Background
Kat is the eldest of four strong-willed sisters and grew up in a one-bathroom household, where compromise and quick thinking were daily lessons. Much of her childhood was spent as a latch-key kid under the care of her grandparents, while her parents—both finance vice presidents, now happily retired—built demanding careers. She grew up between Queens, New York, and Manila, a bicultural upbringing that sharpened adaptability and resilience and shaped a leadership style that blends New York urgency with Manila warmth. Later, time in the Bay Area during the technology surge added a love of scalable systems and practical innovation. Today she is happily married; weekends often mean a packed carry-on, desert hikes, or long rides on quiet roads—spaces where ideas settle into plans.
Executive Summary
That early mix of constraint, community, and cross-cultural perspective shows up in Kat’s leadership today: clear priorities, calm under pressure, and a bias for results. Her work centers on performance—integrating paid media, Customer Relationship Management (CRM), lifecycle automation, Conversion Rate Optimization (CRO), and analytics into a single operating system that raises qualified demand while compressing acquisition costs. Brand strategy & execution serve as a deliberate multiplier, shaping creative that lifts engagement and sustains loyalty when guided by signals and measurement.
Personality & Working Style
Kat’s style combines decisive momentum with high standards. In the DISC model, she reflects Dominance (D)—drive and a bias for action—and Conscientiousness (C)—precision, structure, and quality. She is also an INTJ-A “Architect,” drawn to long-range strategy, model thinking, and confident delivery. Together, these tendencies translate into building durable frameworks, stress-testing assumptions, and scaling solutions once the data is compelling.
Career Highlights
SAHARA Las Vegas — Executive Director of Digital Marketing (2018–Present)
- Direct channel growth: more than doubled the share of direct bookings, reducing reliance on high-commission Online Travel Agencies (OTAs) while managing OTA budgets carefully to maintain visibility wherever guests shop.
- Lifecycle & communication systems: created visuals that mapped the player lifecycle and clarified campaign workflows; designed and manage the casino mailer and communication drop schedule; led a cross-property initiative with Grand Sierra Resort to enable online booking for casino guests by developing middleware that connected the booking engine, casino tracking system, and data warehouse.
- AI leadership: built a proprietary content agent that helps the marketing team generate and distribute consistent, brand-aligned content across campaigns with greater speed and accuracy.
- Conversion discipline: refined funnels, offer architecture, and site performance to raise conversion and improve merchandising efficiency.
- Measurement: advanced attribution and dashboarding, connecting marketing outcomes to revenue, margin, and occupancy goals.
- Team & partners: built and mentored a cross-functional marketing team; negotiated, onboarded, and managed agencies and technology partners to align outcomes with KPIs.
Sundance Helicopters — Director, Marketing, PR & E-Commerce (2016–2019)
- Repositioned premium tours through sharper messaging and merchandising, calibrated to top-return audiences and high-margin itineraries.
- Implemented ROI guardrails to redeploy spend from low-yield placements into proven converters across search, social, and metasearch.
- Elevated booking funnel performance via landing-page testing, offer design, and CRO best practices.
Tropicana Las Vegas — Director of Online Media & Marketing (2010–2016)
- Shifted from outsourced model to in-house digital capability; delivered triple-digit lifts in qualified traffic, direct bookings, and social engagement.
- Activated partnerships with Hilton and PepsiCo to extend reach and accelerate conversion through joint campaigns and shared audiences.
- Instituted executive dashboards and KPI governance to link marketing activities with revenue, occupancy, and profit contribution.
Earlier Roles — LiveDeal · One Stop Motors · infoSpider
- Managed complex Search Engine Marketing (SEM) portfolios, Search Engine Optimization (SEO), vendor relationships, and analytics—groundwork for a disciplined, revenue-centric approach.
Awards & Industry Talks
Awards
- Best in Class Hotel/Resort Website — recognized for user experience innovation and measurable uplift in bookings.
- Company Profit Improvement — honored for margin expansion through smarter acquisition and retention.
- Employee Service Excellence — cited for cross-functional impact with Revenue, Operations, and IT.
Industry Talks
- 2018 Digital Travel Connect — Speaker & Moderator: “Moving From An Omni-Channel World To Channel-Less World”
- 2016 Hilton Social Media Summit — Case Study Speaker: “Collaboration and Engagement Panel”
- 2014 Hilton Social Media Summit — Case Study Speaker: “Creating Video Engagement”
- 2014 Nevada Hotel & Lodging Association, NRG Hospitality Boot Camp — Speaker: “Social Media Etiquette”
- 2011 Latino Hotel Association Conference — Panelist: “The Social Status of Your Hotel — Does It Keep You Up At Night?”
Endorsements
Select LinkedIn Highlights
“She is a great mentor… analytical mindset… ensures projects and campaigns are monitored with successful outcomes.”
“Dynamic, intelligent, driven to deliver excellence… I’d highly recommend her for any company.”
“Excellent at managing a team… process development, large-scale implementation… customer-centric mentality.”
“Kat leads by example… she gets the job done right the first time, every time… her work ethic spreads through a team like wildfire.”
“She made me feel part of a team… one of the smartest and geekiest people I know.”
“Professionalism and attention to detail surpass most… an asset to any company.”
Education
Ateneo de Manila University — BS, Legal Management