Meet Our Sales Team
Discover Puerto Rico can help you plan your next meeting from start to finish! Meet our talented and experienced team who are happy to help answer any questions you may have.
If you're not sure who to reach out to, please reach out to us here!
Sales Leadership
Ed Carey
Chief Sales Officer
Ed Carey is an industry veteran with more than 25 years of hotel sales and marketing experience. He holds a Bachelor of Arts in Psychology from Ithaca College. His professional experience includes leading the Sales teams for El San Juan Hotel, El Conquistador Resort and Las Casitas Village. Before joining Discover Puerto Rico, he also led the sales teams for LXR Luxury Resorts & Hotels and the Boca Raton Resort & Club. Ed is an established and respected leader in the hospitality industry with a proven track record of creating awareness through targeted sales campaigns in both the domestic and international meetings and conventions and leisure travel markets.
Kim DaRoja
Vice President of Sales
Kim DaRoja has over 25+ years of sales and marketing experience and is a respected industry leader who is recognized for developing high-performance sales teams who consistently deliver impressive results. Kim has held a variety of roles throughout her successful career including senior sales executive, director of sales and senior director of marketing positions, which eventually led to oversight of new resort start-ups with Marriott International. Prior to joining Discover Puerto Rico, Kim was director of group sales with the Myrtle Beach Area Chamber of Commerce; Convention; Visitors Bureau where she led her team to achieve a record-breaking 32% increase in definite room night sales production.
Meeting and Convention Sales
Beth Bushman
National Sales Director
Mid-Atlantic & ConferenceDirect Mid-Atlantic
Before joining Discover Puerto Rico, Beth spent five years representing Loews Hotels and Loews Coronado Bay Hotel & Resort in San Diego as national sales director. She was instrumental in maximizing revenue opportunities and driving business into a premium Loews property. Beth began her hospitality career representing first and second-tier DMO’s to include Los Angeles, Orlando, Long Beach, Pasadena & Jacksonville, FL, regional-based in Washington, DC. She was responsible for representing and actively promoting her destination, generating qualified group leads, and definite bookings. Beth grew up in Northern Virginia, spent time in Seattle, Washington working in hotels before moving back east and joining the Los Angeles Convention & Visitors Bureau. She enjoys spending time with her family and friends, fitness, travel, and cheering on the Washington Capitals!
Carolyn Blake
National Sales Director
Midwest & Prestige Global
With 25 years of sales success in the association and corporate marketplace, Carolyn brings a wealth of experience to the team. Prior to joining Discover Puerto Rico, Carolyn spent the past 10 years representing the Boca Raton Resort & Club, A Waldorf Astoria Resort, as the director of national accounts. She was instrumental in maximizing revenue opportunities and driving business into need dates at one of Hilton’s flagship hotels. Before her role at Boca, Carolyn worked for iconic resorts such as the Biltmore Hotel in Coral Gables, FL and remote for the St. Regis in Aspen CO.
Joyce Méndez
National Sales Director
Southeast, International & Teneo Hospitality Group
Joyce Méndez, based in Orlando FL and originally from the island, has 20+ years of experience in the tourism and hospitality industry in the areas of group sales, catering and convention services. Throughout her career, she has been part of brands such as Sheraton Puerto Rico Hotel & Casino, Ritz-Carlton San Juan and Meet Puerto Rico. Joyce is well respected in the industry for her abilities to promote Puerto Rico to MICE buyers, meeting planners and trade show managers as a destination for conventions, meetings and conferences.
Mikki Reitano Walls
National Sales Director
West, Southwest, AK, HI & HPN Global Sales
Mikki Walls comes to Puerto Rico by way of South Carolina, where she is based. Originally from Memphis, where she spent many years in the hotel industry, and eventually joining the Memphis Convention in Visitors Bureau as national sales manager for 12 years. Most recently, she was with the Myrtle Beach Area CVB for 4 years before joining Discover Puerto Rico. Mikki attended Memphis State University and has been serving the industry she loves for over 30 years.
Yolanda González
National Sales Director
New England, Canada, ConferenceDirect & FICP
Yolanda González is based in Boston, MA. Originally from the island, she comes to Discover Puerto Rico with 25+ years of experience in the hospitality world that include hotel and destination management services. Additionally, she has lived and worked in New York, Florida and California producing events with meeting planners from all market segments. Dedicated to her family and hobby of running long distances, she achieves work like balance by remaining focused on her goals and her love for people.
Fred Edson
Director of Incentive Sales
Incentive Market
Fred Edson is responsible for developing the incentive market for Puerto Rico. Edson combines his experience representing resorts in Puerto Rico and other Caribbean destinations with his extensive background in the incentive meetings industry. Edson is highly engaged within the incentive meetings industry as a destination liaison and regularly communicates Puerto Rico's enhancements to all key stakeholders in the sector. As Puerto Rico evolves into one of the most exciting incentive meeting destinations in this hemisphere, it is of utmost importance to him to collaborate with his clients daily and provide an enhanced level of service that is unmatched.
Carlos Deliz, STS
Senior Sales Manager
Sports, Arts & Entertainment
Carlos Deliz has 15+ years of experience in the hospitality industry and holds a bachelor’s degree in Hotel & Restaurant Management from the University of Puerto Rico. As the Sports Sales Manager for Discover Puerto Rico, Carlos oversees the Sports Tourism market specializing in sports events and group management services. A former collegiate and semi-pro baseball player, he started his career in Old San Juan where he worked at El Convento Hotel and is a certified bartender & croupier. Having also worked for Norwegian Cruise Lines in Hawaii, currently sits on the Puerto Rico Sports Tourism Council and earned his Sports Tourism Strategist (STS) designation form the Sports Events & Tourism Association
Doris Ortiz
Sales Manager
Doris Michelle Ortiz is a passionate ambassador for Puerto Rico, with 10+ years in the tourism & hospitality business working in marketing, concierge, destination management, and sales. Holding a bachelor's degree in administrative assistant & secretarial science from the University of Puerto Rico, she has worked with Worldwide Hotel Brands like Westin, Melia, a 5-star hotel, and a Destination Marketing Company specializing in Groups and Events. These experiences have built her knowledge, love, skills, and passion as a professional to present the wonders of our Island to clients, stakeholders, and future travelers to our beautiful Island!
Ingrid Figueroa
Sales Administration Manager
Ingrid Figueroa graduated from the University of Puerto Rico with a bachelor’s degree in Hotel and Restaurant Management and earned a master’s degree in International Business from Hult International Business School in Boston. She has served in a variety of roles in the hospitality industry including restaurants, concierge, casinos, and front desk. Ingrid was part of world- known hotels like San Juan Marriott Resort and the W Dubai Hotel in Dubai, where she served as guest services supervisor. Ingrid later returned to Puerto Rico and joined the opening team of the AC Marriott San Juan as assistant front office manager.
Linette Luna
Sales Office Manager
Linette is a professional with diverse expertise spanning executive administration, human resources, and sales management. With 20+ years of experience, Linette has consistently delivered exceptional support to senior leadership, driving operational excellence across multiple departments. She holds a B.A. in Business Administration from Universidad del Sagrado Corazón, complemented by certifications including CHRMP (Certified Human Resource Management Professional) and a Certificate in Women’s Entrepreneurship from Cornell University. Passionate about shaping the tourism industry, Linette has also distinguished herself as an Airbnb Superhost, embodying a commitment to hospitality and customer satisfaction. Born in Nicaragua and raised in Virginia, Linette has called Puerto Rico home since 2006, adding a rich cultural perspective to her professional endeavors.
Zoraida Rivera
CRM Manager
After earning her Bachelor's degree in Communications, specializing in Advertising and Public relations, from the University of Puerto Rico, Zoraida Rivera embarked on her journey in the hospitality industry in 2012 and has proudly remained an integral part of it ever since. Throughout her career, she has seamlessly transitioned through various departments within hotels, including Front Office, Reservations, Catering, Revenue, and Sales, assuming diverse roles that have honed her expertise. Her professional trajectory also led her to the Booking.com San Juan office, where she served as an Account Manager, overseeing multiple Caribbean islands. Driven by her deep-rooted love and passion for her homeland, Puerto Rico, Zoraida continues to make significant contributions to the tourism sector as the CRM Manager at Discover Puerto Rico.
Max Maldonado
Sales Coordinator
Max Maldonado is an experienced leader and has over 15+ years of experience in Hospitality and Tourism areas such as Guest Services, Group Transportation Logistics, Events, and Conventions Productions. Possess a bachelor’s degree in hospitality management and a minor degree in food and beverage management. Has worked for international brands like Hilton, Starwood, Marriott, Trump Hotels, and volunteers for the Puerto Rico Hotel and Tourism Association. He advocates for Mental Health, Diversity, Equity, and Inclusion & supports entrepreneur start-ups.
Leisure Sales
Francisco Blanch
Director of Leisure Sales
Originally from Venezuela, Francisco Blanch grew up in Caracas, where he graduated from high school. After a brief time in Daytona Beach, where he learned English and Aviation, he returned to Caracas to attend law school while teaching English and Spanish at a well-known international language academy. Shortly before ending law school, he joined the Melia organization, where he developed a large offer of travel products in all confines of the country. Promoted to head the Commercial Department at the affiliate offices in Florida, New York, and Los Angeles, Francisco moved permanently to Miami. When Melia dissolved the Travel Division, he continued working for several Receptive Tour Operators until joining Wyndham Hotels as Director of Latin America Sales, at a time when Wyndham managed five iconic Puerto Rico properties. Later joined Starwood, Hilton, Marriott in managed and franchised hotels, including La Concha in Condado, and independent brands participating in the opening of iconic resorts such as the Fontainebleau Miami Beach and Margaritaville Hollywood Beach Resort.
Francisco is an avid storyteller with a great sense of humor, passionate for history and aviation, and a proud dad of four successful children. He is pleased to join Discover Puerto Rico as Director of Leisure Sales, eager to represent our fantastic destination where he has lived, has many friends, and has been serving several times in his career.
Johanna González
Leisure Sales Manager
A 24-year veteran in the travel industry, Johanna González brings her sales expertise and passion for hospitality to her position as Leisure Sales Manager with Discover Puerto Rico. Throughout her career, Johanna has worked in various hospitality roles for Serafina Beach Hotel, The Ritz-Carlton, San Juan, and El San Juan Hotel & Casino. With her strong experience within the luxury travel segment, she built and strengthened liaisons with existing and new customers to maximize revenues while ensuring client and guest satisfaction, developed market initiatives to impact the leisure travel segment, and cultivated solid business relationships, which she continues to foster with her clients. Johanna is a Puerto Rico native, beach lover, and cooking enthusiast.
Destination Experiences
Vanessa Figueroa
Destination Experience Director
Vanessa Figueroa holds a bachelor's degree in Business Administration with a minor in Marketing from the Interamerican University in Puerto Rico. She has 20+ years of experience in the hospitality industry including the areas of sales, event coordination, food and beverage, marketing, and customer service. Her career includes a variety of roles including club activities manager, director of meetings & special events, membership director and director of meetings and special events with brands such as Bahía Beach & Golf Club, Saks Fifth Avenue and Ritz- Carlton in San Juan, Dorado Beach Reserve, and Hotel Arts in Barcelona, Spain.
Patricia Villalí
Destination Experience Manager
Patricia Villalí has 20+ years of experience in the hospitality and tourism industry, and she holds a bachelor's degree in Hotel & Restaurant Management from the University of Puerto Rico. Her areas of expertise include Catering Sales, Site Inspections, and Event & Conference Services. Patricia's previous experience consists of the Hollywood Roosevelt Hotel in Los Angeles, California, and El Conquistador Resort in Puerto Rico. Before joining Discover Puerto Rico, Patricia served as a Destination Sales Support Manager at Meet Puerto Rico.
Yarimar Vassallo
Destination Experience Manager
Yarimar, born and raised in Puerto Rico, has worked in the hospitality industry for over ten years. With a bachelor’s degree in communications and a deep love for service, she found the perfect field in hospitality. Her passion and pride for the Island make her a committed ambassador to Puerto Rico. She has worked in several areas such as media, architectural design, a Five-star resort, and her other passion as a yoga instructor. All those opportunities built the knowledge and skills to perform as a destination experience manager for Discover Puerto Rico, serving the Island’s tourism industry and showcasing our wonders with love, pride, and gratitude!
