Head of Marketing & Sales | Land Operations+

Selection process developed by matteria

Location and Work Mode

On-site. La Paz, Baja California Sur - México.

Who we are

Innovaciones Alumbra (iAlumbra) is an ecosystem of organizations committed to demonstrating and catalyzing economic models that restore nature, honor community, and promote prosperity. With a focus in Baja California Sur, its work spans ocean, land, and place, advancing initiatives across interconnected impact themes and organizations—including philanthropy, investments, operating businesses, and applied research centers.

Our impact

iAlumbra advances regenerative development through interconnected levers:

• Sustainability & Economic Development: Promoting balance between communities, economy, and the environment through demonstrated models that can be codified, replicated, and scaled.

• Public Policy Advocacy: Advancing sustainable development policies in Baja California Sur and influencing broader regulatory and policy “guardrails” to enable and enforce new ways of operating.

• Strategic Partnerships: Collaborating with governments, organizations, investors, and local communities to align action across sectors.

• Communication & Positioning: Leading advocacy and sustainability communication strategies that elevate evidence, shift narratives, and influence decision-makers.

Purpose of the Position

Lead the commercial integration and growth of iAlumbra’s Land Operations+ ecosystem, connecting hospitality, regenerative tourism, ranch operations, outdoor adventure, restaurants, aviation, cultural assets, and community initiatives into a cohesive and profitable commercial strategy.

This is a portfolio growth role responsible for building demand, partnerships, pricing, sales channels, and revenue across multiple business units, transforming the ecosystem into authentic, sellable experiences rooted in Baja identity, nature immersion, and regenerative values .

Key Responsibilities

Strategic commercial integration

• Develop integrated commercial, marketing, and sales/business development strategies across multiple business units and experiences.

• Connect Rancho Cacachilas, El Triunfo hotel, restaurants, museums/cultural spaces, ranch workshops, trails, aviation experiences,

• culinary programming, and strategic partnerships into one coherent commercial ecosystem.

• Own commercial targets beyond rooms: sales pipeline, partnerships, pricing, packages, conversion, channel mix, and revenue accountability.

• Translate complex ecosystem narratives into concrete products, routes, sales channels, and revenue-generating experiences.

• Align revenue growth initiatives with regenerative, sustainability, and community-centered principles.

Product packaging, partnerships & revenue growth

• Design integrated tourism products and routes such as: El Triunfo hotel + restaurants + museums + Rancho Cacachilas day experiences + farm-to-table meals + workshops/events.

• Build commercial bundles across hotel, restaurant, museum, ranch, trails, culinary programming, events, workshops, aviation tours, and local partners.

• Develop and manage partnerships with DMCs, tour operators, local alliances, schools/universities, retreats, corporate teams, culinary travelers, outdoor brands, and community organizations.

• Define pricing logic, sales targets, channel mix, conversion goals, repeat-visitor strategy, and profitability assumptions for each experience or package.

• Strengthen direct sales, group sales, B2B/B2C relationships, and strategic alliances across local, national, and international segments.

Brand narrative & place-based positioning

• Build sophisticated storytelling frameworks connected to nature, culture, ranch life, conservation, food, water, community, and experiential hospitality.

• Translate regeneration into commercial value without reducing it to generic sustainability language.

• Position iAlumbra’s experiences for active travelers, groups, retreats, schools/universities, corporate teams, culinary travelers, cultural travelers, families, and high-value eco-conscious visitors seeking authenticity rather than conventional luxury.

• Strengthen positioning strategies across adventure tourism, outdoor hospitality, cultural tourism, regenerative hospitality, and impact-driven experiences

Field immersion, ecosystem coordination & execution

• Spend time in the field and learn the product by walking it: trails, ranch operations, kitchens, museums, local communities, small hotels, and small-town hospitality environments.

• Work cross-functionally with hospitality, restaurants, ranching, tourism, food production, aviation, cultural spaces, and impact teams.

• Coordinate marketing and sales efforts across internal stakeholders and external partners.

• Help institutionalize commercial capabilities, systems, processes, dashboards, and revenue targets across the ecosystem.

• Operate with a hands-on builder mindset in a dynamic environment where the model is still evolving.

Market development & audience strategy

• Identify strategic audiences aligned with adventure tourism, nature-based travel, cultural tourism, regenerative hospitality, and highvalue experiential travel.

• Develop positioning and revenue growth strategies targeting local, national, and internationally oriented markets.

• Build strategic relationships across hospitality, DMC/tour operator, outdoor recreation, culinary, cultural, educational, corporate, and community-based ecosystems .

Requirements and competences to work with us

Education

• Preferred academic backgrounds include: Marketing, Business Administration, Hospitality Management, Tourism Management, Commercial Strategy, Brand Strategy, Communications, Destination Management, or related fields connected to hospitality, adventure tourism, outdoor recreation, experiential travel, lifestyle brands, or commercial growth.

• A postgraduate degree (MBA, Hospitality, Marketing, Commercial Strategy, Sustainability, Tourism, or related fields) is considered a strong advantage but is not mandatory.

Experience

• +8-10 years of experience in marketing, commercial strategy, business development, hospitality, tourism, or revenue leadership roles.

• Proven experience owning commercial targets, sales pipeline, partnerships, pricing, packages, and P&L or budget accountability across more than one product, property, experience, or business unit.

• Demonstrated ability to build demand, launch packages, open or scale experiences/properties, create partnerships, sell groups, improve profitability, and develop direct sales channels.

• Experience integrating multiple business units, brands, experiences, hospitality assets, or visitor experiences under a unified commercial and marketing strategy.

• Background in adventure travel, ecotourism, outdoor hospitality, DMCs/tour operators, experiential travel, farm-to-table hospitality, cultural tourism, museums/visitor experiences, retreats, cycling/hiking/outdoor brands, eco-ranches, boutique hotels, rural destinations, or entrepreneurial multi-unit hospitality models.

• Ability to sell to multiple segments: active travelers, groups, retreats, schools/universities, corporate teams, culinary travelers, cultural travelers, families, and eco-conscious visitors looking for authenticity and high-quality service.

• Ability to operate effectively in dynamic, ambiguous, and evolving organizations, with high ownership and willingness to build from the ground up. Experience in sustainability, regenerative tourism, conservation, community-centered economic development, impact-driven organizations, or hybrid business models is highly valued.

Knowledge and Skills

• Fully bilingual: Spanish and English (written and spoken) for executive-level positioning, sales conversations, partnership development, and global ecosystem coordination.

Competencies

• Strategic & systems thinking: Connects multiple business units, experiences, audiences, channels, and stakeholders into integrated commercial strategies.

• Executive presence: Contributes strategic value and credibility with founders, senior leaders, operators, and cross-functional teams.

• Commercial acumen & results orientation: Drives revenue and profitability with a strong business mindset while honoring regenerative principles.

• Portfolio growth mindset: Thinks beyond room nights and can grow revenue across lodging, restaurants, museums, ranch activities, trails, events, workshops, aviation experiences, and partnerships.

• Product packaging & partnership building: Designs sellable experiences, routes, commercial bundles, and strategic alliances across multiple audience segments.

• Field immersion & operational adaptability: Is comfortable working on-site in La Paz, El Triunfo, and Rancho Cacachilas, learning the product directly in the field.

• Comfort with ambiguity and complexity: Operates effectively in dynamic, evolving, and multidisciplinary environments.

• Collaborative leadership: Builds alignment and trust across diverse teams through influence, empathy, humility, and clear communication.

• Storytelling & narrative capability: Translates complex ecosystems, territory, culture, water, ranch life, food, conservation, and impact into compelling commercial narratives.

• Premium service without luxury dependency: Can deliver high-quality service and high-value experiences without relying on conventional ultra-luxury brand standards, amenities, or global guidelines.

• Territory immersion & authenticity: Deeply understands and authentically communicates the local territory, communities, and Baja California Sur identity.

Our team profile

iAlumbra values collaborative, humble, hands-on, and purpose-driven leaders capable of operating in complex and evolving systems. The organization prioritizes long-term thinking, systems thinking, community-centered approaches, and evidence-based decision-making, while balancing genuine impact with commercial viability.

Key cultural traits:

• Humility & service orientation

• Comfort with complexity and ambiguity

• Long-term systems thinking

• Collaborative leadership

• Genuine passion for regeneration and profitability (eyes that light up for impact combined with execution rigor)

• High ownership and entrepreneurial mindset

• Operational grit, curiosity, and adaptability

• Authentic interest in nature, ranch life, outdoor activities, food, culture, and place-based experiences

• Willingness to learn the product directly in the field

Key interests for working with us

This role is best suited for someone motivated by storytelling, commercial growth, nature, adventure, hospitality, and purpose-driven experiences. Someone genuinely passionate about building brands, partnerships, and revenue strategies connected to territory, community, sustainability, regenerative tourism, culture, food, and outdoor immersion.

Relevant areas of interest include:

• Adventure and nature-based tourism

• Regenerative and experiential hospitality

• Outdoor recreation, trails, hiking, mountain biking, and ranch-based experiences

• Farm-to-table, culinary tourism, and local food systems

• Cultural tourism, museums, visitor experiences, and destination storytelling

• Community-centered economic development

• Environmental regeneration, conservation, land, and watershed work

• Hospitality and lifestyle experiences with high-quality service and authenticity

Reasons to join our team

• A strategic leadership role within a unique and highly innovative ecosystem.

• Opportunity to build and professionalize commercial capabilities, packages, partnerships, and revenue systems from the ground up.

• Close collaboration with senior leadership, founders, operators, and cross-functional impact teams.

• Exposure to ranching, trails, outdoor adventure, hospitality, restaurants, museums, aviation, conservation, food production, tourism, and sustainability initiatives.

• Space for innovation, creativity, product design, and long-term strategic development.

• Participation in a pioneering model of regenerative development, conscious tourism, and place-based economic activation in Baja California Sur.

Relevant details before applying for this vacancy

• This position requires full-time on-site presence in La Paz, Baja California Sur.

• The role requires recurring field immersion in El Triunfo, Rancho Cacachilas, restaurants, museums, trails, ranch operations, and community-based environments.

• The role will interact constantly with multiple business units and stakeholders across the ecosystem.

• The environment is highly dynamic and continuously evolving.

• High adaptability, flexibility, ownership, and comfort with ambiguity are essential.

• The role combines strategic vision with operational execution, field learning, and hands-on commercial activation.

• Candidates should feel genuinely aligned with the mission, values, culture, and territorial identity of the organization.

• This is not a conventional hotel DOSM role; candidates must be able to build demand and revenue across a mixed portfolio of experiences, not only optimize room nights.