ROCKVILLE, MD.—Arch Amenities Group, a full-service global provider of wellness, amenity and meeting services for commercial and residential properties, hotels and private clubs, announced the appointment of Whitney Smith Cripe, a brand marketer and team builder with more than 20 years’ experience, as chief marketing officer.
Among her key responsibilities, Smith Cripe will help drive Arch’s growth by articulating its wellness, amenity and meeting services; further define the company’s consultative marketing and brand services; and collaborate with the senior leadership team on long-term strategic planning.
She also will be responsible for building trusted relationships with Arch’s clients, leading and supporting client onboarding, refining the customer experience, helping to grow the company’s services and reinforcing its customer relationship management, loyalty, brand identity and brand management programs.
Barry Goldstein, Arch CEO, praised Smith Cripe’s background, accomplishments and expertise, saying, “Whitney excels at aligning marketing with the enterprise by translating data, insights and organizational objectives into innovative outcomes. She knows how to harness the power of strong narratives and strategic design to drive commercial success.”
Worked in Different Roles for Wyndham
Smith Cripe most recently worked as an independent marketing consultant and for Elwood Brand Consultancy in New York. Prior to that, she served Wyndham Hotels & Resorts, based in Parsippany, N.J., in marketing roles of increasing responsibility leading to group vice president.
During her Wyndham career, she led the portfolio marketing strategy and “by Wyndham” endorsement campaigns designed to unify the company’s more than 20 hospitality brands. She also was responsible for the strategic and creative vision behind the award-winning Wyndham Rewards loyalty program.
Earlier in her career, Smith Cripe worked in account, marketing support and project management roles for marketing agencies in Utah, California, New Jersey, and New York. She earned her bachelor’s degree in public relations at Brigham Young University, Provo, Utah.
Smith Cripe has served on numerous marketing panels and as a presenter and subject matter expert. She was a part of the Castell Women in Hospitality Leadership 2019 Cohort and currently is a member of the Bleeker Collective.
Arch Amenities Group, based in Rockville, Md., is a leading provider of wellness, amenity and meeting services for commercial and residential properties, hotels, and private clubs worldwide. Arch provides daily management services as well as feasibility studies, planning and design consultancy and pre-opening support. Arch is a portfolio company of private equity firm CI Capital Partners.