Oscar Serrano

Oscar Serrano is a seasoned hospitality executive with more than two decades of leadership experience driving sales, marketing, and distribution strategies across the Americas and beyond. He has held senior roles with global hotel brands including Transat Hotel Division, Ocean by H10 Hotels, Barceló Hotels & Resorts, and Cana Bay Hotels & Residences, consistently delivering transformative growth through innovative commercial strategies and brand repositioning.

Currently serving as Senior Vice President of Sales & Marketing for UMHL (UMusic Hospitality & Lifestyle), in partnership with Universal Music Group, Oscar is the chief architect behind the global rollout of UMusic Hotels, a new collection of immersive, music-inspired properties. UMHL goes beyond traditional hospitality, evolving into a broader lifestyle platform that integrates with hospitality: retail, entertainment spaces, and branded residences to create new revenue streams and amplify brand reach. He leads all branding, distribution, marketing, and sales efforts, overseeing multimillion-dollar budgets, global partnerships, and a cross-disciplinary executive team tasked with bringing this innovative hospitality and lifestyle concept to market.

Throughout his career, Oscar has built a reputation as a results-driven leader with expertise spanning rebranding and repositioning, digital marketing, revenue management, CRM optimization, partnerships, and strategic sales planning. He is known for aligning diverse teams around a unified vision, identifying untapped market opportunities, and creating compelling go-to-market strategies that elevate brand presence and drive sustainable growth.

With experience in both established and emerging markets, Oscar applies data insights and strategic execution to improve customer experience, build lasting partnerships, and drive brand growth worldwide.