SM Hotels and Conventions Corporation (SMHCC) announces the appointment of Melissa J. Carlos as Vice President for Commercial, further strengthening its senior leadership team as the company continues to expand its portfolio and reinforce its position as one of the Philippines’ leading hospitality groups.
Melissa is a seasoned hospitality executive with 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.
Before Robinsons Hotels & Resorts, Melissa spent over a decade with Seda Hotels, where she served as Senior Group Director of Commercial & Revenue Management after more than 11 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.
In her new role, Melissa will oversee SMHCC’s 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.”
“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.
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