• by Danielle Oster , Yesterday

Airbnb is shaking up its marketing leadership team, naming a new head marketer while a veteran of the company moves into a new role.

The company appointed Rebecca Van Dyck CMO, while Hiroki Asai, who has served as Airbnb global head of marketing since 2020, takes on the title chief experience officer.

Van Dyck began working with Airbnb in a consultative capacity earlier this year.

“As a lifelong traveler, I have personally experienced how Airbnb has changed the way we travel,” Van Dyck said in a statement.

As CMO, Van Dyck will be tasked with overseeing Airbnb’s marketing, research, and creative teams, while embedding in product development from the beginning of the process.

She will report to Asai, who will continue to oversee marketing, design, product and community teams for Airbnb, while embedding more within Airbnb’s product roadmap.

Van Dyck is a veteran marketer who most recently spent two years as COO, Reality Labs at Meta, following stints as CMO for the company’s Reality Labs AR/VR and the Oculus Rift VR headset prior to that. She first joined Meta back it was known as Facebook, arriving as vice president of consumer and brand marketing in 2012 after spending about a year as CMO for Levi Strauss & Co. Previously, she spent over four years with Apple, where she served as senior director, worldwide marketing communications and advertising.

“We’re in the midst of a major transformation as a company—Airbnb is now more than a place to stay. As we launch two new businesses, we need people around the world to understand this shift, and Becca brings exactly the kind of leadership we need for this moment,” Airbnb co-founder and CEO Brian Chesky wrote in an email to employees announcing the news.

The appointment comes amid a major brand refresh and marketing push for Airbnb, as it focuses more on traveler experiences, and promotes additional Airbnb-owned brands including HotelTonight.