Less than a year after returning to Okada Manila, Shirley Tam has been named as executive vice president and chief marketing officer, placing her at the helm of an integrated sales and marketing strategy that will align the resort’s gaming and non-gaming operations under a single commercial vision.
The appointment marks another step in Okada Manila’s efforts to strengthen its commercial operations as it seeks to attract more domestic and international visitors. Tam will now oversee marketing activities across the resort’s casino, hotel, entertainment and lifestyle businesses, bringing them under a single leadership structure.
The promotion comes less than a year after Tam returned to Okada Manila as executive vice president of casino marketing in September 2025. Her latest appointment expands her responsibilities significantly and places her among the property’s most senior executives.
Broader role across the resort
Okada Manila said the move is intended to create closer alignment between its gaming and non-gaming businesses while supporting future growth opportunities.
Under the new structure, Tam will lead the resort’s overall sales and marketing direction, with responsibility for developing campaigns and strategies across multiple business segments. The company said the integrated approach is expected to support performance growth and create stronger links between its various offerings.
Tam acknowledged the promotion in a social media post, stating that she looked forward to working with the resort’s teams to maximise strengths and opportunities across different disciplines.
Return followed by rapid promotion
Tam’s elevation follows her return to the Philippine resort after several years away from the property. She previously worked at Okada Manila as senior vice president of premium marketing between 2018 and 2021, helping develop the resort’s premium customer business.
Her return in 2025 was viewed as a notable addition to the company’s leadership team. Within months, she has now been entrusted with overseeing all major sales and marketing functions.
The appointment reflects the value Okada Manila places on executive experience at a time when competition for regional tourism and gaming customers continues to intensify across Asia.
Long career in Asian gaming
Tam brings extensive experience from some of the region’s largest casino and integrated resort operators.
Before rejoining Okada Manila, she served as chief casino marketing officer at Inspire Entertainment Resort in Incheon, South Korea. She has also held senior marketing positions at Sands China, Galaxy Entertainment Group, Wynn Macau and Genting Hong Kong.
Her career has covered key gaming markets including Macau, the Philippines, South Korea and Hong Kong, providing experience across premium player development, customer acquisition and integrated resort marketing.
Supporting international expansion
The leadership change comes as Okada Manila continues to focus on expanding its reach among overseas travellers.
The resort has recently highlighted initiatives aimed at strengthening its presence in international tourism markets, including renewed efforts to attract visitors from Japan. Industry observers have increasingly pointed to overseas tourism as an important growth driver for Philippine integrated resorts.
Operated by Tiger Resort, Leisure and Entertainment Inc., a subsidiary of Japan’s Universal Entertainment Corp., Okada Manila remains one of the largest integrated resort developments in the Philippines.
With Tam now overseeing a combined sales and marketing operation, the company is positioning its gaming and hospitality businesses under a more coordinated strategy as it pursues long-term growth across multiple customer segments.
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