AVIAREPS Mexico
april 2022 - present
responsible for the commercial, marketing, and public relations strategy for three international destinations in the Mexican market (Visit Orlando, Go City, and Paradise Coast), leading B2B and B2C initiatives, product development, market expansion, and strategic positioning
oversight of key projects and support in corporate growth initiatives
designed proposal for Las Vegas destination RFP
coordinated the annual flagship event (ROI +20%)
supported business development for destinations, hotels, and DMCs
drove continuous improvement and internal innovation processes
Visit Orlando | Trade Marketing & Account Manager
july 2023 – present
full leadership of the account in Mexico, including commercial strategy, co-op marketing, B2B training, and institutional relations
developed a pioneering live certification model for the official destination program, recognized globally for its efficiency and replicated by other destinations
directed over 30 hybrid and in-person trainings annually (+5,900 agents trained in 2024)
expanded destination presence to 20+ cities, boosting national visibility and coverage
coordinated co-op marketing campaigns with OTAs, tour operators, and airlines
generated strategic reports for global teams and actively participated in LATAM forums
+267% increase in B2B trainings and +502% in certifications (2023)
+20% growth in room nights generated in 2024 vs. 2023
recognition of Mexico as the LATAM market with the highest engagement
Paradise Coast (Naples, Marco Island & Everglades) | Marketing & PR Representative
2022–2023
developed a positioning strategy focused on nature, luxury, and wellness
created tourism packages in collaboration with key operators
achieved an 8% increase in room nights booked and 110% of training goals
Go City | Account Manager (Sales, Marketing & PR)
2022–2023
led market penetration strategy, multichannel campaigns, and development of strategic partnerships
achieved financial targets with a net profitability of 25%
strengthened product visibility through OTAs, tour operators, and travel agent training
executed activations, trade shows, and brand positioning events
Iconn Travel – Viaje y Punto (BBVA)
2017–2022
led the commercial and operational strategy of the wholesale division, developing new sales channels and forging key partnerships. oversaw the North America product portfolio, negotiating exclusive benefits, executing campaigns with international destinations, and implementing loyalty strategies for various customer segments
developed and executed the business plan for the wholesale division
negotiated strategic alliances with agencies and expanded the commercial network
represented the company in trade missions and provided strategic support to key accounts
designed and implemented marketing and product strategies for North America, resulting in a 45% annual increase in lead generation and exclusive campaigns for BBVA cardholders
negotiated preferred rates with DMCs and strategic partners, contributing to a 30% sales increase compared to 2019
coordinated campaigns with destinations, delivered sales team training, and launched the reservation engine as part of key digital transformation projects
Sales Internacional Travel Industry
2014-2017
led commercial and marketing strategies for Texas Tourism, driving increased lead generation and market expansion. managed 18 public relations accounts, optimizing execution processes
designed and executed commercial and marketing strategies (online and offline) to boost lead generation and brand positioning
organized and managed trade missions, fairs, roadshows, and activations, achieving a 15% growth in trained agents and opening new markets
negotiated commercial partnerships and sponsorships to strengthen destination presence
managed 18 public relations accounts (tourism offices, hotels, airports, and car rental companies)
implemented and optimized operational processes and defined effective communication channels
increased department productivity by 20% through content proposals and improved media relations, exceeding a 10% increase in advertising value
American Express Vacations
2011-2014
drove portfolio growth by exceeding sales targets and strengthening the positioning of key products. contributed to digital transformation through the implementation of innovative solutions
developed and implemented product and marketing strategies for the AMEX cardholder segment
negotiated with suppliers and generated B2B sales through digital campaigns
implemented the reservation engine for Disney Destinations, surpassing sales goals and enhancing the product portfolio
Instituto Politecnico Nacional
Master's Degree – Marketing
Bachelor's Degree – Tourism
@lorena.pereda