Sheila Tuzon

• Stand up and launch marketing operations and analytics program for WW Solutions Architecture Go-To-Market (GTM) team. • Analyze omni-channel digital marketing campaigns (e.g. paid media, social, email, house ads, website, webinars, etc.) promoting cloud solutions and products to produce strategic and optimization insights. • Serve as subject matter expert for marketing campaign tracking across various martech systems (e.g. Salesforce, Marketo, Adobe Analytics, Workfront, Sprinklr, etc.) and enabling consistent and scalable end-to-end tracking of campaigns and marketing funnel. • Collaborate with product teams, data engineering and BI teams, and product marketing managers in scoping and identifying necessary datasets to create the appropriate data models and KPI’s for measuring marketing campaigns’ effectiveness.

Accomplishments: • Performed an in-depth analysis of various customer segments, measuring several key metrics such as response rate, annual room night volume, total income and income per night, to identify low-performing segments and optimize high-performing segments, resulting to reallocating $250K annual savings in mailing costs to more profitable segments. • Spearheaded and advocated the revamp of the direct marketing program for mid- and high-end customers segments, requiring in-depth analysis and forecasting, copy/digital creative redesign, restructuring of the entire staff‘s assignments, revision of the department’s standard procedures, getting buy-ins from and collaboration with multiple operational teams and vendors, generating a 20% year over year increase in bookings and 15% increase in total income. • Identified and achieved efficiency opportunities, enabling the department to shorten standard direct marketing campaign lead time and deploy 30% more campaigns year over year. • Led and directed the launch and the execution of resort reopening direct marketing campaign strategies, requiring managing marketing operations team and external vendors in a highly volatile remote work environment. Responsibilities: • Oversaw the daily operations of the department (10 team members) to ensure project timelines and financial objectives of email and direct mail campaigns are met. • Created annual budgets and marketing plans and calendars for hotel room promotions for loyalty program members (casino and hotel) using data-driven strategies. • Led the Enterprise Marketing team in the optimization of promotions and the maximization of the team’s agility and performance to execute direct marketing campaigns using the marketing tech stack. • Monitored the effectiveness of promotions in achieving monthly and annual room night targets and strategic directions set by the senior executive team.

Accomplishments: • Led and performed a study on customer retention, guest visitation lapse, and life cycle by customer segment used in developing reactivation offers and several triggered email campaigns that consistently resulted to increased customer engagement (higher than average email open/click rates/conversion rates). • Created the data extraction processes for transaction- and behavior-based automated email campaigns with direct involvement in writing of fool-proof SQL scripts, rigorous data testing, and coordination with business owners, production team, IT, and email vendor. • Pioneered EDW, SQL, and marketing campaigns cross-training sessions and classes for analysts to reduce silos while increasing expertise and proficiency on assigned specializations. Responsibilities: • Led a team of four analysts in the creation, budgeting, segmentation, testing, execution, and analysis of direct marketing programs, utilizing the EDW and data extraction/manipulation tools such as Teradata SQL, MS Excel, MS Access. • Created the department’s annual budget and calendar for hotel room promotions to achieve room volume/profit goals of the department. • Served as the property's customer mailing data expert. • Worked on ad hoc requests from senior executives for reports/analysis. • Supported ad hoc requests from various business owners in the organization in the execution and analysis of their direct marketing efforts.

trained and led two analysts in the creation, budgeting, segmentation, testing, execution, and analysis of direct mail and email room promotions for loyalty program members, targeting gaming and transient customers.

• Assist and directly report to Director of Enterprise Marketing in creating, budgeting, forecasting, segmentation, and performance analyses of seasonal and ad hoc direct marketing campaigns for casino and transient guests to drive target room nights and profit. • Streamline segmentation and mailing list pulls and campaign performance reports. • Support ad hoc direct marketing efforts of various departments, including Entertainment, Partnership Marketing, Slot Marketing, and Domestic Marketing.

• Work with Director of Slot Marketing and Director of Marketing Analysis in the planning, execution, and analyses of all direct mail campaigns for special events (average of five events per month). • Manage and execute mailing list pulls and segmentation for direct mail and email campaigns using SAS Enterprise Guide and Excel • Create pro forma for special events and develop reports of campaign performance to determine program effectiveness and costs efficiency.

• Serve as key contact with internal departments and mailhouse vendors in the deployment and execution of the monthly locals and quarterly mid-end direct marketing campaigns as well as ad-hoc campaigns, including restaurant suite offers. • Set up processes for multiple-level data comparison projects, such as comp exception reports and third-party marketing lists, using MS Access and Excel, and other junior-level marketing analytics projects. • Oversee identification of unprofitable promotion responders and interception of their comp redemption.

• Oversee all details of executing direct mail and e-mail campaigns for casino and transient guests, including extraction and segmentation of mailing lists, production schedules, proofreading and copywriting, biddings and purchase requisitions, post-campaign reporting, etc. • Serve as key contact with various internal departments (Advertising, Room Res, Players Club, etc) and print and mail house vendors.