I help hospitality brands increase direct revenue, strengthen brand equity, and design guest experiences that convert — through strategic marketing, digital transformation, and AI-driven thinking.
For over 15 years I have built marketing and commercial infrastructure from scratch in the Mexican hospitality market — in Puerto Vallarta and Riviera Nayarit, two of the most competitive resort corridors in Latin America.
That means internalizing outsourced functions, assembling high-performance teams, and designing systems where brand, technology, revenue, and experience operate as a single integrated strategy — not as separate departments.
"Marketing is not a department. It is the system that connects the entire experience."
The result: loyalty programs that grew to 80,000+ members, a direct booking channel tripled in volume, and a commercial model that operates with less OTA dependency and higher margin. Not as isolated wins — as one orchestrated transformation.
I believe the future of hospitality belongs to those who coordinate people, data, and technology without losing the human element. That intersection is where I work best.
Built a loyalty program from zero to 100K+ registered members, with ~30% converting to direct website reservations.
Tripled direct booking volume by building owned-channel infrastructure — CRM, SEO, content, and brand authority working as one system.
Systematically reduced OTA commission costs by shifting acquisition weight toward brand-owned channels and direct guest relationships.
Internalized outsourced marketing functions, assembled multidisciplinary teams, and created commercial capabilities that didn't exist before.
Deep expertise in Puerto Vallarta and Riviera Nayarit — among the most competitive resort corridors in Latin America.
Brand, revenue, technology, CRM, experience, and team leadership aligned under a single strategic model — not in silos.
Positioning with real differentiation and market authority — not just visual identity, but narrative, tone, and the perception that commands premium.
Reducing OTA dependency, increasing profitability per booking, and building guest loyalty through owned channels and brand infrastructure.
Every touchpoint communicates. Every interaction either builds or erodes the brand. Experience design is commercial strategy.
AI amplifies capacity. Judgment decides direction. Integrating intelligence as a strategic asset while preserving what technology cannot replace.
Technology applied to real outcomes. Not tools for the sake of innovation — systems designed to drive measurable commercial results.
Multidisciplinary teams aligned under one strategy. Commercial vision translated into culture, direction, and execution at every level.
A proprietary framework developed across 15+ years of hospitality leadership. Not a consulting checklist — a living methodology for transforming how hospitality organizations grow.
Each phase connects: discovery informs diagnosis, diagnosis shapes alignment. Transformation is not a destination — it is the discipline of continuous optimization.
Every engagement begins with understanding your business — never with a proposal. Scope is built around your specific context, objectives, and growth stage.
A focused executive diagnostic. Understanding your business is the prerequisite to any proposal — not an afterthought.
Comprehensive evaluation across every commercial and brand dimension — from SEO to revenue strategy, CRM to customer journey.
Monthly strategic partnership for CEOs, owners, and hospitality executives navigating growth, transformation, or repositioning.
Senior strategic leadership embedded in your organization — C-level commercial vision and execution discipline, without a full-time hire.
Keynotes and conference presentations built on real transformations — not theory. Each talk delivers a strategic perspective that executives can apply immediately to their business decisions.
"The brands that win in the next decade of hospitality will not be the ones with the biggest media budgets — they will be the ones with the clearest identity and the most trusted direct relationship with their guests."
Conferences, executive forums, hospitality summits, and corporate leadership events across LATAM and globally.
Send an InquiryEvery engagement begins with a Strategic Discovery Session — a conversation before any proposal. Let's understand your business first.