Digital Marketing Sales / Renevue Managment / Contracting

Monica Santos

Doral, FL / Phone: Mobile phone: +1-786-***-****

********@*****.***, linkedin.com/in/monica-santos-3a9691120

Revenue driven Sr. eCommerce Director with over 20 years of experience leading eCommerce, digital Marketing, technology and integration teams to position a previously unknown brand in North America. Expanding business from the United States and Canada, being responsible of Iberostar’s 24 hotels (11 in Mexico, 3 in Jamaica, 3 in Brazil, and 7 in the Dominican Republic), and opened its first US property in New York City.

EXPERIENCE

Iberostar Hotels and Resorts, Doral, FL 2005- February 2019

Regional Sr. Director Ecommerce & Online Marketing- America Direct report to company’s CEO

Managed a Marketing budget of over $6 Million. Achieving $ 153 Million Online Sales.

Growth YOY of 20%

Developed first Travel Agent Loyalty Program (Star Agents) to incentivize and reward top producing travel agents for booking their customers into Iberostar hotels

Revamped and launched new reservations process for B2B & other key player online partners

Define the global marketing strategy for Online partners (B2B) across two platforms and over 30 countries

Coach, motivate and developed a team of 71 international members, located in 3 different countries (USA, MX, BR) and 10 major cities around the world

Identify and support new integration testing with a focus on improving conversion through analytics

Built financial seasonal plans and monthly projections, including analyzing and tracking weekly sales, inventory and sell-through by platform and vendor

Managing Director Iberostar America. Payables & Receivables, Human Resources, Bank, Fiscal & Taxes

Worked with the Regional Director of Revenue Management in inventory planning to meet product availability and maximize Revpar per property

Iberostar Hotels and Resorts, Doral, FL 2000- 2005

Sr. Director eCommerce & Distribution- America

Communicated, managed and executed the strategy within our brand site resulting in an annual net volume of $40M

Demonstrated strong business judgment and decision-making skills; ability to identify, prioritize, and articulate highest impact initiatives

Lead the creative review and approval process of all critical content development efforts

Provides leadership and direction and recommends strategy for the America Region. Recommends course of action to VPs for approval on matters affecting the organization managed

Spoke on behalf of the organization as Global Contractor for 21 Hotels in Americas. B2B & B2C agreements. CRS & Channel Managers

Iberostar Hotels and Resorts, Doral, FL 1997-2000

Began to expand relationships with Tour Operators and Travel Agents that would form the foundation for the growth of the brand

Hired and trained Regional Business Development Managers throughout the US, responsible for trade shows and working with tour operators and travel agents to train them in selling Iberostar products

Began development of the Grand Hotel Paraiso on the Riviera Maya, the first adult only, all-inclusive hotel in the luxurious Grand Collection.

Worked closely with tour operators and travel agents to educate them about the unique, ultra-luxury Grand concept. Introduced first internet presence for Iberostar hotels, beginning as a promotional website only before evolving into booking site.

Opened three hotels in Mexico, and two more in the Dominican Republic

ADDITIONAL INFORMATION

Languages- Spanish – Native, English – Native, Portuguese – Basic

Content Management & Planning, Product Launch, Google Analytics

Website optimization

Strong knowledge/understanding of online marketing channels: SEM, SEO, Email, Affiliates, etc

Excellent verbal and written communication skills

CONFERENCES ATTENDED

Annual fairs & Conferences: FITUR, WTM London, ABAV LATAM, FIT, ANATO, Cancun Travel Mart

Booking.com Sales Forces, San Francisco (2015)

Google Conference (2010- 2014)

EDUCATION

INSTITUTO UNIVERSITARIO NUEVAS PROFESIONES VALENCIA, VENEZUELA

Bachelor’s Degree – Tourism (1987)

FLORIDA INTERNATIONAL UNIVERSITY MIAMI, USA

Bachelor’s Degree - English Translation (1992)

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