"It's in the DNA."

That's how John Lee says he got started down his career path. With a grandfather and father in the sales and marketing business, a 10-year-old John already had a burgeoning curiosity about branding. He sent away for and studied logo patches from companies like Altadena and Hostess because he thought they were "cool" - something he bets most 10-year-old kids weren't doing in their free time. Fast-forward a few years to college when he named his band "Free Beer" - a quick lesson in the power of branding and marketing. With a name like that displayed on club marquees, John lured in his target market, and they were thirsty for great music - and, he admits, maybe a few drinks too.

Although there were a few distractions along the way - namely, an extremely short-lived stint cleaning horse stables - John has always stayed focused on a path that allows him to unleash his creativity and zest for life.

As vice president of brand marketing for Embassy Suites Hotels, John is responsible for strategic development of the brand including everything from advertising and public relations to direct marketing and promotions. John's top goal is enhancing unaided awareness for the hotel brand. Since he started as director of brand marketing in 1998, he has increased that number from nine percent to 20 percent.

But, even greater than that achievement, he says, was the night in 2003 when his team was awarded the Grand EFFIE for efficiency in advertising, beating out companies like Ford, Apple, Pepsi and even Verizon's ever-popular "Can You Hear Me Now?" advertising, with Embassy's "Austin" campaign. It was what he calls his Academy Award moment, one made sweeter by the fact that he took a risk in casting the main actor in the campaign, a risk that ultimately paid off with big rewards.

Besides his fun-loving spirit, David Greydanus, senior vice president of brand management for Embassy Suites Hotels, says John brings a unique perspective to the branding table. A former director of sales and marketing for four Embassy Suites Hotels - San Diego, La Jolla, San Luis Obispo and San Rafael, Calif. - John was on "the other side" and now has a gut instinct of what will, and what won't fly marketing-wise on the property level. John also served as regional director of marketing for Embassy Suites Hotels providing support for more than 40 franchised and company-managed properties. During that time he helped create a Meetings Guarantee program, which guarantees Embassy's clients will be satisfied with every aspect of their meeting, or they won't pay for that portion of the meeting. The program is one of the cornerstones of the brand today.

Prior to Embassy Suites Hotels, John lent his creative juice to RFS, Inc., as vice president of sales. While there he led a sales and marketing program that generated more than $2.4 million in annual sales.

Where does he draw his inspiration for new ideas to propel brands forward? Music. But, that's in the DNA too. His father was a jazz drummer; John is a guitarist. He collects guitars, has more than 2,000 CDs in his collection and even has a studio in his house. He listens to music from the time he wakes up in the morning to the time he goes to sleep at night - it's the backdrop to his life. He says it helps the creative process to write and play music; he plans to keep on strumming for many years to come.