Responsible for creating and leading Tasø's Marketing, Experience and Brand Strategy and OKRs. Played a key role in Creative Direction, leading the In-House Content department, and creating all graphic and audiovisual materials for Digital Marketing Campaigns, Social Media, and Location Communication. Led all Paid Digital Marketing efforts for Metasearch, Google, and Social Media, focusing on constantly improving budget efficiency and direct booking metrics. Developed property concepts for new Bambuda hotels, the main Tasø Group brand chosen for growth and international expansion. Also, re-conceptualized other existing hotel and F&B brands within the group. Directed efforts to enhance Guest Experience across all hotel properties, focusing on key performance indicators and guest review scores. Achievements: • Increase in direct bookings from 20% up to 55% • Increase in ROAS from 1:2 up to 1:4 • Increase in CTR from 1% up to 3% • Increase in CVR from 1.5% up to 2.5% • Increase in NPS from 40% to 50% • Creation of 3 new hotel concepts • Creation of 1 hotel rebrand • Increase IG followers up to 1K monthly

Responsible for creating and leading Selina's Global Experience Strategy, encompassing Guest Experience, Programming, Secondary Revenues, In-house Content Creative Direction, and Partnerships. Accountable for co-leading the strategy and implementation of other crucial departments such as Marketing, Brand, Impact, Culture, F&B, Pre-Opening, Design, and Operations. Built strong structures and processes for every region and country to generate the best impact on the day-to-day experience of 100+ hotels worldwide. Played a key role in the expansion and transformation of Selina Hotels, a global hospitality lifestyle brand that went public in 2022. •Achievements: • Creation and Implementation of Global Experience Strategy, processes & tools • Historical increase of global NPS metric from 40% up to 57% • Historical increase of global "I made friends" metric from 40% up to 65% • Historical increase of global "Programming" metric from 50% up to 75% • Historical increase of global "Room satisfaction" metric from 70% up to 85% • Creation and implementation of 20 new hotel concepts • Creation and implementation of 4 F&B brands

Responsible for leading Selina's Regional Experience Strategy for North and South America, covering 45 hotels across 9 countries. Led Creative Direction for In-House Content Creation, Guest Experience, Programming, Secondary Revenues, and Partnerships. Accountable for co-leading the strategy and implementation of other crucial departments such as Marketing, Brand, Impact, Culture, F&B, Pre-Opening, Design, and Operations. Built strong structures and processes for each region and country, to generate the best impact on the day-to-day experience of 45 hotels. Achievements: • Creation and Implementation of Regional Experience Strategy, processes & tools • Historical increase of global NPS metric from 40% up to 60% • Historical increase of global "I made friends" metric from 40% up to 75% • Historical increase of global "Programming" metric from 55% up to 80% • Historical increase of global "Room satisfaction" metric from 75% up to 85% • Creation and implementation of 10 new hotel concepts • Creation and implementation of 2 F&B brands

Responsible for leading Selina's Regional Marketing and Experience Strategy for Central America, including Costa Rica, Guatemala, and Nicaragua. This encompasses Guest Experience, Programming, Secondary Revenues, In-house Content Creation, and Partnerships. Played a key role in Creative Direction, leading the In-House Content department, and creating all graphic and audiovisual materials for Digital Marketing Campaigns, Social Media, and Location Communication. Created and implemented tools and processes for on-site teams. Accountable for co-leading the strategy and implementation of other crucial departments such as Brand, Impact, Culture, F&B, Pre-Opening, Design, and Operations. Achievements: • Increase in direct bookings from 20% up to 55% • Increase in ROAS from 1:2 up to 1:6 • Increase in CTR from 1.5% up to 4% • Increase in CVR from 1% up to 3% • Increase in NPS from 40% to 65% • Creation of 14 new hotel concepts • Increase IG followers from 2K to 33K

Managing Marketing, Experience and Operations of my own restaurant. Also manage my own advertising agency with clients such as Café Britt, BN Vital, Bolsa de Valores de Costa Rica, Stay in Costa Rica and more. Achievements: • Increase in direct bookings from 5% up to 15% at Stay in Costa Rica Resort • Opening and positioning of new Britt Shop Café at the Central Pacific of Costa Rica • Opening and positioning of new vegan restaurant at the Central Pacific of Costa Rica • Brand definition and positioning of BV Vital, Banco Nacional de Costa Rica • Brand definition and positioning of Bolsa de Valores de Costa Rica • Creation of 4 new brand concepts • Increase IG followers from 1K to 4K+ of Stay in Costa Rica

Managing strategy and communication for key accounts such as the BBVA Bank in Spain. Achievements: • Positioning of BBVA Bank • Positioning of Bodegas Riojanas Spain

Leading Creative Direction and Strategy for key accounts all across Latin America for brands such as Lucky Strike, McDonald’s and Toyota. Building brand portfolios and leading the Latin American creative hub for British American Tobacco. Achievements: • 35+ awards in contests such as New York Festivals, Cannes, FIA, EFFI, and local creative and strategic competitions. • Brand portafolio building for 10 countries in Latin America • Launch and positioning of Mc'Donalds "Me encanta" concept • Positioning of Toyota "brand • Worldwide packaging for Lucky Strike "Click" capsules