Executive Committee Areas USA - Areas  - Leaders in Food & Beverage and Travel Retail on the way

Executive Committee

Sergio Rodríguez

Sergio Rodríguez, Chief Executive Officer

Beginning in 2017, Sergio Rodríguez is CEO in the United States. He previously was COO of the company. His leadership philosophy can be summed up as "Business Review, Share Down, and Focus." He applies this philosophy while overseeing operations in 10 international airports nationwide and 9 service plazas along two major U.S. highways. He leads a team of experts that continues to drive and produce a fresh and exciting experience that exceeds its guests’ expectations.

Valentina Ellison

Valentina Ellison, Executive Director of Business Development


Valentina Ellison is Executive Director of Business Development responsible for growing Areas’s presence in the U.S. airports and turnpikes.  She is an experienced business development strategist with extensive knowledge of the airport concession industry and travel hospitality. During her tenure, she led a number of successful proposals, aligning effective marketing strategies with the company's overall business and growth vision. She is recognized for building long-term relationships with all stakeholders throughout organizational levels while utilizing connections, technology, and research to win new business. As a result of this 10-year tenure, Ellison contributed significantly to the company’s substantial growth.


Michael Crisp

Michael Crisp, Vice President of Turnpike Operations

Michael Crisp is Vice President of Operations for Turnpikes. He oversees the operation and management of over 60 restaurants and retail concepts along the Florida Turnpike and Maryland I-95 travel plazas. He brings to Areas his expertise in hospitality retail, operations and brand development, as well as his experience in strategic planning, development, marketing, procurement, training, data analysis and operational excellence.

Jaime Barbanoj

Jaime Barbanoj, Vice President of Concepts & Standards

Jaime Barbanoj leads all 5 technical departments in Areas USA which set the standard for excellence: Purchasing, Culinary Concept Development, Marketing & Communications, Construction, and Guest Services & Training. These support organizational growth, product diversity, and sustainability for both food & beverage and retail concepts. He oversees the creation of concepts from initial design and offering through construction to training the staff.  He also manages strategic logistic partnerships.

Alberto Serratos

Alberto Serratos, Vice President of Finance

Alberto Serratos is responsible for over 240 million dollars of revenue generated across the Company.  He leads the Finance, Accounting, and Treasury departments, as well as Loss Prevention and Information Technology. Alberto's focus is on supplying support for operations as well as providing reliable financial information for the Company to its shareholders.

Bettina Romañat

Bettina Romañat, Executive Director of Human Resources

Bettina Romañat is responsible for designing, implementing, and managing all HR processes and procedures. She oversees all company employee recruitment, and manages the professional development program. She is a critical contributor to the negotiation of union contracts, and contributes to preparation of RFPs as it relates to HR.

Vanessa Peñaranda

Vanessa Peñaranda, Executive Director of Corporate and Legal Affairs

Vanessa Peñaranda is responsible for leading strategic and tactical legal initiatives. She is directly involved in complex business transactions and negotiating critical contracts. She advises on company strategies and their implementation.


Board of Directors, Executive Committee, Management Committee