Hilton has appointed Noha Abdalla to the tole of vice president of social media marketing.

In this newly created role, she will lead the global, enterprise-wide strategy for content, campaigns and community development.

“Our global marketing team brings to life the unique promise of Hilton’s portfolio of brands for our guests all around the world,” said Kellyn Smith Kenny, chief marketing officer.

“Noha’s addition to the marketing team brings us the expertise and experience needed to accelerate our social media strategy and drive business results.”

Abdalla most recently served as vice president, digital brand strategy and social media at Capital One, where she launched and grew Capital One’s award-winning social media practice.

“Hilton is one of the world’s most recognised and iconic brands,” said Abdalla.

“I am excited to help share the incredible stories of Hilton guests and team members. I look forward to working alongside the talented consumer marketing, guest assistance and PR professionals at the world’s most hospitable company.”

Abdalla holds a bachelor of science and MBA from Georgetown University.

She will be based at Hilton’s global headquarters in McLean, Virginia, and will report to Smith Kenny.