In a strategic move designed to reinforce its position as an iconic destination of sustainable excellence, Monte-Carlo Société des Bains de Mer (SBM) has appointed Antoine Dubois as its new Chief Marketing & Sales Officer. Named on November 17, 2025, Mr. Dubois succeeds Julien Munoz and immediately joins the Group’s Executive Committee, reporting directly to the Chief Executive Officer under the authority of the Deputy Chairman.
The appointment signals a decisive step for a group actively accelerating the development of its strategic pillars — hospitality, dining, gaming, wellness, and entertainment. SBM has entrusted Mr. Dubois with all revenue-generating activities, including sales, marketing, revenue management, distribution, and customer relations, as it seeks to drive growth across its diverse portfolio.
Mr. Dubois brings extensive international experience in communication and marketing, shaped in part by a distinguished career at the Accor Group. His earlier professional path led him through renowned organizations such as Leo Burnett Paris, Disneyland Paris, and RTL. He joined Accor in 2011, where he held multiple senior roles spanning communication, advertising, customer marketing, and brand strategy.
His contributions at Accor were pivotal: he played a key role in the segmentation of the company’s brand portfolio during its upscale expansion and in the rollout of the Accor ALL – Live Limitless loyalty program. Since 2021, he had served as Senior Vice President for Marketing, Customer Experience & Loyalty for Europe and North Africa, overseeing major initiatives in customer engagement and experience design.
At Monte-Carlo SBM, his mandate is both ambitious and clear. Among his stated priorities are designing a loyalty program tailored to the ultra-premium universe, implementing a bespoke customer-relationship strategy, and further elevating service standards to enhance customer satisfaction — blending excellence with creativity and innovation.
With this appointment, Monte-Carlo Société des Bains de Mer underscores its commitment to combining heritage with transformation, and tradition with a forward-thinking approach to service. In a market where distinction increasingly depends on the ability to deliver exceptional, personalized experiences, Antoine Dubois emerges as a central figure in the Group’s future strategy.
Photo credits: Monte-Carlo Société des Bains de Mer. Antoine Dubois