25 years of building what others said couldn't scale.
From launching digital marketing at Alaska Air in 1995 to deploying AI tools that generated 30X ROI at Terranea Resort — Chad Bustos has spent a career turning strategic vision into measurable results.
A rare combination of boardroom strategy and hands-on execution
Chad Bustos is a strategic operations and marketing executive with 25+ years scaling luxury hospitality and real estate brands — and driving customer acquisition, revenue growth, and market expansion across some of the most recognized properties in the world.
His career spans the full arc of modern commercial leadership: from building the Resort Division's foundational marketing capabilities at The Irvine Company from the ground up, to directing integrated marketing and sales strategy for Terranea Resort as CMO, to advising 54+ independent hotels and resorts through PBSR Consulting.
What sets Chad apart is the combination of strategic depth and operational fluency. He doesn't just build the plan — he builds the team, the infrastructure, and the culture to execute it. He's led 64-person commercial teams, managed $10M+ budgets, and delivered 10X ROI on a $700M resort portfolio. He's also the executive who rolls up his sleeves and works alongside the team when it matters.
Today, through PBSR Consulting, Chad partners with ownership groups and executive teams across luxury hospitality, real estate, SaaS, FinTech, HealthTech, and enterprise — bringing the same rigor and results-orientation that defined his corporate career to every client engagement.
How Chad thinks about the work
Strategy is only as good as its execution.
Every engagement is built around implementation, not just insight. Chad stays in the work — alongside the team — until the results are real.
Data should drive decisions, not decorate them.
From first-party data architecture to AI-driven analytics, Chad builds the infrastructure that gives leadership teams real visibility — and the confidence to act on it.
The best brands are destinations, not options.
Positioning isn't a tagline. It's the sum of every operational, experiential, and marketing decision. Chad helps brands earn the kind of loyalty that doesn't need discounting.
AI is a multiplier, not a replacement.
The most effective AI deployments amplify great teams — accelerating response times, improving conversion, and personalizing at scale without losing the human touch that drives loyalty.
A track record built across 25+ years
President / Managing Director
PBSR Consulting
Advising ownership and executive teams across engagements ranging from boutique properties to full-scale resort operations — architecting unified commercial strategies that maximize TRevPAR and position luxury independent properties as premier international destinations.
Chief Marketing Officer
Terranea Resort
Directed integrated marketing, sales, and operational strategy — leading a team of 10 — to drive domestic and international engagement and sustained revenue growth. Deployed AI-driven technology and advanced analytics to personalize guest journeys and improve conversion, loyalty, and satisfaction.
Vice President of Sales & Marketing Operations
Sage Hospitality Group
Led a team of 14 to align sales, marketing, and operational strategy, accelerating revenue growth and expanding market share across a portfolio of luxury independent properties.
President / Managing Director
PBSR Consulting
First consulting engagement — provided pre-, during-, and post-pandemic support for 54 independent hotels and resorts and all properties within the Johnson Resort Group collection.
Senior Vice President of Sales & Marketing
Noble House Hotels & Resorts
Directed global sales, marketing, and operational strategy to unify brand identity and elevate guest experiences across luxury independent properties. Standardized CRM and operational platforms, increasing guest retention, loyalty engagement, and lifetime value.
CMO / SVP of Sales & Marketing
The Irvine Company — Resort Properties Division
Promoted through three roles over 12+ years. Oversaw commercial strategy for a $290M luxury resort portfolio, delivering 10X ROI through integrated brand, sales, and operational initiatives. Led a 64-person team and managed a $10M budget across digital, experiential, and traditional channels.
Earlier Career
Alaska Air Group · Hoover Management · KSL Resorts
Director of Electronic Marketing at Alaska Air Group (1995–1998), pioneering digital marketing in the airline industry. Assistant VP of Marketing and Operations at Hoover Management (1998–2000). Corporate Director of Interactive Marketing at KSL Resorts (2001–2006).
"Transforms properties into sought-after destinations through curated experiences and place-based storytelling."
Let's build something together.
Whether you need a strategic partner for a specific challenge or an ongoing advisor to your leadership team — the conversation starts here.