Corporate and property gaming executive with fourteen years experience in six distinct competitive markets across multiple jurisdictions.Proven ability in strategic planning, development and execution of a wide array of complex marketing programs and initiatives.Licensed in Nevada, Mississippi and New Jersey.
·Developed an innovative frequency based, cyclical direct mail program that systemically calculated reinvestment levels and offer cadence based upon player life-cycle.This new loyalty-based program drove increased visits and overall profitability without increasing marketing expense.
·Key player in the development and implementation of a multi-property, multi-tiered player loyalty program for six properties.Entire project, from initial conceptualization, through in-house development of all related technology and functionality, to full implementation at all six properties across four jurisdictions, completed within eleven months.Key contribution was the development of the matrix for a sliding scale methodology that was used to govern the earning of tier credits at the customer level.
·Key player in the implementation of a new integrated database warehouse/business intelligence platform for 6 properties with various local source systems.The customized software supported CRM communications, on-property, real-time, one-to-one electronic player contact, and provides a suite of operational and marketing analytical tools.
·Developed a comprehensive competitive analysis and tracking program that benchmarked reinvestment levels and monitored promotional activity.Reinvestment benchmarks were anchored around a shopping system designed to sustain target theoretical values throughout the shopping life-cycle.
·Developed a web- and direct mail-based customer satisfaction survey program to index and benchmark all aspects of the customer experience across all 6 properties.
·Initiated an on-going research project to evaluate the customer experience using a proprietary Value Analysis® methodology which creates actionable metrics to assess performance.
Aug 2005 - Present
Corporate Director of Marketing
Corporate position reporting to the Vice President of Marketing and the Chief Operating Officer
·Developed a new frequency based, cyclical direct mail program that systemically calculated reinvestment levels and offer cadence based upon player life-cycle.
oThis program served as a catalyst for shifting marketing spend from a promotional centric strategy to a loyalty-based strategy.
·Served as Interim Vice President of Marketing for our East Chicago property.During this time I:
oDirected and coordinated all property marketing functions from conceptualization to implementation
oDeveloped a mail program tailored for high-worth but unprofitable customers to increase profitability while maintaining their play levels. Program yielded approximately a +$400k swing per month in profitability
oOverhauled the promotional, tournament and special event processes and re-focused efforts to create a more exciting and interactive atmosphere
oDeveloped a simplified 3-point strategy to identify small but highly valuable customer segments for targeted player development initiatives
·Key player in the development of our multi-property, multi-tiered player loyalty program that linked all six properties.
oDeveloped algorithms for determination of dominant property at the player level and a patented sliding tier scoring methodology
oThe entire project, from initial conceptualization to full implementation at all six properties across four jurisdictions, completed within eleven months
·Company point person for all matters regarding our Customer Relationship Management software/data warehouse applications from the end-users perspective
oConceptualized multiple functional enhancements to the software that yielded numerous time and cost benefits to the properties
May 2003 - Aug 2005
Manager of Database Marketing & Analysis
Property position reporting to the Vice President of Marketing
·Created numerous database and player reports and analysis to guide strategic direction of the property
·Point person for the development and implementation of Direct Bet® - Mississippi’s first direct mail cashless coupon
·Subject matter expert for player tracking system conversion from LSI to CMS
·Continued my competitive analysis and tracking system created at the Isle of Capri
Oct 2001 - May 2003
Regional Database Manager
Property position reporting to the Senior Director of Marketing
·Developed statistical models to track player retention, migration through stratifications, and attrition rates
·Designed new database reports and analyses that developed into regional as well as some corporate reporting standards
·Developed and deployed a comprehensive competitive analysis and tracking system to benchmark reinvestment levels and monitor promotional activity within the market
·Actively involved in the planning, execution and analysis of on-floor promotions, tournaments and special events
Aug 2000 - Oct 2001
Property position reporting dually to the Director of Marketing and the Casino Controller
·Created all Marketing program, promotional, event and database analysis templates incorporating comprehensive revenue and cost elements for a true profit/loss evaluation
·Developed reporting and analysis templates for other departments
·Functioned as the Assistant Entertainment Manager on all headliner acts for the property
·Assisted in the planning and execution of promotions and special events
Mar 2000 - Aug 2000
Direct Marketing Manager
Property position reporting to the Director of Marketing
·Increased hotel occupancy by 15% by managing drop and expiration dates of a high response rate hotel offer
·Developed more efficient procedures for analyzing response rates for direct mail offers
·Key strategist for the planning and execution of property promotions and player parties
Mar 1999 - Mar 2000
Property position reporting to the Slot Marketing Manager
·Acted as interim Slot Marketing Manager as a liaison between the hosts and marketing management team during a long term absence
·Developed productivity reports for all hosts for evaluation purposes
·Participated in the execution of all player parties and special events
Jul 1997 - Mar 1999
Bus Program Coordinator/Marketing Analyst
Property position reporting to the Slot Marketing Manager
·Increased profit per passenger from $8 to $25 over a period of 18 months through effective yield management of arriving groups
·Increased volume of passengers by 10% by developing relationships with highly profitable groups in key markets
·Worked closely with the Player’s Club on a daily basis regarding incoming bus groups and general guest services
·Assisted in the planning and execution of all slot marketing promotional initiatives
Aug 2001 - Present
Degree in progress