MEXICO CITY — Lourdes Berho was appointed Thursday as the new CEO of the Mexican Tourism Board and will take office on July 1. She will replace Rodolfo Lopez Negrete.

Berho has significant experience in the tourism marketing space. She was founder and CEO of Alchemia, a marketing communications firm, as well as the leader of Condé Nast for Mexico and Latin America. She also severed as Vice President of Marketing of Banamex-Citi Group.

Berho has a double degree in advertising and administration at Pepperdine University in Malibu, California.

Presidente @EPN designa a @LourdesBerhoCEO para encabezar el #CPTM#ComunicadoSECTUR@gobmx https://t.co/mUprztSXyG pic.twitter.com/tkowgHyTFJ

— SECTUR México (@SECTUR_mx) June 16, 2016