San José del Cabo (November 20, 2025) — Zadún, a Ritz-Carlton Reserve – one of just nine Ritz-Carlton Reserves in the world – has announced three key appointments to its Commercial leadership team, reinforcing the property’s ongoing commitment to elevated guest connection across all channels.
Alejandra Esquivel, Director of Sales & Marketing
Esquivel previously served as Director of Sales for Zadún, where she played a critical role in driving results across luxury leisure, groups, and international markets, earning her Ritz-Carlton’s Five-Star Leader recognition in Q2 2024. Prior to joining Zadún, she rose through the sales ranks at The St. Regis Mexico City where she served as Senior Leisure Sales Manager and then Corporate Sales Manager, as well as holding commercial roles across multiple Marriott-branded properties in Costa Rica.
“This is a deeply meaningful milestone in my career,” said Esquivel. “Zadún represents an entirely different level of service philosophy, and the Reserve lens unlocks creative storytelling that is unlike anything else in Mexico. I’m excited to help amplify the voice of this destination and drive impact globally.”
Joining Alejandra on the Commercial leadership team are two new appointments:
Jimena Fernández, Director of Marketing & Communications
Fernández brings over 20 years of hospitality experience, including leading marketing for two major Hilton opens back-to-back: Hilton Cancun, an All-Inclusive Resort, and Waldorf Astoria Riviera Maya. She most recently served as Director of Marketing at Waldorf Astoria Riviera Maya where she received multiple company recognitions, including CALA Marketing Excellence (2023) and the Superlative Award (2024). She also earned the Haute Grandeur Hotel Award (2024) as Best Director of Marketing in North America.
“I’m deeply inspired by the creative potential of this property,” said Fernández. “Zadún is a stunning canvas for meaningful storytelling and I’m excited to contribute fresh perspective and help shape its next chapter.”
Mariana Frade de la Torre, Director of Revenue Management
Frade de la Torre brings more than 14 years of revenue strategy experience across both the airline and hospitality industries, including roles with Grupo Aeroméxico, Grupo Posadas, and most recently Marriott CALA Shared Services, where she served as Multi-Property Senior Revenue Manager across a diverse luxury and lifestyle portfolio. She was recognized in 2024 with the CALA Elite Award – Rising Star, Revenue Management.
“Revenue management is about unlocking possibility,” said Frade de la Torre. “I’m looking forward to bringing strategic perspective and creative thinking to a Reserve that is already admired for its soul and sense of place.”
Together, these appointments strengthen Zadún’s Commercial leadership bench and support the Reserve’s continued commitment to delivering culturally resonant luxury, rooted in Baja Sur and celebrated globally.
