Hi, I’m
Alicia Cano Moreno
Punta Cana
Summary
Dynamic and results-driven sales leader with nearly a decade of experience in group sales within the hospitality industry. Currently serving as Associate Director of Sales & Head of Group Sales at Meliá Hotels International in Punta Cana, overseeing MICE (Meetings, Incentives, Conferences, and Exhibitions) business development and revenue strategies for multiple properties. Skilled in building client relationships, negotiating high-value contracts, and driving sales performance through data-driven decision-making and collaboration. Fluent in English and Spanish, passionate about delivering service excellence in the evolving world of hospitality. Proven expertise in driving revenue growth and building high-performing teams. Strong focus on strategic planning, client relationship management, and market analysis. Known for reliability, a results-driven approach, and exceptional communication skills.
Overview
20
years of professional experience
5
years of post-secondary education
1
Certification
2
Languages
Work History
Meliá Hotels International
Associate Director of Sales / Head of Group Sales
08.2024 - Current
Job overview
- Lead sales activities and maximize revenue for properties in the Dominican Republic
- Oversee all sales activities, including business, group, and leisure travel
- Set monthly, quarterly, and annual goals for the sales team
- Review and negotiate group contracts
- Create and manage training plans for new sales team members
- Prepare reports for hotel and ownership meetings
- Contribute to monthly forecasting and group revenue
- Stay up to date on market trends, competitors, and customer needs
- Collaborate with other departments to provide quality customer service
- Act as a substitute for the Director of Sales and Marketing when they are absent
- Develop and implement sales strategies to maximize MICE business opportunities and revenue
- Oversee and mentor the Group Sales team to ensure target achievement
- Conduct market analysis and competitor research to optimize positioning
- Negotiate high-value contracts and maintain long-term client relationships
- Represent Meliá Hotels at trade shows, industry events, and networking functions
Meliá Hotels International
Head of Group Sales
01.2021 - 07.2024
Job overview
- Led and executed sales strategies for MICE segment, managing multi-property sales efforts
- Developed sales campaigns tailored to key markets, ensuring revenue growth
- Managed contract negotiations, revenue planning, and forecasting
- Fostered relationships with global sales teams to optimize market reach
Meliá Hotels International
Regional Associate Director of Group Sales – Dominican Republic
02.2020 - 01.2021
Job overview
- Designed and executed regional sales campaigns to attract MICE business
- Conducted competitive benchmarking to maintain a strong market position
- Trained and mentored Group Sales team members to optimize performance
- Established MICE ADR in collaboration with Revenue Management
Meliá Hotels International
Regional Sales Manager – Dominican Republic Cluster
02.2017 - 02.2019
Job overview
- Managed top-tier MICE accounts and fostered long-term client partnerships
- Developed high-impact sales proposals and negotiated group contracts
- Organized on-site inspections to enhance buyer confidence and drive conversions
- Led participation in industry trade shows and networking events
Amstar DMC
Groups Coordinator (Freelance)
10.2014 - 01.2017
Job overview
- Coordinated and ensured the smooth execution of group events and activities
- Organized and led sales meetings to drive engagement and revenue growth
Amstar DMC
Team Leader
11.2013 - 09.2014
Job overview
- Developed and implemented sales training programs, increasing goal attainment by 50%
- Managed worksite assignments to optimize revenue generation
- Produced analytical reports on sales performance and improvement strategies
Amstar DMC
Service & Sales Representative
11.2004 - 10.2013
Job overview
- Ranked among the Top 5 Sales Representatives consistently
- Provided exceptional customer service, earning recognition as Employee of the Year (2010)
Education
Universidad EAFIT
Business Management Degree from Emphasis in Finance
01.1999 - 01.2004
Events Industry Council
Certified Meeting Professional (CMP)
Dale Carnegie
Sales and Customer Service Excellence
Skills
Sales Strategy & Business Development
Professional Development And Industry Engagement
- Active participant in IMEX Las Vegas and other major MICE trade shows.
- Member of MPI, SITE, PCMA hospitality networks.
Certification
CMP
Timeline
Associate Director of Sales / Head of Group Sales
Meliá Hotels International
08.2024 - Current
Head of Group Sales
Meliá Hotels International
01.2021 - 07.2024
Regional Associate Director of Group Sales – Dominican Republic
Meliá Hotels International
02.2020 - 01.2021
Regional Sales Manager – Dominican Republic Cluster
Meliá Hotels International
02.2017 - 02.2019
Groups Coordinator (Freelance)
Amstar DMC
10.2014 - 01.2017
Team Leader
Amstar DMC
11.2013 - 09.2014
Service & Sales Representative
Amstar DMC
11.2004 - 10.2013
Universidad EAFIT
Business Management Degree from Emphasis in Finance
01.1999 - 01.2004
Events Industry Council
Certified Meeting Professional (CMP)
Dale Carnegie
Sales and Customer Service Excellence
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