MADRID — Zoe Lara, who joined Palladium Hotel Group in 2022 and served as Country Sales Director for Jamaica and the Dominican Republic, has been promoted to Sr. VP of Sales & Marketing for the Americas.

In her new role Lara is taking on responsibility for the management and leading the regional teams of Sales and Marketing, both in the outbound markets and those responsible for the commercial performance of the hotels in the continent.

Given the significance of the Americas for the hotel company, where there is huge growth and development potential, Lara said she’s excited for the challenge ahead.

“I am truly honoured and excited to take on this new role, as I also appreciate the confidence and trust that Palladium Hotel Group has placed in me,” said Lara. “I look forward to contributing my best efforts to drive our sales and marketing strategies, and I am committed to helping the company achieve its goals in the Americas region. I also want to acknowledge the incredible support that I have received throughout my career in the company, from peers and colleagues which have been instrumental in reaching this milestone.”

Sergio Zertuche, Chief of Sales & Marketing Officer at Palladium Hotel Group, said Lara’s background and expertise both in the sector and the region, along with her strategic vision, have the company feeling confident in this key step towards achieving corporate objectives.

“The Americas is a key region, where a very important part of the assets we manage are located at. It is also home to key source markets, where we see a very significant growth potential,” said Zertuche.

In her two decades in the hotel industry, Lara has worked with other well-known brands including Meliá and AMResorts (now Hyatt Inclusive Collection).