Brenda Geffert has become Valencia Hotel Collection’s (VHC) Corporate Director of Sales and Marketing. Geffert will be responsible for developing and executing strategic sales initiatives, driving market share growth and overseeing marketing efforts across all properties. She previously served as area director of sales at Aimbridge Hospitality, Prior, Geffert held positions at Vesta Hospitality and CSM Lodging for hotels that are in Vancouver, Washington, and Portland, Oregon.