Luxury auto, home, and yacht peer-to-peer rental group  LUXnow has appointed Matt Sweetwood as its CEO, the company announced.

Sweetwood has an extensive executive background in Omni-channel marketing, business channel development, high-end retail, and wholesale distribution.

He was president of Unique Photo, a premier New Jersey camera store, for 28 years, where he earned national recognition as an innovator in the $79.1 billion photography industry. He built a successful 50,000 square-foot, state-of-the-art brick-and-mortar retail store and warehouse facility to compliment the company’s long-standing distribution and online channels.

Dedicated to customer service, he implemented experiential marketing in creating the country’s largest in-store photography education program, earning him credit for reinventing the modern camera store in successfully leading Unique Photo’s renaissance as the photo imaging business shifted from print to digital.

Unique Photo grew to become one of the five largest camera stores in the United States during his tenure. The company was twice named national dealer of the year by Digital Imaging Reporter magazine. Sweetwood was recognized as the photo industry’s “2016 Person of the Year” by the PMDA.

He also served as U.S. CEO for beBee, Inc., a professional social network that helps people build successful personal brands, during its launch in the U.S.

Sweetwood received a BA in mathematics from Rutgers University and an MA in theoretical mathematics from the University of Pennsylvania. He also holds a doctorate in computer science.

LUXnow is a leader in the three most popular luxury rental categories — auto, yachts and homes — in the $50 billion luxury travel market. Founded by Anthony Marotta and Gary Marotta, formerly of Carefree Lifestyle, the Miami Beach-based company provides access to an expansive, expertly-curated portfolio of luxury assets and experiences on one convenient peer-to-peer platform, a secure and transparent mobile marketplace of exotic cars, luxury homes, and yachts to be shared.