Ana Carolina Peraza Vega

• Lead marketing strategy and brand positioning across a multiproperty luxury and premium hospitality portfolio under Marriott International in Costa Rica. • Oversee integrated marketing initiatives incorporating brand strategy, digital marketing, PR, partnerships, content, social media, experiential activations, and guest engagement. • Drive cross-functional collaboration with property leadership, regional teams, revenue management, sales, and external partners to support commercial objectives and long-term brand growth. • Lead and mentor a marketing team supporting integrated campaigns and brand initiatives across multiple properties and audience segments. • Guide strategic marketing planning across international and regional markets, strengthening visibility, demand generation, and brand relevance for luxury hospitality audiences.

• Awarded the 2025 Global Property Marketing Leader of the Year by Marriott International. • Led strategic marketing direction for The Westin Reserva Conchal and W Costa Rica, overseeing integrated campaigns designed to strengthen luxury brand positioning and drive commercial performance. • Directed PR, digital marketing, content strategy, partnerships, social media, events, and experiential activations across multiple audience segments and international markets. • Worked closely with Revenue Management, Sales, and regional Marriott stakeholders to support demand generation, seasonal campaigns, and revenue-driving initiatives. • Managed agency relationships, campaign execution, budget allocation, and cross-functional collaboration across property and above-property teams.

• Led integrated marketing strategy execution for two Marriott properties in Costa Rica across luxury and premium segments. • Awarded 2023 Multi-Property Manager of the Year at The Westin Reserva Conchal and W Costa Rica. • Managed multi-channel marketing initiatives including PR, digital marketing, social media, partnerships, events, content creation, and on-property communications. • Collaborated cross-functionally with Sales, Revenue, Food & Beverage, Rooms, and regional marketing teams to support demand generation and brand visibility. • Supported audience-specific campaigns targeting US, LATAM, domestic, and regional travel markets.

• Selected to join a strategic Costa Rica-focused role to support the launch and category building of IQOS, contributing to one of the first major portfolio transformation initiatives for Philip Morris International in the market. • Recevied an Excellence Award for the successful implementation of this launch. • Led the Acquisition Team and the planning and execution of a multichannel consumer acquisition strategy, including digital, alternative, and experiential channels to drive awareness and adoption. • Built and managed a consumer database of more than 7,000 users through integrated online and offline initiatives prior to launch, supporting early-stage engagement and conversion efforts. • Participated across the full Route-to-Market process through launch execution, including the development of a digital launch experience event that achieved an 85% attendance rate. • Supported post-launch operational stabilization, promotional strategies, and ongoing acquisition initiatives to strengthen category growth and consumer retention.

• Supported regional portfolio strategy execution across expanded CARICAM markets, adapting to a broader and more complex organizational structure following the integration of Central America and Caribbean regions. • Coordinated multidisciplinary teams including Product Development, Legal, Sales, and Finance to execute launches, revamps, upgrades, and Reduced Risk Products initiatives across diverse markets and consumer dynamics. • Led the development of omnichannel communication toolkits, including digital campaigns, agency coordination, budget management, and local market implementation support for regional projects. • Contributed to retail and consumer experience initiatives aimed at strengthening brand engagement and execution consistency across multiple consumer touchpoints.

• Supported portfolio strategy execution across multiple Central American markets, contributing to marketing initiatives for local and international brands in a project-based, multicultural environment. • Coordinated cross-functional teams including Product Development, Legal, Sales, and Finance to support launches, revamps, upgrades, and other regional brand initiatives. • Developed omnichannel communication toolkits, including digital campaigns, agency coordination, budget management, and retail & consumer experience assessments, adapting strategies to markets with diverse consumer and commercial dynamics.

• Led the planning, implementation, budgeting, and evaluation of national marketing and trade marketing programs in Panama for a multinational consumer goods company. • Coordinated nationwide brand and commercial initiatives within a highly competitive and regulated industry, supporting execution consistency and market presence. • Collaborated cross-functionally with sales, trade marketing, and agency partners to support consumer engagement and retail activation initiatives.

• Led the development and implementation of the marketing structure for a newly launched shopping mall brand in Panama, supporting brand positioning, awareness, and market presence. • Developed and executed integrated marketing strategies including media planning, digital marketing, social media, events, entertainment programming, and community engagement initiatives. • Identified and managed ATL, BTL, and digital agency partners while overseeing budgets, cross-functional coordination, and brand communication efforts.

• Participated in the nationwide rebranding transition from ICE to Kölbi across retail points of sale in Costa Rica, supporting brand consistency and customer experience execution. • Coordinated nationwide retail communication campaigns and point-of-sale initiatives, collaborating cross-functionally with engineering, advertising, finance, and operational teams. • Managed retail execution for seasonal and commercial campaigns, including visual merchandising, in-store branding, and customer-facing materials across Kölbi and ICE stores.

Programa de Máster en Dirección Comercial y Marketing en Murcia, España.