Cancún, Quintana Roo, Mexico
Performance Marketing Leader with 13+ years of experience building, managing, and scaling revenue-driven digital acquisition strategies across tourism, attractions, hospitality, destination experiences, and e-commerce brands in Mexico, the U.S., Canada, and the Caribbean. Deep hands-on expertise across Google Ads, Meta Ads Manager, TikTok Ads, DV360, and Search Ads 360, with proven success managing $250K+ in monthly ad spend, improving ROAS up to 6x, reducing CPA by 40%, and driving measurable booking, revenue, and in-destination demand growth. Strong background in tourism and hospitality ecosystems, including hotels, resorts, parks, and attraction-driven businesses such as Grupo Xcaret, with experience optimizing campaigns around traveler intent, destination-based demand, direct booking growth, and OTA-influenced traveler behavior. Experienced in building campaigns designed to convert high-intent travelers who have already secured flights and accommodations and are actively deciding how to spend time in the destination through attractions, excursions, parks, and premium experiences. Known for operating autonomously in lean, fast-moving environments while partnering effectively with internal creative, content, SEM, and leadership teams. Combines deep performance marketing expertise with strong cross-functional collaboration, executive communication, and the ability to translate data into scalable growth actions tied to real business outcomes.
Lead digital marketing, performance marketing strategy, and paid media execution for hospitality, tourism, and experience-driven brands across Mexico and LATAM, with a strong focus on conversion growth, traveler intent, and destination-based demand. Build and optimize campaigns across Meta Ads and Google Ads, aligning audience strategy, seasonal demand, offer positioning, and campaign structure with real business goals and customer behavior. Recent work includes projects closely tied to the Grupo Xcaret ecosystem, where campaign performance is shaped by hotel occupancy, in-destination traveler intent, premium tourism demand, and post-booking purchase behavior. This has included helping shape strategies to convert high-intent travelers already in destination, with flights and lodging already secured, and the next purchase shifting toward dining, experiences, attractions, and premium on-site spend. Develop performance strategies for tourism, attractions, excursions, and premium experience-led businesses, building audience and messaging frameworks around traveler intent windows, the trip-planning stage, and in-market demand signals to improve campaign relevance and conversion efficiency. Partner closely with internal teams and stakeholders to turn premium content, seasonal offers, and customer insights into practical campaign structures that support traffic, inquiries, bookings, and upsell opportunities—while operating with a high level of autonomy across campaign setup, optimization, reporting, and cross-functional coordination.
Executed paid social campaigns for luxury hospitality clients in North America. • Designed Meta Ads frameworks, improving efficiency and performance consistency. • Automated client reporting dashboards for real-time optimization. • Collaborated with cross-functional U.S. teams to scale awareness and bookings.
Directed performance marketing operations for the Royal Reservations brand portfolio. • Managed campaigns in DV360, Search Ads 360, Campaign Manager, and Meta Ads. • Improved ROI and reduced total spend by 10% through analytical reallocations. • Developed audience segmentation and retargeting strategy across all properties. • Oversaw external agency partnerships to ensure performance excellence.