Corporate Director of Marketing
Resorts International, LLC
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