" THE ART OF CURATING BRANDS AND SPACES"Consultant and Advisor for Boutique Hotels, Beach Clubs & Restaurants.- Brand Creation & ReBranding - New Concepts & Update of existing- Product Creation & Update of existing - PR- Operations, F&B and S&M- Operational & Brand Audits- Events Concepting & Design- Sustainability- Wellness & Yoga- Task Force Teams - Hotel Recovery- Asset Management

Consultant and Advisor for Boutique Hotels, Beach Clubs & Restaurants. - Brand Creation & ReBranding - New Concepts & Update of existing - Product Creation & Update of existing - PR - Operations, F&B and S&M - Operational & Brand Audits - Events Concepting & Design

Recruited by Grupo Experiencias Xcaret to develop Destino Xcaret Hotels& Resorts 12 years hotels division plan, including 10 hotels , 6000 rooms, from Luxury , 5*,to 4*and Business Class hotels , in a 400 hectares land, highlighting an unique shopping village, a multidisciplinary world class Stadium and a State of the Art Convention Center. Surrounded by incredible nature settings, coves, rivers, and natural reserves. -Hotel Xcaret Mexico and Destino Xcaret Hotels Brands and… Show more Recruited by Grupo Experiencias Xcaret to develop Destino Xcaret Hotels& Resorts 12 years hotels division plan, including 10 hotels , 6000 rooms, from Luxury , 5*,to 4*and Business Class hotels , in a 400 hectares land, highlighting an unique shopping village, a multidisciplinary world class Stadium and a State of the Art Convention Center. Surrounded by incredible nature settings, coves, rivers, and natural reserves. -Hotel Xcaret Mexico and Destino Xcaret Hotels Brands and Concepts development.- Creation of a multidisciplinary team to develop the Hotel’s Division- Development of Service and Product Culture - Creation of synergies with the existing corporate structure of Grupo Experiencias Xcaret - Primary rol on Sales & Marketing , Revenues generation and PR. Show less

-Responsible for the reconceptualization of the ME Cabo Hotel, updating product and experiences-Conceptual creation and design highlights, general curation of the remodeling project - Experience, Product,Concepts,Design, Architecture- teaming up with 3.14 Architectural Studio/ Guadalajara, Lifestyle Partnerships-PR & Marketing Relaunching- Development of new lifestyle programs, Restaurante and Bars, instrumental in alliance with Blue Marlin Ibiza Beach Club

- Created and executed a conversion from a Lifestyle EP to a unique Lifestyle All Inclusive concept “COMPLETE ME” , also open to non-hotel guests- Creator/leader of a multi- discipline team that designed, promote and operate F&B concepts. Bar/Club, Restaurants and Beach Club. Inc. various high profile/unique music events. Positioned as THE place to be in Cancun. -Creation of differentiating music series, such as “Party with Style” and “Music Become You”- with world- renowned DJ´s such… Show more - Created and executed a conversion from a Lifestyle EP to a unique Lifestyle All Inclusive concept “COMPLETE ME” , also open to non-hotel guests- Creator/leader of a multi- discipline team that designed, promote and operate F&B concepts. Bar/Club, Restaurants and Beach Club. Inc. various high profile/unique music events. Positioned as THE place to be in Cancun. -Creation of differentiating music series, such as “Party with Style” and “Music Become You”- with world- renowned DJ´s such as Cattaneo,Warren,Jones,Collins,MissNine,Calvo or The Cube Guys -Strong partnership w/domestic and international PR,Events & Social Network agencies. Develop of a Celebrities/Events Program and Catwalks production .Secured coverage on important TV entertainment networks. Coordinated assistance to VIP´s,from Cindy Crawford to Lionel Messi.-Obtained BIOSPHERE certification– Acknowledgements of commitment for the environment, culture and community - Member of the ME by Melia Brand Team and key role in defining the concept of ME Resorts, with upcoming openings in the Balearic Islands in 2014 - Accomplishments:.• 200%GOP increase - past 3 years• Increased total revenues - past 3 years• +$15 RevPar,+ $20 ADR - past 3 years• Achieved +$15 per stay ratio - Other Revenues• Most profitable hotel for MHI- The Americas for 2013• Guest Satisfaction - 2008/13 - Market Metrix leader - ME by Melia • 2011,12&13 Certificates of Excellence -Trip Advisor • 2012 top 50 Resorts by Conde Nast Traveler Magazine• 2012 Trendiest Hotel in Mexico – Trip Advisor • 2012,#2 beach bar in Mexico,#21 ww by cnn.com-insider • AAA 4 diamonds’ rating for 6 consecutive years • President of Cancun´s Hotels Association Promotions Comitee - 6/4/14´. Travel & Leisure,among Cancun´s best, Rose Bar & The Beach Club -10/14• 2010, General Lifestyle consulting (style,branding,mkting &sales) Melia de Mar Hotel,during its transformation from a traditional 5* hotel into a contemporary adults only E.P product Show less

- Directly responsible for performance of ME Cancun as Managing Director - Strategic and supervisory role with ME Cabo Hotel - Tasked with assisting SVP of Premium Brands to expand the ME brand in the American Continent Position was eliminated when the company restructured the regional roles and responsibilities

ME by Melia – Cabo – Cabo San Lucas, Mexico (October 2004 – January 2008)(formerly known as Melia Cabo San Lucas)Managing Director - In 4th quarter of 2004 led the design and renovation of Melia Cabo San Lucas into a modern contemporary style hotel – the first such hotel for the Company, which launched a new brand for Melia Hotels worldwide called ME Hotels- Instrumental in forming the partnership created between Sol Melia Hotels and Nikki Beach Clubs that led to the first… Show more ME by Melia – Cabo – Cabo San Lucas, Mexico (October 2004 – January 2008)(formerly known as Melia Cabo San Lucas)Managing Director - In 4th quarter of 2004 led the design and renovation of Melia Cabo San Lucas into a modern contemporary style hotel – the first such hotel for the Company, which launched a new brand for Melia Hotels worldwide called ME Hotels- Instrumental in forming the partnership created between Sol Melia Hotels and Nikki Beach Clubs that led to the first Nikki Beach Club at Melia San Lucas- Created and executed a Mexican contemporary design and décor throughout public areas, club lounge and beach bar to fit with the already established Nikki Beach Club concept- Created and designed a new concept of suites called Energy Suites with cutting edge amenities sought by the target audience which increased average rate of these rooms by $200 in less than a year- Successfully repositioned hotel to a modern luxury level competing with hotels in the next tier up in the destination- Key role in sales and marketing of hotel - Key role in Public Relations initiatives and campaigns for the hotel - Accomplishments as a 3 year (2005-2007) compounded result:• 52% increase in overall revenues • 46% increase in room revenue• 61% increase in F&B revenues• 30% increase in GOP• 30% increase in EBITDA• 48% increase in average rate• 46% increase in rev par Show less

Melia San Lucas – 150 rooms – Los Cabos, México Melia Los Cabos Beach, Golf & Spa Resort – 200 rooms (sold 5/04) - Los Cabos, Mexico (July 2000 – October 2004)Managing Director for both hotels-Created a complex/shared structure for both hotels including Executive Team, Human Resources, Rooms Division, Administration, Purchasing, Sales & Marketing and Maintenance Departments (until 5/04)-In 2004 achieved highest percentage of occupancy in 4 years (70%) at Melia San Lucas since… Show more Melia San Lucas – 150 rooms – Los Cabos, México Melia Los Cabos Beach, Golf & Spa Resort – 200 rooms (sold 5/04) - Los Cabos, Mexico (July 2000 – October 2004)Managing Director for both hotels-Created a complex/shared structure for both hotels including Executive Team, Human Resources, Rooms Division, Administration, Purchasing, Sales & Marketing and Maintenance Departments (until 5/04)-In 2004 achieved highest percentage of occupancy in 4 years (70%) at Melia San Lucas since taking over the hotel making it the market leader in occupancy as well as positioned hotel as market leader with an occupancy penetration index of 165.97% -In 2004 increased GOP by 10%, revenues by 9%, ADR by 10% and REV PAR by 12% at Meliá San Lucas)-In 2004 achieved 44% flow through, the highest in 4 years-20% increase in Guest Satisfaction Index over previous year-Personally responsible for e-commerce production increase of 195% in 2004 at Melia San Lucas-Recognized as most profitable Sol Meliá Hotel in Mexico in 2003 (Meliá San Lucas)-Platinum Award by Smart Meetings 2004-Los Cabos Tourism Board Marketing Committee 2003- 2004-VP of Los Cabos Tourism Board (2001-2003) Show less

Rooms Division