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Work Background
voco Ma Belle (IHG Hotels)Director of Sales & Marketing | Executive Management Team Member
Jul. 2023Vietnam• Pre-opening Commercial Leader for the first voco property in Vietnam, successfully launching the brand in the
market.
• Built and led a multidisciplinary team: Sales (4), Events (3), Reservations (5), and Marketing & Digital (3).
• Established all commercial segments, retail strategies, and OTA partnerships, driving brand visibility and
revenue.
• Delivered positive GOP every month since opening, exceeding year-one revenue-share targets.
• Forged strong stakeholder and partner relationships, ensuring long-term commercial sustainability.
Shangri-La MactanDirector of Sales & Marketing | Executive Management Team Member
Apr. 2019 - Jun. 2023Cebu, Philippines• Directed a large commercial team across Sales (9), Events (10), Reservations (10), and PR/Communications (3).
• Recognized commercial leader in Leisure, MICE, Negotiated, and Luxury segments across SEAA, China,
Australia, Europe, Russia, and North America.
• Designed and executed post-pandemic recovery initiatives, achieving strong revenue growth, cost efficiencies,
and guest/employee satisfaction.
• Delivered 2019 GOR performance exceeding 2018 actuals, strengthening financial resilience.
• Spearheaded the Shangri-La Cares Program, implementing COVID “new normal” standards.
• Represented the property in tourism and government committees, influencing compliance and industry policy.
• Achieved highest social media engagement in SEAA region (2023) among Shangri-La properties.
Shangri-La BoracayDirector of Sales / Department Head
Jul. 2016 - Apr. 2019Philippines• Managed a focused Sales team, achieving the 2017 sales budget milestone for the first time in the resort’s
history.
• Strengthened partnerships with luxury consortia (AMEX FH&R, Virtuoso, etc.), enhancing global market
presence.
• Spearheaded Virtuoso program activation and compliance, boosting luxury segment revenue.
• Developed budgets, forecasts, and marketing plans, aligning with corporate strategy.
• Introduced MICE-focused products (e.g., Collabor8 Teambuilding), positioning the resort as a premier events
destination.
• Acted as OIC for Sales & Marketing Division, leading budget planning, marketing launches, and revenue
recovery campaigns.
Shangri-La BoracayDirector of Events Management / Department Head
May. 2012 - Jun. 2016Philippines• Increased catering revenue by 90% within four years.
• Consistently exceeded group/convention revenue targets, delivering strong ROI.
• Developed award-winning event packages (e.g., Reservation in Paradise, Experience IT, Luxury Meeting
Packages).
• Ranked #1 out of 11 resorts for RFP Test Calls (2014–2015); Top 10 out of 80 hotels for Events
Performance Monitor.
• Delivered high-profile events such as APEC Ministerial Meeting and AMWAY Japan Buyout.
• Created “Sunglasses at Work” (Meet by Design), later benchmarked across Shangri-La properties and awarded
Innovation of the Year 2014.
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