Oscar Serrano

SVP Distribution, Sales & Marketing @UMusic Hotels

👍 Sales & BizDev💸 MarketingCMO💼 C-level Executive

Strategic and growth-focused professional with an extensive background in crafting and executing innovative distribution, sales and marketing plans designed to propel revenue growth and ensure the resounding success of brands. Expert in customer acquisition, growth and retention, leading data collection and direct revenue growth, via direct sales channels and CRM and email marketing strategies. Balancing budgets, enhancing internal capabilities, and fostering collaboration with external partners are among my core competencies. I have demonstrated expertise in harmonizing efforts to create a unified vision across diverse channels. Global launch and strategic positioning of brands, where I meticulously map out customer journeys and conduct comprehensive market research. Identify untapped market opportunities, developing compelling go-to-market strategies, and strategically positioning products and services for resounding success. Prioritize the cultivation of strong relationships with clients and stakeholders, ensuring that their needs are met with excellence, contributing to the growth of brands and businesses.

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Work Background

UMUSIC HOTELSSenior Vice President Marketing, Distribution & Sales

Sep. 2021Miami, Florida, United StatesRecruited to serve as the top marketing, distribution and sales leader for Universal Music Group Hotel Division, encompassing new global collective of immersive hotels inspired by music and that provide unique experiences for fans, guests, and artists alike—with music and entertainment at the forefront of all design considerations and guest experiences. Report directly to President and oversee all branding, marketing, distribution and sales initiatives involved in successfully taking the new brand to market in the coming months, both in the Americas and on a global basis. Highlighted Projects & Contributions: • Chief architect of the new hotel concept and all related branding, brand experience, positioning, product positioning, and programming decisions needed to fully operationalize the concept. • Manage an executive team, including both FTE and outsourced staff, ranging from designers to social media specialists, community managers, data/revenue analysts and sales/marketing professionals. • Administer a multimillion dollar budget, building out internal sales/marketing capabilities in addition to partnering with creative agencies, PR firms, and other external vendors to create needed collateral and technology. • Drove development of the company’s website and a series of social media channels to “build buzz” around the emerging company and its unique story. • Conduct extensive market research and lead the creation of feasibility studies to validate the new concept, in addition to mapping out the customer experience journey to inform critical product/service decisions. • Cultivated and currently manage multiple strategic partnerships (details confidential) related to the new venture, applying storytelling/influencing skills to excite partners around the concept’s ultimate potential.

TransatVice President Sales & Marketing Hotel Division

Sep. 2019 - Aug. 2021Miami, Florida, United StatesHired to drive product, branding, and commercial strategy for the newly created Hotel Division of Transat, encompassing a projected pipeline of 5 all-inclusive resorts in Montego Bay, Riviera Cancun, and Punta Cana. Highlighted Projects & Contributions: Led a team of direct and indirect reports (sales, marketing, and support staff) in enhancing all product branding, brand experience and revamping the commercial strategy of the business. As part of a vertical group, Transat's Hotel Division strategy is to leverage its distribution power house, present all the way through the customer journey, with a distinct product proposition and a solid management team, generating value, opportunity and drive out sized returns for the group, shareholders and investors as well as an authentic experience for our customers. Transat's Hotel Division is unique among the largest international hotel groups in having an origin in leisure and the ideal size to combine exceptional hospitality with management that is efficient and close to its stakeholders. All of this, along with our warmth and passion, makes us distinct and different.

Canabay HotelsVice President of Sales & Marketing

Apr. 2018 - Aug. 2019Initially hired as Director of Sales & Marketing for this fast-growing hotel chain and promoted rapidly to positions as General Manager of both the USA and Dominican Republic. Highlighted Projects & Contributions: • Built and managed teams of up to 70+ staff including sales, operations, and administrative professionals—as well as tour guides—providing daily inspiration and mentoring to maximize staff engagement/retention • Gained a deep multi-faceted understanding of all aspects of the industry by overseeing a complex mix of sales and operations activities for a bed bank, incoming tour operator, travel agency, and wholesaler • Negotiated advantageous supplier contracts with transportation companies, tour operators, excursion suppliers, rental car companies, airlines, and hotels • Managed new business development and key account management activities for various properties, ensuring superior levels of client retention and driving significant growth to corporate revenues

Ocean by H10 HotelsVice President Global Sales & Marketing

Feb. 2008 - Jan. 2018Recruited to direct sales, distribution, and marketing for this premier operator of EP and all-inclusive hotels and resort destinations through Mexico and The Caribbean—including direct sales, as well as business generated through websites, call centers, OTA’s, social media, and digital and offline marketing channels. Highlighted Projects & Contributions: • Owned $300M+ in revenue production for 8 hotels, 3 countries, 4.5k+ rooms, and a city hotel—in addition to administering a $7.5M+ annual marketing budget across all online and offline marketing initiatives • Built and managed a 60-member sales and marketing team spanning 8 direct reports

Barcelo Hotels & ResortsManaging Director Sales & Marketing

Jan. 2006 - Dec. 2008Promoted to oversee full global sales and partnership marketing, based on success leading operations for the North American market—with the exclusion of business generated through direct channels and local markets. Highlighted Projects & Contributions: • Managed $850M+ in revenue production across 25 hotels and resorts; locations include Punta Cana, Juan Dolio, Santo Domingo, Cancun, Riviera Maya, Ixtapa, Huatulco, Manzanillo, Puerto Vallarta, Aguas Calientes, San Jose, Playa Langosta, Liberia, Playa Tambor, Nicaragua, Panama, Varadero and Cayo Largo • Recruited and supervised a 30-member corporate sales team to drive bookings throughout the USA, Canada, Latin America, and Europe—in addition to overseeing partnership marketing and holding indirect responsibility over dozens of Sales Managers and Directors at individual hotel/resort properties

Barceló Hotels & ResortsCorporate Commercial Director The Americas

Jan. 2002 - Dec. 2006Responsible for corporate sales initiatives in the US, Canada, and Latin American markets; excluding business generated through direct channels and local markets. Highlighted Projects & Contributions: • Built and managed a world-class 20-member corporate Sales Team for the USA, Canada, and Latin America (LATAM) regions—handling all hiring, interviewing, mentoring, and performance evaluation • Responsible for setting pricing for all properties, assigning market/channel distribution levels, and oversee the company’s overall contracting strategy

HotelbedsArea General Manager

Mar. 1998 - Nov. 2002Dominican RepublicHighlighted Projects & Contributions: • Built and managed teams of up to 70+ staff including sales, operations, and administrative professionals—as well as tour guides—providing daily inspiration and mentoring to maximize staff engagement/retention • Gained a deep multi-faceted understanding of all aspects of the industry by overseeing a complex mix of sales and operations activities for a bed bank, incoming tour operator, travel agency, and wholesaler • Negotiated advantageous supplier contracts with transportation companies, tour operators, excursion suppliers, rental car companies, airlines, and hotels • Managed new business development and key account management activities for various properties, ensuring superior levels of client retention and driving significant growth to corporate revenues