The group, which includes several luxury hotels on the island, has recruited Ms O’Shell to develop its brand.
In her role, Ms O’Shell is responsible for overseeing relationships with members and partners, managing the brand’s online presence, copywriting and developing a digital strategy.
She brings experience in the local hospitality and finance industries, as well as digital agency and higher education environments in Guernsey and her native Canada.
Commenting on the appointment, Luxury Jersey Hotels Chairman and owner of The Atlantic Hotel Patrick Burke said: “There was considerable interest in this position, but after a thorough interview process, the group agreed that Alicia was the right person for the role. We are excited to work with her to continue to develop Luxury Jersey Hotels.”