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"The challenge is growing without compromising the identity of each brand", Rosa Santos (United Hospitality Management)
Business

"The challenge is growing without compromising the identity of each brand", Rosa Santos (United Hospitality Management)

SAPO Notícias7 September 2026 at 19:03

Rosa Santos was appointed Regional Director of Marketing – Europe at United Hospitality Management, assuming leadership of marketing during a period of strong expansion for the company. This appointment comes at a strategic moment for the organization, which is in the midst of a growth process.

Rosa Santos brings more than 16 years of experience in marketing, giving her a solid professional background to face the challenges ahead. Her previous experience positions her as a figure prepared to manage the complexities of a multi-brand portfolio.

The main challenge Rosa Santos faces is balancing the company's growth with maintaining the consistency and identity of each brand within the portfolio. As she herself states, "the challenge is growing without compromising the identity of each brand," summarizing the complexity of her role.

United Hospitality Management is going through a significant expansion phase, which makes marketing management even more complex. The company needs to ensure that its growth does not dilute the distinct identity of each of its brands, while simultaneously maintaining global coherence.

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