Seasoned hospitality executive Melissa J. Carlos has been appointed Vice President for Commercial of SM Hotels and Conventions Corporation (SMHCC). Her appointment further strengthens 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.
Melissa brings over three decades of experience in business strategy, revenue optimization, brand development, and hotel operations. Throughout her career, 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 instrumental in accelerating business growth, strengthening brand positioning, and spearheading pre-opening strategies for new hotel developments.
Before that, she spent more than a decade with Seda Hotels, where she served as Senior Group Director of Commercial & Revenue Management after previously holding the role of 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 at Fraser Place Manila, where she served as General Manager after previously holding the role of Director of Sales & Marketing. In these roles, she consistently delivered strong financial results while overseeing hotel operations and long-term business planning. Earlier in her career, she held key positions at The Heritage Hotel Manila, managing major corporate accounts and contributing significantly to the property’s revenue growth.
At SMHCC, Melissa will oversee the company’s commercial functions, including Sales, Marketing, Revenue Management, Reservations, Public Relations, Digital Marketing, and Brand Communications across its 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.
