SM Hotels and Conventions Corporation (SMHCC) has appointed seasoned hospitality executive Melissa J. Carlos as its new vice president for Commercial, reinforcing its leadership team as the company continues to grow its portfolio of hotels, convention centers and hospitality developments.
Carlos brings more than three decades of experience spanning business strategy, revenue management, brand development and hotel operations, with a career built around driving business growth and leading commercial teams across the country’s hospitality sector.
Before joining SMHCC, she served as group director of Sales & Marketing at Robinsons Hotels & Resorts, where she oversaw Sales & Events, Revenue & Reservations, and Marketing & Public Relations across the group’s portfolio. She also led business development initiatives, brand-building efforts, and pre-opening strategies for new properties.
She previously spent more than a decade with Seda Hotels, where she rose to senior group director of Commercial & Revenue Management after serving as group director of Sales & Marketing. During her tenure, she helped launch 12 Seda hotels nationwide while overseeing forecasting, budgeting, revenue generation, and commercial performance across the brand.
Earlier in her career, Carlos held leadership roles at Fraser Place Manila, serving as both general manager and director of Sales & Marketing. She also managed major corporate accounts at The Heritage Hotel Manila, contributing to the property’s revenue growth.
In her new role, Carlos will lead SMHCC’s commercial operations, overseeing business development, sales, marketing, revenue management, reservations, public relations, digital marketing, and brand communications across the company’s expanding portfolio.
“I am truly honored to join SM Hotels and Conventions Corporation at such an exciting and transformative time in its growth journey,” said Carlos.
“SMHCC is home to an impressive portfolio of hospitality brands and destinations that have set benchmarks for excellence in the industry. I look forward to working alongside our talented teams to further strengthen our market presence, cultivate meaningful partnerships, and develop innovative strategies that create long-term value for our guests, clients, and stakeholders. Together, we will continue building on SMHCC’s strong foundation, elevating the guest experience, and contributing to the company’s vision of shaping the future of Philippine hospitality,” she added.
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