SM Hotels and Conventions Corp. (SMHCC) has appointed hospitality executive Melissa J. Carlos as its new vice president for commercial as the company expands its hotel portfolio and strengthens its leadership team.

Carlos brings more than three decades of experience in business strategy, revenue management, brand development, and hotel operations.

Before joining SMHCC, she served as group director of sales and marketing at Robinsons Hotels & Resorts, where she oversaw sales and events, revenue and reservations, marketing, and public relations across the company's hotel portfolio.

She also spent more than a decade with Seda Hotels, serving as senior group director of commercial and revenue management after previously holding the role of group director of sales and marketing. During her tenure, she helped launch 12 Seda hotels nationwide and led revenue generation and commercial strategies across the hotel group.

Carlos also held leadership positions at Fraser Place Manila, including general manager and director of sales and marketing, and earlier worked at The Heritage Hotel Manila, managing key corporate accounts.

In her new role, Carlos will oversee SMHCC's commercial operations, including sales, marketing, revenue management, reservations, public relations, digital marketing, and brand communications across the company's hotels, convention centers, and future developments.

"I am truly honored to join SM Hotels and Conventions Corporation at such an exciting and transformative time in its growth journey," Carlos said.

She added that she looks forward to strengthening the company's market presence, building partnerships, and developing strategies that enhance guest experiences and create long-term value.

SMHCC Executive Vice President Peggy Angeles said Carlos' appointment reflects the company's commitment to strengthening its leadership as it enters its next phase of growth.

"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," Angeles said.

SMHCC, the hospitality arm of SM Prime Holdings Inc., operates 10 hotel properties with more than 2,600 rooms and over 42,000 square meters of convention space. Its portfolio includes Taal Vista Hotel, Pico Sands Hotel, Conrad Manila, Lanson Place Mall of Asia, Radisson Blu Cebu, five Park Inn by Radisson hotels, SMX Convention Centers, and several trade halls.