The Zemi Beach House in Anguilla has named a new top marketing executive.

The Trust Hospitality property has appointed Frank Pierce as its new director of sales and marketing.

“Zemi Beach House is a welcome addition to the hotel scene in Anguilla and I’ve enjoyed watching it thrive since its opening,” Pierce said. “A perfect mix of island heritage and culture, Zemi Beach House is the premiere destination for travelers seeking an authentic experience. I look forward to contributing to its ongoing success.”

Pierce will lead “all aspects of sales and marketing for the hotel, including the planning and implementation of sales strategies for maximizing hotel revenues and occupancy,” according to Trust.

“Frank is a seasoned professional within the hospitality industry whose previous experience in Anguilla makes him an invaluable asset for our team and hotel,” said Cesar Wurm, vice president of sales for Trust Hospitality. “It was important for us to find someone who understood the context of this island. With Frank’s extensive knowledge, familiarity and passion for Anguilla, he was the ideal candidate.”

Pierce had most recently served as national accounts manager for Resorts World Bimini in the Bahamas.