W Fort Lauderdale has announced the appointment of Cesar Wurm as the new director of sales and marketing.

A Starwood veteran, Wurm will be responsible for continuing to drive occupancy and overseeing all marketing and public relations efforts at the oceanfront resort.

“Cesar is an accomplished sales and marketing professional and we are so thrilled that he has chosen W Fort Lauderdale to further showcase his talents,” said Tara Whitmire, director of human resources at the hotel, “We’re eager to apply his expertise to our incredible team that strives to offer the best guest experience possible.

Most recently, Wurm served as the director of sales and marketing at The Westin Riverwalk in San Antonio, Texas.

Already familiar with the lifestyle-driven W brand, Wurm previously held the same role at W Atlanta Downtown earning sales leader of the South Region for the second quarter in 2010. Wurm also spent six years at the Sheraton Atlanta Hotel, eventually being named the director of sales, where he was an honoree for the Stars of Lodging Industry by the Georgia Hotel and Lodging Association in 2008.

W Fort Lauderdale, www.wfortlauderdalehotel.com