1. Maximo (Max)Villar
5031 Ventura Dr
Delray Beach, Florida 33484
Office: (561) 908-2058
Cell: (561) 251-4244
Summary of Qualifications
Career Airline Sales and Marketing Executive seasoned in International Transportation and
Tourism. Competent corporate team player. Take-charge, hands-on, bottom line oriented.
Determined problem solver able to work under pressure, meet deadlines, and achieve desired
results. Creative, self-motivated, with an excellent sales and marketing record in the
International airline and Travel and Tourism environment.
Excellent record of success developing new marketing programs designed to increase hotel
occupancy, aircraft seat load factors and market penetration. Consistently met and exceeded
sales targets. Achieved ongoing tie-in promotions to higher levels of management throughout
career. Expertise in the Latin American and North American Markets. U.S. Citizen. Bilingual
(Spanish, fully fluent, both oral and written).
Work Experience
2000-Present
LA INC. – The Los Angeles Convention and Visitors Bureau, Los Angeles, California
Director, America’s Regional Office
Responsible for expanding tourism traffic to Los Angeles and vicinity from Canada, Mexico and
Latin America. Achieve company goals by developing work programs consistent with the
Bureau’s objectives, negotiating maximum exposure to position the “DiscoverLosAngeles”
brand in country with tour operators and through press relationships. Travel frequently within
the territory building relationships, generating new marketing opportunities for the destination.
Represent LA INC. in local overseas trade shows and coordinates sales efforts in-country.
Produce and supervise the “DiscoverLosAngeles” brand, positioning it in all marketing materials
in Spanish, English and Portuguese with local newspaper markets. Manage a total
promotional/trade budget of $300,000 for the region, successfully increasing this budget by 30%
through in-kind contributions and partnerships with airlines and vendors.
1997-2000
Discover the World Marketing, Inc., Miami, Florida
Regional Vice President
Responsible for more than $100 million in sales revenue. Headed start-up operations for the
Latin American regional offices. Developed, recommended and implemented sales and
marketing plans and programs to increase client market share of airlines, car rental companies

2. and cruise lines. Analyzed route and revenue performances for corporate and leisure travel to
assess market trends and areas for improvement. Liaison between independent directors/owners
of field sales offices and clients. Developed and reviewed quarterly reports for all clients.
1994-1997
The Taca Group/America Central Corp.,
Miami, Florida
Eastern Regional Manager
Responsible for a regional sales volume of more than $100 million. Managed the sales and
marketing efforts of five major airlines (Taca, Nica, Aviateca, Lacsa, and Copa) as well as
passenger and cargo operations in Florida, the Mid-Atlantic, Northeast and Canada. Supervised
a staff of more than 25 employees and ground handling agents. Developed and executed
marketing plans and market analysis. Implemented tie-in promotions and in-house tour
operations for all five airlines. Supervised tours and ethnic sales efforts in the South, East and
Northeast regions, particularly New York, Washington, D.C., Florida and Canada.
1992-1994
United Airlines, Inc., Miami, Florida
Manager, Marketing and Promotions, Latin America
Supervised sales and marketing efforts for the Northbound-United States Latin American
Division. Successfully developed a “United Florida-Plus” Program, in conjunction with several
major hotels chains and attractions, which was designed to increase sales revenue from Latin
America destinations. Coordinate promotional events through the region. Supervised tour sales
efforts in Latin America and assisted in the development of coop-advertisement and tie-in
promotions for the region. Represented United Airlines at several nationally and regionally
recognized events.
1992-1993
United Airlines, Inc., San Jose, Costa Rica
Country Manager
Supervised start-up operations for United Airlines in Costa Rica, panama and El Salvador.
Oversaw marketing, sales, flight operations, maintenance, ramp operations, passenger and cargo
services. Managed a staff of nearly 40 employees and ground handling agents. Administered
vendor contracts for catering, ramp maintenance and fueling. Served as liaison between
company and local government officials regarding regulatory matters and tourism development.
1986-1992
Pan American World Airways, Inc.
San Jose, Costa Rica
General Manager
Supervised sales and marketing efforts and managed all airport operations, with a primary
emphasis in passenger and cargo operations and customer service. Coordinated and supervised
GSA in San Jose, panama and El Salvador. Achieved revenue quota goals for all three countries-
representing $26 million in passenger sales. Represented the company to local governments
regarding airline regulatory issues.

3. 1990-1991
Pan American World Airways, Inc.
Miami, Florida
Director of National Accounts, Latin America, New York
Oversaw marketing and sales for the United States-Southbound Latin America Division.
Coordinated special events with tour operators and consolidated accounts to generate business to
Central and South America. Supervised sales efforts in the United States, in particular to New
York, Washington D.C., Los Angeles and Miami.
1986-1990
Pan American World Airways Inc.
Miami, Florida
Regional Sales Director, Central America
Implemented new marketing strategies for Central America, specifically targeting northbound
wholesalers and major producers in Panama, San Jose, Salvador, Guatemala and Honduras.
Created marketing plans, market analysis reports, and implemented advertising campaigns in
conjunction with local sales offices. Held initial responsibility for a regional volume of $26
million, which grew to a $36 million territory.
1981-1986
Aerolineas Argentinas
New York, New York
Regional Traffic/Sales Manager, Northeast Region
Oversaw sales and marketing as well as passenger and cargo operations in more than 26 states.
Managed field sales offices in four major metropolitan markets. Prepared market analysis
reports, and developed and implemented new programs and advertising campaigns. Supervised
advertising efforts by providing guidance and direction on print, television and radio broadcast
advertisements. Served as liaison between the company and advertising agency.
1981-1983
Aerolineas Argentinas
New York, New York
District Sales Manager
Oversaw sales and marketing for more than 5,500 travel agency locations and 330 commercial
accounts in the Mid-Atlantic and New England markets, with annual sales revenue more than
1965-1981
Pan American World Airways
Long Island & Manhattan, New York
1979-1981 District Sales Manager
1978-1979 Acting Director of Passenger and Marketing Manager of Group Charters
1976-1977 Account Executive
Education and Professional Clubs
1963 San Marcos University, Lima Peru
Present – 1997 SKAL Club of Miami Member