Broughton joins in September and will be tasked with capitalising on and driving forward the budget hotel chain’s recently unveiled marketing strategy.
She joins Britain’s from the Money Advice Service (MAS) where she is presently executive director, marketing and service delivery.
While at MAS, she developed ‘Ask Ma’ television advertising campaign and is credited with achieving substantial growth in online share.
Broughton has held positions including brand manager for British Airways Club World, brand director at BAA, the operator of several UK airports, and marketing and communications director at World Duty Free, the global airport duty free business.
She takes the role previously held by Catriona Kemptson, who is joining eatery group Mitchells & Butler.
Travelodge is investing £25m in marketing following a full refurbishment programme and kicked off its campaign with the introduction of new strap line “Get Up and Go” in May.
CEO Peter Gowers, who is a former InterContinental Hotels Group chief marketing officer, said:“It’s time to start talking to our customers again. Our aim is to become Britain’s favourite hotel for value. We want to tell out customers we have changed and we have thousands of refurbished rooms.”
The chain appointed CHI & Partners to handle its advertising in January.