(GENTING AMERICAS)

New York City, NY | 2022 - PRESENT

Portfolio of gaming and hospitality destinations including over 10,000 slots and electronic table games, 300 live tables, 900 hotel rooms, 20 dining venues, bars, and live concert venues. Locations include New York City, Catskills, Bimini (Bahamas), Hudson Valley, , luxury golf course, online sports betting and online casino.

      CORPORATE VICE PRESIDENT OF ADVERTISING

• OVERVIEW: Strategically adjust tactics for advertising and marketing based on variances between markets including destination resorts (Bimini, Bahamas), high-end luxury table games with high ethnicity mix (Catskills), local high-volume slot business (Queens, New York City), hyper local small market (Hudson Valley), online sports betting and online casino demographics.

• In a corporate shared services environment, built an in-house advertising and marketing team with clear reporting structures for 7 business units, 50+ stakeholders, handling 500+ monthly projects of varying complexity with 95% on-time delivery, achieving significant cost savings, growth opportunities, and enhanced efficiency.Used data-driven techniques to analyze advertising and marketing campaign results, providing actionable insights to enhance performance, increase revenue, and inform future strategies.

• Directly responsible for execution and management of advertising and marketing budgets on excess of $60 million annually.

• Established financial reporting for all marketing divisions including advertising, promotions, database, casino marketing. 

• Key member of strategic planning committee for multi-property marketing events, promotions, and tactics.

• Provide casino opening strategy for Resorts World Hudson Valley, New York’s newest casino.

WAYLAND, MI | 2018 - 2021

Gaming and hospitality destination featuring over 2,900 slot machines, 50 table games, a 14-table poker room, 225-seat café and 300-seat buffet, contemporary chophouse, modern brewpub, along with bars, lounges, and live entertainment.

      DIRECTOR OF MARKETING

• OVERVIEW: Provide leadership and strategic direction for marketing initiatives to enhance property wide growth resulting in record breaking EBITDA. Initiated and maintained growth opportunities in multiple areas of marketing while providing leadership and mentoring for to a young marketing team.

• Successful planning and implementation for marketing activities of a $100 million expansion that included branding, strategic planning, and launch of three new dining venues and 72,000 additional square feet of gaming space.

• Strategic positioning, campaign development, public relations, and team member communication planning to reopen the property after a three month closure due to COVID-19.

• Strategic positioning, campaign development, public relations, and team member communication planning to reopen the property after a three-month closure due to COVID-19. Highly adaptable and flexible strategic thinking to guide the property through an ongoing pandemic while achieving all revenue goals.

• Led strategies for promotions, database initiatives, advertising, and cross-departmental initiatives to set record breaking EBITDA levels for a property after 9 years of operation.

• Initiated and conducted loyalty club analysis for all competitors, resulting in an enhancement and repositioning of the loyalty club that existed for 9 years. Immediate results showed an increase of 5% rated play.

• Conducted market research for future property development and prepared supporting data across multiple departments.

• Complete development and rebuilding of the internal marketing team for staffing levels, skill sets, overall strategy and future direction to meet expansion goals.

DETROIT, MI | 2017 – 2018

A recognized leader in the gaming and hospitality industry, JACK featured six properties in four states. The JACK portfolio comprised of 7,000 team members, 400,000 square feet of gaming space, 400 hotel rooms, 48 bars and restaurants, and generated more than $1.2 billion in annual revenues.

CORPORATE VICE PRESIDENT OF MARKETING AND PUBLIC RELATIONS

• OVERVIEW: Provide leadership and strategic direction for marketing initiatives across multiple properties, states, and jurisdictions. Drive all-encompassing corporate marketing and communication strategies including proactive cross-property marketing initiatives, advertising planning, public relations initiatives, crisis communication and reputation management, social media strategy, and internal communication.

• Drive marketing and businesses development strategies for multi-property initiatives.

• Provide day-to-day leadership for all corporate and property level communications efforts including positive media relations, crisis and reputation management, and internal communications.

• Implement measurement standards and oversee social media efforts for six business units with over 1,000,000 fans combined.  Provide industry best practices, creative engagement ideas, and real-time monitoring for all channels.

• Provide daily leadership in digital advertising including SEO, PPC, search and social media advertising.

• Lead marketing efforts for online social gaming platform through promotional planning, advertising initiatives and user experience, resulting in EBITDA increase of 100 percent from previous management.

• Strategic direction and oversight of corporate technology efforts including mobile, web, and other innovations.

DETROIT, MI | 2014 – 2017

Featuring 2,800 slot machines, 61 table games, four restaurants, a food hall with six eateries, three bars, and a AAA Four Diamond, 400-room hotel with 10,000 square feet of meeting space.

      VICE PRESIDENT OF MARKETING

• OVERVIEW: Provided broad leadership and strategic direction to advance Greektown’s market position. Drove marketing efforts to promote brand awareness and relevance with guests. Closely managed marketing spend, ensuring ongoing growth for all profit centers.

• Initiated marketing strategies for growth year-over-year, increasing EBITDA for four consecutive years.

• Developed marketing, communication, and promotional strategies to grow revenue while the property underwent $80 million in renovations.

• Developed community relations with local area leaders to focus on growth and collaboration in the district.

• Established Greektown social media channels as a market leader, increasing fans by 112%.

• Led media and advertising efforts including radio, TV, outdoor, digital media.

BATTLE CREEK, MI | 2008 - 2014

Featuring 2,900 slot machines, 70 table games, and a AAA-rated Four Diamond 486 room two tower resort-style hotel, a functional multi-purpose event center, and six distinctive dining destinations.

        VICE PRESIDENT OF MARKETING

• OVERVIEW: One of the first team members hired for the pre-opening of $300 million project.  Successfully planned and coordinated all aspects of marketing programs from the ground up.  Ensured continued success in advertising, branding, database, special events, promotions, public relations, social media, and media relations.  Additional focus on player development, loyalty club, customer care center, hotel yield management, and entertainment.

• Provided training and education to enhance casino marketing programs, resulting in reduced complimentary expenses while increasing incremental gaming trips from VIP hosted segments.

• Led social media efforts to achieve over 300,000 fans on Facebook, one of the top 15 casinos worldwide.

• Developed results-driven plans for expansion of property including a headline entertainment calendar for a 2,000-seat venue with 95 percent tickets sold in first year of operation, and a 242-room hotel with 92 percent occupancy in the first year of operation.

• Led acquisition programs to achieve over 1,000,000 new club members within the first five years of operation.

• Effectively planned and executed public relations initiatives including drafting press releases, building relationships with local media contacts, executing press conferences and serving as spokesperson for radio and TV interviews.
  
  

    DIRECTOR OF MARKETING EVENTS

• OVERVIEW: Ensured continued success in advertising, branding, database, special events, promotions, public relations, community relations, and social media.  Additional focus on quality service initiatives, property-wide service standard planning and measurement, customer survey analytics, hotel and event center development.

• Led hotel grand opening planning and public relations strategy. Grand opening on 12.12.12 at 12:12 p.m. resulted in national and international media attention with an estimated advertising value of $1.2 million.

• Implemented property-wide service standards and secret shopping initiatives, resulting in a year end score of 91 percent. Successfully worked with HR to reward team members and encourage the shopping program growth.

SOARING EAGLE CASINO & RESORT

Mount Pleasant, MI | 2008 - 2014

Proactively assumed positions of increasing responsibility, serving concurrently in several positions to achieve company objectives, and subsequently transitioning into a marketing leadership position with full accountability for all marketing and promotional efforts for a premier entertainment resort destination.