About Us


MISSION

Bring prosperity to Puerto Rico by collaboratively positioning our diverse and unique island as a premier destination for leisure, business and events.

VISION

Become a transformational, results-oriented and innovative Destination Marketing Organization, powering sustainable economic growth.

Our Journey

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2019 - June

Hosted Industry Update

Launched Video Series Featuring Lin-Manuel Miranda

Held First Ever LGBTQ Roundtable

Discover Puerto Rico Participates in The National Puerto Rican Day Parade’s Gala and Banquet

Medical Tourism Roundtable

2019 - May

Phase III of Hiring Completed

Launched Travel Agent Perception Research

Roberto Vigoreaux Recognized by Destinations International as “30 Under 30” Top DMO Professionals (Note: two other Discover Puerto Rico team members have previously been recognized by 30 Under 30)

Promoted at One Sales Mission

Brad Dean receives 2019 Destination Organization Leadership Award by Destinations International

2019 - April

First Discover Puerto Rico Brand Advertising Campaign Launched

Published Content on DiscoverPuertoRico.com for Points of Interest in Each of 78 Municipalities, Desecheo, and Caja de Muertos

Rebranded and Launched Travel Agent Education Program

Launched Targeted Sales Road Shows in Key U.S. Cities

Discover Puerto Rico Invited to Participate in National Diversity and Inclusion Consortium

Promoted at Three Trade Shows and Sales Missions

2019 - March

Brand Campaign Produced

Discover Puerto Rico’s “Cover the Progress” Campaign Wins Best Campaign in Crisis by PR Week Awards

Campaign Research Initiated

Developed Leisure Sales & Marketing Strategy

Hosted Four Google and DiscoverPuertoRico.com Industry Workshops Throughout the Island

Held TripAdvisor Workshop

Launched Office Location RFP

Ad Recall and Brand Health Tracking RFP Initiated

Promoted at Three Trade Shows and Sales Missions

2019 - February

Hosted Second Strategic Advisory Board Meeting

Brad Campaign Tested with Consumers

Launched the All New DiscoverPuertoRico.com

“Have We Met Yet?” Brand Campaign Films Around the Island

Discover Puerto Rico Multimedia Team Produces Shoot During PGA Puerto Rico Open Golf Open Tournament with Five Golf Influencers

Five Regional Roundtables Completed

Business Intelligence Platform Established

Promoted at One Tradeshow

2019 - January

Brand Campaign Concept Developed

Jimmy Fallon Co-produces Jimmy Fallon Desde Puerto Rico in Partnership with Discover Puerto Rico

Discover Puerto Rico Produces First-Ever LGBTQ Photo Shoot to Promote the Island’s Inclusivity

Puerto Rico Named No. 1 Place to Visit by The New York Times in 2019

Three Diaspora Roundtables Completed in Orlando, Miami, New York

Implemented Hotel Site Inspections with Real-Time Feedback

Team Member Performance Evaluation and Goal Setting Established

Promoted at Seven Trade Shows and Sales Missions

2018 - December

Brand Identity Tested with Consumers

Public Relations RFP Launched

Developed and Implemented Strategic MICE Partnerships

Internal Efficiency Technology Launched

Promoted at Four Trade Shows and Sales Missions

2018 - November

Hosted Industry Update

Brand Identity Developed

Discover Puerto Rico Produces Virtual Reality Film for Sales Promotion

Discover Puerto Rico Produces First TV Spot for Holiday Campaign

Reached CTR of .36%, Compared to Benchmark of .08-.10%

Reached Average ROI of $60.60 for Every $1 Invested, an 88.1% Increase in Room Nights Generated (Source: Expedia)

Discover Puerto Rico Invited to Present #CoverTheProgress at Global City Nation Place Annual Conference

Site Experience Agenda Created

Promoted at Three Trade Shows and Sales Mission

2018 - October

Brand Positioning Finalized

Finalized Co-operative Holiday Campaign with NYC and Co. (New York City DMO)

Multimedia Team Travels Island for Photography/Video Assets (78 Municipalities)

Reached 400% Improvement in Previous CTR Performance Three Weeks into Our Campaign After Transitioning Program to DMO* (Source: TripAdvisor)

BuzzFeed Bring Me! FAM Trip

Implemented Procurement Policies and Procedures to Manage Public Funds with Efficiency, Transparency and Accountability.

Two Industry Roundtables Completed

Promoted at Six Trade Shows and Sales Missions

Introduced a New Trade Show Booth and Strategy at IMEX America

2018 - September

Creative Agency RFP Executed

Digital Agency RFP Executed

Launched PuertoRicoDMO.com

Launched Winter Campaign Microsite

Hosted Six Media/Influencer Familiarization (FAM) Trips

Market Selection & Targeting Initiated

Evaluated Destination Support Services at Three U.S. DMOs to Institute Best Practices

Formalized Marketing Partnership with Brand USA

Crisis and Contingency Communications Plan Finalized

Phase II Hiring Completed

Promoted at Two Trade Shows and Sales Missions

2018 - August

First Strategic Advisory Board Meeting

Hosted First Industry Update Meeting (to inform industry partners)

Web Analysis Research Completed

Three Industry Roundtables Completed

Social Media Management Brought In-house

#CoverTheProgress Campaign Launched

Launched a Comprehensive MICE Media Plan

Promoted at Seven Trade Shows

Google Content Program Launched

2018 - July

Discover Puerto Rico Office Opens with 27 Staff

Becomes Member of Destinations International, U.S. Travel Association and Global Partner with Brand USA

Recruiting and Onboarding to Grow Staff

Transition Responsibilities for Q3 Advertising Campaign to Discover Puerto Rico (from Meet Puerto Rico and Puerto Rico Tourism Company)

Brand Heath Evaluation

Traveler Spending Analysis Research Conducted

Meetings & Conventions Analysis Research Conducted

Transitioned All Social Media Platforms to Discover Puerto Rico

2018 - June

Puerto Rico DMO Officially Named Discover Puerto Rico

Phase I Hiring Completed

2018 - May

Phase 1 Hiring:

Leah Chandler, CMO

Alma Pedrosa, CFO

Ed Carey, CSO

2018 - April

2018-2019 budget developed

Organizational design begins

Roles and responsibilities defined

Competencies Plan established

Talent screening, interview and hiring process begins

PRDMO’s Strategic Organizational Plan established

2018 - March

Brad Dean Appointment as CEO

2017- August

Board Convened

2017 - March

Act 17 Passed

OUR TEAM /

Executive Office

  • Brad Dean
    Brad DeanChief Executive Officer
  • Jennyfer Ferrer
    Jennyfer FerrerExecutive Assistant
  • Karen Mojica
    Karen MojicaDirector of Engagement
  • Michelle DeLeo
    Michelle DeLeoExecutive Project Coordinator

Finance & Administration

  • Alma Pedrosa
    Alma PedrosaChief Financial Officer
  • Claribel Muriel
    Claribel MurielTalent Management Director
  • Jafet Ramírez
    Jafet RamírezIT Manager
  • Keren Cordero
    Keren CorderoAccounting Manager
  • Laura Avilés
    Laura AvilésOffice Coordinator
  • Mildred Morales
    Mildred MoralesAccountant

Communications

  • Davelyn Tardi
    Davelyn TardiCommunications and Media Relations Coordinator
  • Xiomara Rodríguez
    Xiomara RodríguezPublicity & Industry Communications Director

Sales & Destination Support Services

  • Beth Bushman
    Beth BushmanNational Sales Director
  • Carlos Deliz
    Carlos DelizRegional Sales Manager
  • Caroll López
    Caroll LópezSales Coordinator
  • Doris Ortiz
    Doris OrtizDestination Support Services Coordinator
  • Ed Carey
    Ed CareyChief Sales Officer
  • Fred Edson
    Fred EdsonDirector of Incentive Sales
  • Ingrid Figueroa
    Ingrid FigueroaSales Coordinator
  • Iraliz Otero
    Iraliz OteroDestination Support Services Coordinator
  • Joyce Méndez
    Joyce MéndezNational Sales Director
  • Kim DaRoja
    Kim DaRojaVice President of Sales
  • Mary Ann Dávila
    Mary Ann DávilaSales Project Coordinator
  • Mikki Reitano Walls
    Mikki Reitano WallsNational Sales Director
  • Patricia Villalí
    Patricia VillalíSite Services Manager
  • Rita López
    Rita LópezNational Sales Director
  • Roberto Vigoreaux
    Roberto VigoreauxCRM Coordinator
  • Vanessa Figueroa
    Vanessa FigueroaDestination Support Services Director
  • Vanessa Valedón
    Vanessa ValedónSite Services Manager
  • Verónica Sostre
    Verónica SostreSales Coordinator
  • Yarimar Vassallo
    Yarimar VassalloSite Services Manager
  • Yolanda González
    Yolanda GonzálezNational Sales Director

Marketing

  • Alisha Valentine
    Alisha ValentineResearch & Analytics Director
  • Astrid Emmanuelli
    Astrid EmmanuelliSocial Media Coordinator
  • Coralis Rivera
    Coralis RiveraDigital Marketing Coordinator
  • Dalissa Zeda
    Dalissa ZedaWeb Content Manager
  • Darlien Morales
    Darlien MoralesAssociate Content Producer
  • Deborah Cohen
    Deborah CohenDirector of Meetings and Conventions Marketing
  • Gabriela Arroyo
    Gabriela ArroyoGraphic Designer
  • Glorianna Yamin
    Glorianna YaminMarketing Project Coordinator
  • Janid Ortiz
    Janid OrtizDirector of Partnership Marketing
  • Jean Paul Polo
    Jean Paul PoloDirector of Creative Strategy
  • José Arana
    José AranaMarketing and Special Events Manager
  • Karinna Sostre
    Karinna SostreWeb Content Coordinator
  • Leah Chandler
    Leah ChandlerChief Marketing Officer
  • Liz Mabe
    Liz MabeDigital Marketing Director
  • Manuel Pimentel
    Manuel PimentelMultimedia Coordinator
  • Michelle Vilas
    Michelle VilasMarketing Manager
  • Nelmeraris Baretti
    Nelmeraris BarettiGroup Marketing Coordinator
  • Patricia Camacho
    Patricia CamachoSocial Media Senior Manager