Shelly Alvarez
Vice President, Marketing Services
With more than 30 years of experience in Lifecycle Marketing, Shelly has partnered with brands across multiple industries including retail, publishing, pharmaceutical, technology, and financial services. Her career spans the full marketing ecosystem giving her a uniquely holistic perspective on customer engagement. Today, she’s especially passionate about how AI is reshaping and elevating personalization at scale, in addition to bringing efficiencies to marketing workflows.
Wednesday, September 30, 2026
From Manual Processes to Player 360: How Wizards of the Coast Scaled with Braze
11:30 AM - 1:00 PM
The games of Wizards of the Coast spans multiple player channels including tabletop, digital, and DTC — each generating rich player data across disconnected silos, requiring heavy manual processes and engineering support. Learn how Wizards of the Coast built a unified Snowflake-based Player 360 and automated Braze activation pipeline that eliminated reliance on manual workflows, freed engineering resources, and delivered the automation, scale, speed, and analytic insights needed to power personalized lifecycle journeys across every player segment.