Cynthia Santos

I’d say my success comes from how much I’ve been able to grow in a relatively short amount of time, especially coming from a background with no experience in marketing. I started out in food and beverage, and at the time, that was all I really knew while still working toward my degree.

A big part of it is the people who supported me along the way. I’ve had strong mentors, directors, and a general manager who has seen my growth from early on and continued to support and believe in me. That kind of guidance made a huge difference.

I also think a lot of it comes from being open to learning, taking initiative, and stepping into opportunities even when I didn’t feel fully ready. Looking back now, I realize how much I’ve grown without even noticing it at the time and seeing that progress is something I’m really proud of.

I would say don’t feel like you need to have everything figured out right away. Hospitality has so many different paths, and it’s okay if it takes time to find what you actually enjoy and want to pursue.

Be open to learning and take every opportunity you can, even if it’s not exactly what you pictured for yourself. A lot of growth comes from experiences you don’t expect.

I also think it’s really important to speak up, trust yourself, and be confident in your ideas. You don’t need to wait until you feel 100% ready to step into something new.

And most importantly, surround yourself with people who support you and want to see you grow. Having the right mentors and team around you makes a huge difference.

The biggest challenge right now is how fast everything is changing, especially with technology and guest expectations. Marketing in hospitality isn’t just about posting content anymore, it’s about personalization, data, and being able to reach guests across multiple channels in a way that feels seamless. Guests expect experiences tailored to them, not something generic, which makes it more complex but also more interesting.

Another challenge is how competitive the space has become. Social media, especially platforms like TikTok, is now directly influencing bookings, so there’s a lot of pressure to stay relevant, create content that actually converts, and stand out in a saturated market.

At the same time, I see a big opportunity in that. There’s a lot of room to be creative and build a strong brand presence, especially through social media and experiences. Hotels are no longer just selling rooms, they’re selling a full experience, whether that’s through events, F&B, or partnerships, and that’s something I really enjoy being part of.

I also think another opportunity is how much data and tools we now have access to. If you know how to use them, you can be really strategic in how you market and who you target, which makes a huge difference in results. Overall, it’s a fast-paced space, but that’s what makes it exciting and full of potential.

I think two of the most important values to me are creativity and always wanting to learn.

Creativity is a big part of what I enjoy, especially in my role. I like being able to bring new ideas to life, whether it’s through social media, campaigns, or overall brand presence. It keeps things exciting and allows me to think outside the box.

I also really value learning and continuously improving. I didn’t come from a traditional marketing background, so a lot of what I know has come from hands-on experience, mentorship, and being open to figuring things out. That mindset has helped me grow into my role and feel more confident in what I do.

Along with that, I value accountability and having a strong work ethic. I take ownership of my work, and I care about doing things right. And overall, I really value the people around me. Having supportive mentors and a strong team has made a huge difference for me, both professionally and personally.