Mag. Tania Sánchez Wong

Developed the global Top Customer Framework, giving HQ a consistent approach to identifying and serving high-value customers. Built a Best Practices Library and interactive hub in Miro, adopted by the Customer Excellence team and 21 markets to share and apply customer excellence practices. Restructured Business Performance Reviews into a standardised format, improving consistency of performance discussions and speeding up decision-making across regional teams.

Led a team of 7 with the Head of CRM and Data Analytics Director. Translated commercial objectives into campaign programmes, defining the analytical methods and segmentation logic behind them. Adapted global campaigns for regional performance. Built the quarterly and annual customer performance reporting used to flag declining markets and shape CRM priorities for the following quarter. Developed team capability through workshops, coaching, and structured feedback.

Conception, planning, implementation, coordination, and monitoring of customer-centric CRM campaigns / Realization and optimization of existing and new campaigns / Analyzing client data and developing strategies for each customer segment / Coordination with the Analyst team / Defining KPIs and reporting campaign results to internal touch points / Working closely with CX, Retail, E-mail Marketing, Online Marketing, and Shop Management teams.

Developing digital marketing campaigns in HTML / Monitoring and tracking traffic flow of the campaigns / Independent data analysis to deliver daily and weekly reports / Working closely with the Graphic Design team on creative assets / Optimization of the performed actions / Creating presentations / Evaluating performance in regard with competitors’ / A/B Testing.

Creating an information organization system where all company archives can be easily found / Developing marketing strategies to strengthen corporate image (web page, LinkedIn, Facebook) / Selecting and editing content / Applying marketing techniques to increase company exposure.

Customer Relationship Management / Club Level attendant / Supervising standards to meet expectations / Enhancing processes to create value / Application of strategies for guest retention / *Member of Sheraton's Circle of Advocates.

Creation of the National Tourism Code for Travel Agencies in Ecuador in cooperation with the Ministry of Tourism / Research of existing national and international norms and procedures that established a theoretical foundation / Socialization of possible norms and regulations in cities where the touristic activity has higher indices / Presentation of results to the Ministry of Tourism Legal Department / Elaboration of the National Code for Online Travel Agencies (OTAs).

Luxury Markets / Innovation Management / International Service Marketing / Business Communication / Communication Management

Tourism Strategies / Hotel Operations / Tourism Businesses / Congress and Events / Strategic Administration of Services / Opera Software / SABRE (GDS) / Hotel Management / Tourism Administration / Public Relations / Strategic Marketing