Open to opportunities

Alex Sánchez

@alexxsanch

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Business development and brand strategy leader driving luxury hospitality growth.

Mexico

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What I'm looking for

I’m looking to lead luxury business development and brand strategy in hospitality—owning positioning, partnerships, and performance marketing to grow customer experience and commercial results in competitive markets.

I’m a business development, brand strategy, and hospitality leader with more than 10 years of experience driving luxury brand positioning, customer experience, strategic partnerships, and commercial growth across hospitality, premium dining, entertainment, and luxury retail.

I manage multi-brand portfolios and lead cross-functional teams while directing high-impact marketing investments exceeding $16.8M MXN annually. At the center of my approach is turning positioning into measurable demand—through targeted campaigns, strong partnerships, and disciplined brand consistency.

Most recently, at GRUPO ROSANEGRA (2022–2026) I owned brand strategy and positioning across 8 hospitality, dining, and entertainment units, leading an internal team of 12 plus external agencies. I managed advertising investments exceeding $1.4M MXN/month across Meta Ads, Google Ads, and TikTok Ads, and I supported launches and positioning for Parole Los Cabos, Kultura Cancún, and Tantra Tulum.

Earlier, I led regional marketing at MELIÁ HOTELS INTERNATIONAL (2016–2022) across Mexico, United States, Brazil, and Argentina, adapting global campaigns to local markets while maintaining international brand consistency. Before that, I built premium client relationships as a BMW Momentum Premium Sales Consultant and supported business development and operational performance at ALVACO ENTERPRISES through commercial negotiations and profitability-focused audits.

Experience

Work history, roles, and key accomplishments

Senior Brand Manager

Grupo Rosanegra

Jan 2022 - Jan 2026 (4 years)

Led brand strategy and positioning for 8 hospitality, dining, and entertainment units, managing a team of 12 plus external agencies. Directed advertising investments of over $1.4M MXN/month across Meta Ads, Google Ads, and TikTok Ads, and supported influencer marketing and partnerships across 30+ operating units.

Brand Strategy Hospitality Brand Management Marketing Budget Management Meta Ads Google Ads Influencer Marketing Public Relations Strategic Partnerships Cross functional Leadership

Regional Marketing Manager

Meliá Hotels International

Jan 2016 - Jan 2022 (6 years)

Directed regional marketing across 8 properties in Mexico, the United States, Brazil, and Argentina, strengthening brand presence through PR and influencer marketing. Coordinated global-to-local campaign adaptation while maintaining international brand consistency across markets.

Regional Marketing Public Relations Influencer Marketing Agency Management Strategic Partnerships Hospitality Marketing Localization Stakeholder Management

Premium Sales Consultant

BMW Momentum

Jan 2014 - Jan 2016 (2 years)

Built and managed high-value client relationships in the premium automotive segment through consultative prospecting, negotiation, and closing. Delivered personalized luxury customer experiences to drive successful sales outcomes.

Consultative Sales Client Relationship Management Prospecting Negotiation Sales Closing Luxury Branding Customer Service

Business Development & Audit Manager

Alvaco Enterprises

Jan 2012 - Jan 2014 (2 years)

Managed commercial negotiations with Walmart, Soriana, HEB, and Chedraui while supporting business development and expansion initiatives. Conducted operational audits, revenue validation, and profitability analysis to inform growth decisions.

Business Development Commercial Negotiation Retail Partnerships Profitability Analysis Operational Audits Stakeholder Management Strategic Planning