Seasoned hospitality executive Melissa J. Carlos is the new Vice President for Commercial of SM Hotels and Conventions Corporation (SMHCC). Her recent appointment came to further strengthen the company’s senior leadership team as it continues to expand its portfolio and reinforce its position as one of the Philippines' leading hospitality groups.

She has over three decades of experience in business strategy, revenue optimization, brand development, and hotel operations. She has built an impressive track record of driving sustainable growth, maximizing profitability, and leading multi-property teams across some of the country's most respected hospitality brands.

Prior to joining SMHCC, Melissa 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 hotel portfolio. She was responsible for accelerating business growth, strengthening brand positioning, and spearheading pre-opening strategies for new hotel developments.

She also spent a decade of service with Seda Hotels, where she served as Senior Group Director of Commercial & Revenue Management after over 10 years as Group Director of Sales & Marketing. During her tenure, she led the successful launch of 12 Seda hotels nationwide, developed integrated revenue-generating initiatives, and provided strategic oversight of forecasting, budgeting, and business performance across the group.

Her hospitality career also includes leadership positions with Fraser Place Manila, where she served as General Manager and previously Director of Sales & Marketing, consistently delivering strong financial results while overseeing hotel operations and long-term business planning. Earlier in her career, she held key roles at The Heritage Hotel Manila, managing major corporate accounts and contributing significantly to the property's revenue growth.

For SMHCC, Melissa will oversee business development functions, including Sales, Marketing, Revenue Management, Reservations, Public Relations, Digital Marketing, and Brand Communications across the company's portfolio of hotels, convention centers, and upcoming developments.

"I am truly honored to join SM Hotels and Conventions Corporation at such an exciting and transformative time in its growth journey," said Ms. 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.