Sara’s industry-transforming achievements are evident in her fearless leadership during the pandemic. When COVID-19 was declared a pandemic, Sara and the Embed Executive Team were determined to bring the light - when others were retreating and going dark - by bringing the entire industry together: from thought-leaders to the titans of industry.
“At Embed, we are proud to be part of the Business of Fun and to work alongside all of our friends and partners. Throughout this pandemic, we’ve developed and enacted various relief acts, including our COVID-19 Relief Act, giving away Embed’s latest innovation, the award-winning Mobile Wallet to everyone in the industry,” said Paz. Proving that actions are stronger than empty words, Embed’s actions during the pandemic speak for themselves:
• In March, Embed huddled with industry insiders, who shared their strength and leadership via over 100-video segments of the series #EmbedLIVE and published free insight white papers, and almost 100 blogs to support the industry through the uncertain time.
• In April, Embed implemented the COVID-19 Relief Act: giving the latest award-winning innovation, the Mobile Wallet to everyone for free for 1 year, as a response to the industry’s need for low-touch and contactless payments.
• In May, Embed launched COVID-19 Resource Centre which includes an array of free tools for the industry: professional creative toolkits to facilitate a successful reopening, and launching the Mobile Wallet creative printed assets, expediting FECs’ businesses recovery.
• And in July, Embed launched a new approach to hygiene protection: Embed Hygiene Defence products - Powerful 100% Natural, Non-Toxic Hygiene Protection That’s Safe for Families: family-friendly products for the family entertainment industry.
The brand renewal work started in Q1 2019, when Paz joined Helix Leisure coming from hyper-competitive high-tech industries and top-10 brands: “I joined Helix Leisure because it is an extraordinary company with talented and passionate people, who’ve been in the industry for years: delivering business technology solutions that not only empower business owners (operators) into new heights but enhance and elevate the overall guest experience. I want to be part of Transforming the Business of Fun.”
“Sara Paz, Embed’s Chief Marketing Officer. “This exercise is about the creative expression of the very core of who Embed is, what drives Embed, what we believe-in, our value system.”
Tasked with architecting the overall marketing function at Embed and Booking Boss, Paz led the redefining and rejuvenation of every single internal and external touchpoint, from brand logos to elevating the designs of all marketing assets, messaging, website design, marketing channels, media, and an organizational restructure. This ultimately led Embed to win the Best Booth Design Award at AMOA Amusement Expo in New Orleans.
“The new marketing strategy is anchored by the superior guest experience enabled by our business solutions.” Sara adds, “This exercise is about the creative expression of the very core of who Embed is, what drives Embed, what we believe in - our value system.”
Just when that marketing work was completed and Embed was beginning to get awards, COVID-19 was declared a pandemic. To demonstrate their commitment to the industry’s recovery, Sara and the Embed team took a dramatic pivot to deliver a series of initiatives that helped pull the industry through the crisis:
“I’m proud to be part of an Executive Team that focused on doing everything within our means to support our industry’s recovery from the pandemic via countless relief acts. This not only required pivoting our strategy and plans but working around-the-clock in 6-week cycles of innovation. It was unequivocally an exhausting time, but the conflation of initiatives was the noblest occupation of our time, which served to propel us forward, knowing difficult times have the power to bring out the best in people. We were inspired by it. We wanted to be part of it. We proved that tough times don’t last, but tough people do.”