The appointment follows the departure last year of PR manager Sue Colby, who fulfilled a comms function across the continent on a more junior level.
Obolensky said the appointment of a more senior person in the role reflected a feeling among the firm’s US owners that timeshare was well-positioned following regulatory developments in the industry.
She said: ‘There have been positive developments in recent years which will make the industry more transparent and deserve exposure. We now have the mandatory ten day cooling-off period, for example.’
Obolensky will also handle B2B comms, aimed at extending the timeshare proposition to the hospitality industry.
She will work with retained agencies in Europe. These include Ketchum in Germany, which was appointed last month. A new Italian hire is also about to be announced. In the UK, the company works with The Saltmarsh Partnership.
The organisation facilitates the exchange of timeshares, such as Odessa Wharf in London, between owners, and claims three million members worldwide.