Franklin will lead the group’s trade teams for its brands Inghams, Esprit Ski, Ski Total and Santa’s Lapland and report into commercial director John Mansell.
She joins the operator after almost four years as agency sales manager at Mark Warner.
Her recruitment follows the departure of Hotelplan’s group head of sales Simon McIntyre, who left last month to become general manager, ski at Iglu.
Mansell said: “With her wealth of experience in agency sales and tour operating, as well as her passion for travel, Julie is a great appointment for us.
Having a dedicated individual with her skillset in the role means our agency relationships will continue to go from strength to strength.”