Carlos Sánchez Caballero

Carlos Sánchez Caballero

Director of Sales and Marketing at AR Upscale Projects S.L.
Lives in Barcelona, Spain

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About me

Talent in sales, marketing on/offline, PR and communication for events. Empathetic spirit and practical turn. Organized person with analytical and critical appraisal. Responsible, demanding, proactive and motivated to face new challenges. Ability to think creatively. Believe in innovation, continuing education and helping others. I'm proficient in Hotel Sales Management, Events Management, Sponsorship, Fundraising, Coaching, Fashion and languages (English, French, Catalan, Spanish).


25 years and 11 months

  • Director of Sales and Marketing

    AR Upscale Projects S.L. - Valencia, Spain

    Sales & Marketing
    November 2016 - Now · 3 years and 2 months

    In charge of overall International Business Development (Sales), Corporate Communications, Product Positioning and Branding, Creative Team Leadership, Web & Print Content Development, Focus Group & Market Research, Public & Media Relations of the fashion company by balancing innovation and profitability. Streamlined Marketing Strategies and Campaigns which improved sales for Ready Couture dresses internationally by 60%. Produced and directed over 5 fashion shows, 4 showrooms, 2 master classes in Spain and Qatar within one year which earned €100,000 Managed annual budgets of over €500,000 and a team of 3.

  • Business Development Director/Senior Project Leader

    Self employed - Barcelona, Spain

    Sales & Marketing
    September 2009 - October 2016 · 7 years and 2 months

    Business developer & Events organizer within EMEA. Sponsor & Branding management for events, venues, destinations Sales, contract negotiations and yield management for convention centers, hotels, events agencies. Managing Marketing Plan budgets from €100,000 to €3M Protocol relationship, wrote catalogs, brochures, projects, press releases and presentations for all type of stakeholders (media, customers, suppliers, owners, employees). Marketing and communication campaigns on/offline, myself or supervising supplier agency. Team builder, coaching, and leadership from 2 to 30.

  • Director of Sales and Marketing

    IHG - InterContinental Hotels Group - Barcelona, Spain

    Sales & Marketing
    September 2000 - August 2009 · 9 years

    In charge of the overall sales & marketing direction of the hotels in Barcelona, Spain and Cancun, Mexico by balancing innovation and profitability of €2M with a team from 5 to 12. Produced media kit that demonstrated key marketing analytics and demographics for use in sales presentations. Efforts were credited as instrumental in closing numerous high-level deals. Leveraged strengths in cost-effective marketing management and vendor negotiations to end each year an average of 15% under budget. Wrote catalogs, course guides and training brochures that enhanced the sales reps’ understanding of complex product features and helped them sell more effectively. Performed ongoing customer/market research and demographic profiling to identify and capitalize on an unmet market need ahead of the curve.

  • Reservations Supervisor/Marketing/Yield Manager

    The Ritz-Carlton Hotel Company, L.L.C. - Barcelona, Spain

    Sales & Marketing
    January 1994 - July 2000 · 6 years and 7 months

    Coordinated with various departments to ensure the success of the hotel openings, sales and customer service in the luxury hospitality chain at Hotel Arts Barcelona,Spain and Global Sales Office London, UK Served marketing as primary contact on advertising campaigns new services and product launches. Assumed a lead role in pitch team meetings, and helped close major accounts (€500K to €1M+ initial contracts). Generated yield management response-rates of between 6% and 8% (up to 4 times the hotel industry average). Worked as a reservations agent having the top record in selling suites for 2 years.


  • Certificate in Sponsorship

    EADA Business School - Barcelona, Spain

    March 2011 - June 2011

    Masterclass in sponsorship Learning different technics, negotiations with different stakeholders, do a Sponsorship contract, models. Present a project of the sponsorship program to the audience

  • Certificate in Marketing

    Universitat Oberta de Catalunya - Barcelona, Spain

    September 1998 - September 1999

    Knowledge of Marketing and business plan SWOT Analysis Canvas Analysis Communications and Media Planning

  • Diploma in Toruism

    CETT-UB Tourism / Hospitality / Gastronomy - Educational & Research - Barcelona, Spain

    September 1992 - September 1996

    Specialize in Hotel Management


6 languages

  • Catalan

    Native or fluent

  • English

    Native or fluent

  • Spanish

    Native or fluent

  • French

    Professional working

  • Italian

    Limited working

  • Portuguese


Personal information


  • Spanish

Work Permits

  • European Union

Date of birth

March 17th 1973

Driving License



19 skills

  • community manager
  • Digital communication
  • E-marketing
  • Excellent guest relation
  • Excellent social skills
  • fundraiser
  • Great communicator
  • Handle complain guest
  • Healthy lifestyle
  • Hosting events
  • hotel sales
  • marketing and sales
  • Private events
  • revenue growth
  • Special events
  • Strong negotiation skills
  • Sustainable tourism
  • Telephone sales skills
  • Web marketing

Additional Information

1 information shared


    (1985) Best writer |Award Sant Jordi Maresme
    (1993) Best Customer Satisfaction | Eurodisney
    (1995) Quality Manager | Malcolm Baldrige Quality Award for Hotel Arts Barcelona
    (1996-2000) Top suite and rooms seller |Hotel Arts & The Ritz-Carlton GSO London
    (2006) Top MICE DOS | InterContinental Hotels
    (2012) Actor|Award best theatre company at Manacor Festival, Majorca

    Fundraiser | Save the Children, Stop Aids, Pheipas, Cancer (AECC), MSF, UNICEF, Concerts4Good

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