1. Leandro Cruz
202 Hansell Road 305-606-0993
Newtown Square, PA 19073
leandroc63@gmail.com
Summary
Sales & Marketing professional with over 25 years of experience in the hospitality industry.
Recognized for building and leading global sales and marketing teams for luxury independent and
large multi –brand chain hotels, including all-inclusive brands. Significant relationships with key
industry consortia, wholesalers, and travel agencies in U.S., Europe, Canada, Caribbean, and
throughout Latin America. Fluent in English and Italian in addition to native Spanish speaker.
Achievements
 Significantly enhanced sales and profits for a five star luxury resort
 Substantial global network of contacts for growth
 Known for achieving high customer service and retention levels
 Pro-active new business development and expansion
Core Professional Strengths
 Market expansion and territory development
 Negotiating skills – contract negotiation and administration
 Building strategic partnerships and alliances
 High impact presentation and closing skills. Lead generation. Market analysis
Professional Experience
Casa de Campo, La Romana, Dominican Republic (Pennsylvania based) Feb 2015 – present
VP Global Sales and Marketing
Returned to Casa de Campo to develop the Global Sales & Marketing organization for the planned
expansion to multi-property resort management. Responsible for building a worldwide
organization, now measuring 33 team members worldwide, covering marketing, PR, sales, and
group servicing and coordination. Developed the villa and sports sales strategy for the resort.
 Includes representation offices in Brazil and Europe
 Increased occupancy by 10 points during the low Summer months
 Increased revenue by 20% in first year
Melia Hotels International (“MHI”) Oct 2010 – Feb 2015
Director of Leisure Sales
MHI is the largest hotel company in Spain with 344 hotels Worldwide. Responsible for the
expansion of MHI’s leisure business in the US & Canada. Responsible for driving growth of the
travel agency luxury segment and travel agency consortia (e.g., Virtuoso, Ensemble).
 Direct a team of 7 Sales Managers in North America as well as MHI’s Specialist on- line
program & MHI’s Agent Loyalty and Incentive program
 Marketing responsibility for MHI’s seven brands within the North American market
 Create and maintain MHI’s relationship with the top agency consortia
 Responsible for North American marketing efforts for hotel launches, calls, and
appointments.
 Sales leader for Travel Wholesalers’ sales efforts, such as GoGo/Flight Center, Apple
Vacations, FunJet, Classic, Islands Destinations, Travel Impressions.
 Responsible for relationship with American Express’s Fine Hotels and Resorts, Scotia
Bank’s Inspire, and others
 Business Plan development for North American leisure segment

2. Casa de Campo, Dominican Republic (Miami based) 2000- Oct 2010
Director of Sales, US & Latin America
5 Star resort located in Dominican Republic, with luxury villas, spa, sports facilities.
 Responsible for all individual and travel industry sales which drove 65% of total sales.
 Direct Sales, Marketing, and GSA network in Latin America
 Strong relationships with Valerie Wilson, Altour, Pro Travel, Frosch, Tzell-Travel Leaders,
Frosch, Classic, and Islands Destinations.
Abbey Hotel, Miami Beach, Florida 1999 2000
Director of Sales & Marketing
Reporting to the owner, full responsibility for all aspects of sales and marketing for 50 room
boutique hotel in Miami Beach. Responsibility for advertising, pricing, promotions, distribution,
internet, wholesaler, and retail channels.
Casa de Campo, Dominican Republic (Miami based) 1992 - 1998
Regional Sales Manager & Sales Manager Europe and Latin America
Identified and developed Virtuoso membership for Casa de Campo. Covered numerous sales
territories, from Europe to USA.
Education/Other
B.S., Universidad Catolica Madre y Maestra, Santo Domingo, Domingo Republic. 1985, Hotel
Management.