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Brand management

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Verchele Wiggins, Vice President, Global Brand Management

Verchele Wiggins

Vice President, Global Brand Management, Holiday Inn Family of Brands

Verchele Wiggins is the vice president of Global Brand Management for the Holiday Inn Family of Brands. In this key role, Verchele is responsible for setting the global brand strategy for the company's two largest brands, Holiday Inn and Holiday Inn Express.

Verchele joined IHG in 2001 as Director of Brand Management for Holiday Inn Express and was promoted to vice president of Brand Management in 2005. While in these roles, Verchele oversaw and drove the implementation of marketing strategies and programmes to support the short and long-term growth and profitability for more than 1,500 Holiday Inn Express hotels in the Americas. Verchele also guided the strategic development of the award winning Stay Smart® television advertising campaign. During her tenure, the brand garnered three Effie Awards for its Stay Smart® Advertising campaign, including the Gold EFFIE for "Sustaining Campaign", and was named America's Greatest Brand by the American Brands Council.

In 2007, Verchele became the vice president of Global Brand Communications for the Holiday Inn family of brands and guided the development of the first global advertising campaign for the Holiday Inn brand family.

Before joining IHG, Verchele held several roles at the Procter and Gamble Company (P&G), including brand manager and assistant brand manager for recognisable household brands such as Scope mouthwash, Crest toothpaste and Vicks Cold and Flu.

Verchele has served as a member of the New York American Marketing Association Board of Directors and has previously served as a judge for the EFFIES.

Verchele earned her BA in Economics with an emphasis in accounting from Tougaloo College in Jackson, Mississippi, and her MA in business administration with a concentration in marketing from the Clark Atlanta University School of Business.

Last updated 28 June 2012

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