Oscar Serrano

Senior Vice President Marketing, Distribution & Sales @UMusic Hospitality & Lifestyle

Universal Music Group Hotel Division. Recruited to serve as the top marketing, distribution and sales leader for this unique venture, encompassing new global collective of immersive hotels inspired by music and that provide unique experiences for fans, guests, and artists alike—with music and entertainment at the forefront of all design considerations and guest experiences, powered by Universal Music Group. Report directly to President and oversee all branding, marketing, distribution and sales initiatives involved in successfully taking the new brand to market in the coming months, both in the Americas and on a global basis. Highlighted Projects & Contributions: • Chief architect of the new hotel concept and all related branding, brand experience, positioning, product positioning, and programming decisions needed to fully operationalize the concept. • Manage an executive team, including both FTE and outsourced staff, ranging from designers to social media specialists, community managers, data/revenue analysts and sales/marketing professionals. • Administer a multimillion dollar budget, building out internal sales/marketing capabilities in addition to partnering with creative agencies, PR firms, and other external vendors to create needed collateral and technology. • Drove development of the company’s website and a series of social media channels to “build buzz” around the emerging company and its unique story. • Conduct extensive market research and lead the creation of feasibility studies to validate the new concept, in addition to mapping out the customer experience journey to inform critical product/service decisions. • Cultivated and currently manage multiple strategic partnerships (details confidential) related to the new venture, applying storytelling/influencing skills to excite partners around the concept’s ultimate potential.