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Wendy Alvarran

@wendyalvarran

CRM Strategist at Genesco Sports Enterprises, shaping audience strategies for live sports and supporting the 2026 FIFA World Cup Quaker Player Escort Program.

United States

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At Genesco Sports Enterprises, I develop CRM and audience strategies for live sports, hospitality, and brand experiences. I use audience insights to shape targeted communications before, during, and after events.

I supported the 2026 FIFA World Cup Quaker Player Escort Program through a month of onsite operations in Mexico, coordinating the experience for 140+ youth participants across Guadalajara and Monterrey. I also analyze campaign and audience performance to inform marketing strategy and ROI.

Previously, at Yaamava’ Resort & Casino at San Manuel, I built CRM infrastructure and scalable workflows for a newly established cross-property function. Earlier, as a CRM Specialist, I executed 45+ targeted campaigns monthly, and at LinkU Digital Marketing I managed client relationships and digital marketing strategies.

Experience

Work history, roles, and key accomplishments

Current

CRM Strategist

Current

Genesco Sports Enterprises

May 2025 - Present (1 year 5 months)

Develops CRM and audience strategies for live sports, hospitality, and brand experiences, leveraging segmentation, personalization, and analytics to optimize engagement. Supported the 2026 FIFA World Cup Quaker Player Escort Program with onsite operations in Mexico.

CRM Strategy Audience Segmentation Personalization A B Testing Campaign Analytics Power BI Tableau Marketing Automation Live Event Marketing

Cross-Property CRM Specialist

Yaamava’ Resort & Casino at San Manuel

Feb 2024 - May 2025 (1 year 3 months)

Built CRM infrastructure and scalable workflows for a newly established cross-property function, developing audience segments and personalized campaigns to increase cross-property visitation. Executed omnichannel promotions across email, mobile, direct mail, social, and special events.

CRM Strategy Audience Segmentation Marketing Automation Multichannel Campaign Management A B Testing Data Analysis Email Marketing Direct Mail Social Media Marketing

CRM Specialist

Yaamava’ Resort & Casino at San Manuel

Nov 2021 - Jan 2024 (2 years 2 months)

Executed 45+ targeted CRM campaigns monthly, leveraging audience segmentation, automation, dynamic content, A/B testing, and performance analytics to drive customer engagement, retention, and conversion.

CRM Strategy Audience Segmentation Marketing Automation Dynamic Content A B Testing Performance Analytics Campaign Management

Client Success & Marketing Manager

LinkU Digital Marketing

Aug 2019 - Oct 2021 (2 years 2 months)

Managed client relationships and digital marketing strategies, combining lead-generation, paid social, and performance optimization to support client growth and retention. Planned and optimized paid campaigns across Meta, Google, and YouTube.