, Operations, Americas with FRHI.

In her most recent role as executive vice-president of Operations, North & Central America Region for Accor, she was responsible for more than 115 hotels, 10 brands in 10 countries, 28,000 employees, and over $3 billion in revenue. Heather joined the Group’s Executive Committee upon her appointment to CEO, North & Central America, in April 2019.