Mares assumed his current role in January 2025. The Boutique Group, owned by PIF, focuses on restoring historic and cultural Saudi landmarks and making them luxury destinations. Its portfolio includes Al Hamra Palace, Tuwaiq Palace, and the Red Palace, which is due to open its doors in April 2026. In May 2025, the group signed an MoU with the Ministry of Culture to promote Saudi Arabia’s heritage. Mares previously served as COO at the Mandarin Oriental Hotel Group and the Emaar Hospitality Group.