Farley joins Macdonald Hotels from the People's Postcode Lottery, where she was marketing manager.
Prior to that, Farley held the role of senior marketing executive for Scottish and Southern Energy.
She said: "I am incredibly excited to be working with Macdonald Hotels as it approaches the next chapter of its business development and I relish the challenge to continue to grow its presence across national and international markets."
Macdonald Hotels sales and marketing director Ruaridh Macdonald said: "We understand the value of investing in our brand. As we grow as a business, it is important for us that our brand continues to develop in line with this growth. Keira will play an instrumental role in achieving this and with her on board, we look forward to building on our business success."