SM Hotels and Conventions Corporation (SMHCC) has named Melissa J. Carlos as its new Vice President for Commercial. The appointment comes as the hospitality company actively grows its market share and expands its current property portfolio across the Philippines.
Carlos brings more than 30 years of hospitality experience to the corporate leadership team. Her background spans hotel operations, business strategy, brand development and revenue optimisation. Throughout her career, she has managed multi-property teams and designed financial growth strategies for several prominent national hotel brands.
Before joining SMHCC, Carlos worked as the Group Director of Sales & Marketing at Robinsons Hotels & Resorts. In that role, she managed marketing, public relations, sales, events and reservations across the entire property estate. Her responsibilities included building brand presence and creating launch strategies for incoming hotel builds.
Her previous experience also includes over a decade at Seda Hotels, where she initially worked as Group Director of Sales & Marketing before moving up to Senior Group Director of Commercial & Revenue Management. While at Seda Hotels, she managed the national rollout of 12 separate properties, built integrated revenue projects and oversaw business forecasting, budgeting and corporate performance.
Additionally, Carlos spent time as General Manager and Director of Sales & Marketing at Fraser Place Manila, where she handled long-term planning and financial results. Her early career includes key client management roles at The Heritage Hotel Manila. In her new position at SMHCC, Carlos will guide all commercial divisions, which covers digital marketing, brand communications, sales, public relations, reservations and revenue management for all hotels and convention centres.
“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.”
SMHCC Executive Vice President Peggy Angeles welcomed the new executive, stating that the appointment matches the company’s long-term development targets. “Melissa’s appointment reflects our continued commitment in strengthening the leadership that will drive the next phase of SMHCC’s growth,” said SMHCC Executive Vice President Peggy Angeles. “As we continue to expand our portfolio and elevate our brands, we are equally focused on reinforcing SMHCC’s position as one of the country’s leading hospitality developers. Melissa’s strategic expertise, proven track record in driving business growth, and deep understanding of the industry will be instrumental as we continue to raise the bar for hospitality and leave a lasting imprint on the Philippine tourism landscape. We are delighted to welcome her to the SMHCC family,” Ms. Angeles added.
