About Rosa
I help hotels, venues and hospitality businesses increase revenue through stronger commercial strategy, MICE growth, partnerships and sales performance.
My background includes Director of Sales and regional commercial leadership roles across London and Europe, working with lifestyle hotels, boutique properties and international hospitality brands. I specialise in building clear sales structures, improving enquiry conversion, strengthening MICE and corporate pipelines, developing agency relationships, and creating practical tools that help teams sell with more confidence and consistency.
Through P&R McFadden Group, I support hotels, venues, CVBs, DMCs, serviced accommodation operators and hospitality businesses with flexible commercial support. This can include hotel sales audits, MICE growth sprints, hosted buyer recruitment, FAM trip support, trade show representation, sales process and CRM set-up, team training, AI for hotel sales teams, repositioning support or fractional Director of Sales cover.
I work closely with owners, general managers and small commercial teams who need hands on support for a short project, interim cover, a repositioning phase or to bring structure and momentum to their sales and events strategy.
English
Native or bilingual
Spanish
Native or bilingual
Can work on-site
London (up to 50km)
Experience
- Hard Rock InternationalRegional Director of Sales & MarketingSeptember 2024 - May 2025 (8 months)London, United KingdomLed regional sales and marketing across 9 hospitality venues in Southern Europe, with full responsibility for groups, MICE and corporate sales performanceDefined and executed regional commercial strategies, sales action plans and revenue initiatives to grow events and group business across multiple marketsWorked closely with GMs and local sales teams to improve enquiry conversion, pricing, packages and commercial processes, while supporting teams hands-on during peak periods and transitionsIntroduced structured sales processes, reporting frameworks and pipeline management to improve visibility, accountability and overall sales performance
- Ambassadors Bloomsbury HotelDirector of Sales and MarketingSeptember 2023 - September 2024 (1 year)London, United KingdomLed the full Sales and Marketing function for a boutique London hotel during a refurbishment and repositioning phase, with responsibility for rooms, groups, MICE and F&B revenue. Worked closely with the General Manager and department heads to reposition the hotel within the corporate and events marketBuilt and implemented a structured sales approach from the ground up, including enquiry management, pricing, packages, sales processes and reportingDesigned and delivered a tailored training and development program for the sales and events team, encouraging a proactive, commercially driven sales cultureImproved enquiry conversion, increased MICE and group revenue and strengthened the hotel’s positioning with corporate clients, agencies and venue finders through hands-on leadership and market engagementSupported the hotel’s visibility through targeted trade shows, venue finder platforms and agency relationships
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Education
- Degree in Business and Tourism ActivitiesUniversity of Málaga, High School of Tourism2007
Certifications
- Diploma in Event ManagementFitzwilliam Institute / King's College London2012