Marriott International has named Variety senior editor Marc Graser editorial director of the company’s Creative and Content Studio, a newly created position at the hotel operator.

In his new role, Graser will oversee Marriott’s creative content across platforms including digital, social media, TV, film and print. He will be based out of Marriott’s headquarters in Bethesda, Md.

“We’re excited to have Marc join the global marketing team at Marriott International,” said David Beebe, Marriott’s VP of creative and content marketing, in a release. “Marc will play a key role in developing our global content ecosystem, and his experience as a storyteller will further propel the creative and content marketing strategy of our portfolio of 18 brands globally.”

Graser will work under Beebe as Marriott attempts to emulate how companies like Red Bull have used content as a way to become more of a lifestyle brand and engage with consumers, especially millennials.

In addition to Marriott and the JW Marriott, the company also oversees the Ritz-Carlton, Renaissance, Autograph Collection, Residence Inn, Courtyard, AC Hotels and Moxy brands. It also manages Ian Schrager’s Edition properties.

Since its launch in September 2014, Marriott’s Creative and Content Studio has started producing a slate of TV shows, Web series and short films for all screens and platforms. It recently premiered “Two Bellmen,” an action comedy, produced with Substance Over Hype.

Graser, himself a seasoned traveler, is excited to draw on his experience covering the entertainment and travel industries in his new position.

“This new role is all about storytelling, and it is what I have been doing my entire career,” Graser said. “Variety has been my home for so long, and I’ll cherish every minute I’ve spent working with and learning from some of the best minds in Hollywood, but I am thrilled to have the opportunity to help bring Marriott and its brands to life in creative ways that will connect with today’s travelers.”

Graser has written for Variety for over 13 years, covering news that spanned all areas of entertainment, from the development and production through to the marketing and distribution of films, TV shows and videogames, as well as the automotive, airline and theme park industries. He also spent three years as the editor of Advertising Age’s Madison + Vine, covering the branded entertainment space.

“While we’re sad to see Marc leave our organization, we wish him well knowing he’s heading to an exciting new opportunity that capitalizes on his many skills,” said Andrew Wallenstein, co-editor-in-chief, Variety.