Beth Ford

Oversaw Analytics & Insights team to carry out strategic insights across all tribal entities.

Key Achievements:

• Identified and assessed profitable business opportunities through market and cluster analysis. Conducted financial modeling to forecast revenue projections for new direct investments in $600 million acquisition.
• Conducted and evaluated 30+ annual research projects to adjust enterprise strategy based on changing market trends, drivers, competitive conditions and geo-political landscape. Developed self-service data solutions to optimize strategic planning.

Led cross-channel direct marketing campaigns and messaging strategies for San Manuel Casino, optimizing gaming revenue and head counts across all outlets through effective use of the company database and marketing technology stack.

Key Achievements:

• Initiated and executed strategic segmentation CRM plan that consistently surpassed monthly revenue targets for 38 months prior to COVID-19.
• Engineered marketing technology stack, incorporating automated machine learning campaigns to drive customer trips, increase net profit and enhance team satisfaction.

Spearheaded the creation of the casino's first Database Marketing team, pioneering hyper-targeted and automated campaigns to drive revenue growth.

Key Achievements:

• Established nimble, data driven CRM team that leveraged analytics to propel revenue and profits.
• Achieved 92% favorable ratings on employee survey, surpassing SMC population by 40%
• Revised campaign strategies, resulting in 8% increase in actual revenue and 17.6% increase in theoretical revenue within year one.
• Revamped email campaigns adding personalization, resulting in 100% increase in total number of sends with variability while increasing open rates by 2%.

Managed GSB marketing's analytics for lead generation through BI, tracking web, direct mail, email and social delivering insights to incite strategic development.

Key Achievement:

• Developed data-driven insights by modeling data in SQL server and delivering insights via self-service dashboards with Tableau data visualizations, leading to 10% increase in conversions.

Led CRM, direct marketing and marketing analytics teams across all guest journey touch points. Optimized guest database communications to increase revenue and engagement. Managed P&L and all vendor relationships for CRM.

Key Achievements:

• Designed data marts and cluster based personas built for customer segmentation strategy raising response rates by 1.2%
• Redesigned email marketing communication for consistent brand and guest experience while streamlining operations, decreasing time to deployment by 50%.

Led Direct Marketing and Analytics team, taking the lead in every aspect of multi-channel campaign development. This encompassed analytics, strategic and creative planning, messaging, segmentation, testing, deployment and assessment. Assumed responsibility for creating and managing department budgets while maintaining strong vendor relationships.

Key Achievements:

• Successfully increased YoY profit of Direct Marketing program by 66% from 2012 to 2013
• Increased average guest profit per night by 8.8% in 2013 and by 10.8% in 2014
• Voted 33% higher on manager effectiveness score than overall hotel management
• Increased SAS processing speed by 400% and decreased mail append process time by 66%