Fairmont Hotels & Resorts, which counts notable hotels like Shanghai’s legendary Fairmont Peace Hotel and the recently opened Fairmont Makati as part of its storied hotel portfolio, has named Carmen Lam as vice president, hotel sales and marketing, Asia Pacific.

Lam, who will be based in Shanghai, joins Fairmont in this newly created role to provide sales and marketing direction to Fairmont’s hotels in Asia Pacific and support to the luxury operator’s burgeoning pipeline of regional development.

“We’re quickly growing our footprint in Asia and are very fortunate to be adding a leader of Carmen’s calibre to our regional management team,” said, Jeff Doane, Fairmont’s vice president, hotel sales and marketing.

“With her wealth of hotel related experience and firm understanding of the regional marketplace, she’s ideally positioned to guide our sales, marketing and branding activity throughout Asia.”

With six hotels open and operating in Asia, including three in China, Lam will concentrate on maximizing results and driving performance for this dynamic mix of resort and city centre properties.

She’ll also be responsible for executing Fairmont’s regional sales strategy, regional brand management, and awareness and marketing activity for new hotels including announced Fairmont projects in Jakarta, Bali and several cities in China.

Lam arrives at Fairmont having previously served as senior vice president, leisure & brand sales and marketing for Hong Kong/Macau-based Melco Crown Entertainment.

Over the course of a career that has spanned more than two decades, Lam has also held a series of management positions with leading brands in Asia including roles with Shangri-La Hotels and InterContinental Hotels Group.