Sara Varela | The Innovator 25 Asia-Pacific 2019

Sara Varela

Social Media Strategist

Marina Bay Sands

Sara Varela’s work might go unheralded by the broader public, but industry insiders know that the global social and influencer work she oversees at Marina Bay Sands (MBS) marks her out as one of the best in the business. The resort’s award-winning social strategy is the result of Varela’s sustained efforts over the past six years, which includes an internal program of advocates, roving social reporters, training, thought leadership and social selling — all of which is enabled by a decentralised approach across 20 different departments. Varela joined MBS after four years with PokerStars, where she oversaw the female marketing strategy, successfully raising customer acquisition by 130%.