Zadún, a Ritz-Carlton Reserve, Adds New Commercial Leaders
Three new hires bring fresh perspective to one of Mexico’s most distinctive luxury resorts.
Photo: Courtesy of Ritz-Carlton
Zadún has tapped three new leaders to shape the resort’s next phase, bringing fresh perspectives to one of Mexico’s most coveted luxury properties.
Stepping into the top commercial role is Alejandra Esquivel, now director of sales and marketing. Esquivel isn’t new to the Reserve—she previously oversaw sales across luxury leisure, groups, and international markets, and earned Ritz-Carlton’s Five-Star Leader recognition in 2024. Her earlier career included key roles at the St. Regis Mexico City and several Marriott properties in Costa Rica. “Zadún represents an entirely different level of service philosophy,” she said. “The Reserve lens unlocks creative storytelling that is unlike anything else in Mexico.”
Joining her is Jimena Fernández, the new director of marketing and communications. “Zadún is a stunning canvas for meaningful storytelling,” Fernández said. “I’m excited to contribute fresh perspective and help shape its next chapter.” Fernández has spent more than two decades launching and elevating luxury hotels across Mexico, including high-profile openings for Hilton Cancun and Waldorf Astoria Riviera Maya. At Waldorf Astoria, she won multiple company awards, including a Haute Grandeur honor for Best Director of Marketing in North America.
Rounding out the team is Mariana Frade de la Torre, the resort’s new director of revenue management. Her experience spans both airlines and hospitality, most recently serving as senior revenue manager for Marriott CALA Shared Services, where she handled a diverse luxury and lifestyle portfolio. She was named a Rising Star in revenue management in 2024.
Taken together, the appointments point to a resort sharpening its identity rather than reinventing it. Zadún already leans heavily into its Baja Sur roots—from its duneside design to its Sensei-led wellness offering—and this new leadership bench shows a commitment to amplifying what makes a Reserve different at a time when Los Cabos’ luxury landscape is only getting more competitive.
