Experience

Affinity Gaming

• United States
• Hospitality
• 100 - 200 Employee

• Director of Marketing

  • Feb 2018 - Present

  -Work closely with property and corporate marketing personnel to develop the property event calendar and promotions. Work with agency in order to create all collateral needs including but not limited to direct mail, property static and digital signage, website, billboards and employee collateral. Making sure all items are completed on time and within brand standards. -After internalizing direct mail and outsourcing creative services implemented and direct property direct mail campaigns including monthly core, new member, inactive, cross property, party invites and any additional one off campaigns. -Work with property analyst to develop property budget then building a marketing plan to meet the property goals. Individual budgetary responsibilities include marketing department P&L, Free Play expense, all Contra expense, gaming volumes and hotel revenues. -Leverage advertising budget to maximize added value. With the property model being that of a locals casino and a value based destination market hotel utilize the best media sources to promote each entity and its related message. -Work with the hotel department in coordinating marketing efforts, convention business and peak cash/OTA business to appropriately yield room inventory. Offer support as needed in order for the call center to be effective with guest bookings. Coordinate efforts between online advertising and hotel needs. -Monitor market comp set in order to stay competitive with marketing calendars that counter promotions and events. Evaluate comp set direct mail campaigns to remain competitive and maintain appropriate level of reinvestment. -Manage a staff of a Marketing Manager, Marketing Specialist and a team of Executive Casino Hosts. With a merged Players Club and Cage indirect oversight of Player Services. As a member of Senior Management completed Manager on Duty shifts. Show less



Belle of Baton Rouge

• United States
• Gambling Facilities and Casinos
• 1 - 100 Employee

• Director of Marketing

  • May 2014 - Jan 2018

  -Managed oversight of communication materials to include property newsletters, daily bulletins, billboards, newspaper and other external communication, website oversight (internal and external) and in house ads. Ensured there was correct applications and oversight of graphics, logos and copyrighted materials to ensure compliance with company policies and gaming regulations. Oversaw hotel/casino materials including tracking, coding, special offers and redemptions. Ensured communication materials including direct mail pieces met established standards. Scheduled and booked all entertainment.-Managed oversight of database(s) and effectively interpreted information to plan future marketing promotions and events. Developed marketing campaigns aimed at qualified play and players. Promoted programs aimed at premium and preferred players. -Forecasted effectiveness of promotions/programs and identified and forecasted effectiveness of new promotions/programs. Responsible for department P&Ls and forecasting expenses. Created and developed casino marketing program budgets and strategies with the assistance of staff.-With increased market competition, developed new direct marketing campaigns and completed database segmentation testing. Positive results include increasing rated trips, increasing redemptions and driving theoretical lifts of those that redeemed.-Transitioned the property from using SCA kiosk system to MGT kiosk system. Created and built all promotions that were executed through the kiosks. Ran reports weekly to monitor the effectiveness of these promotions and made adjustments as needed.-Executed management responsibilities including interviewing, hiring and training employees. Planned, assigned and directed work to be done. Evaluated performance rewarding and coaching employees based on performance.-Increased overall downtown market revenue share from 43% - 46% improving best market share month to 53.3%. Show less

• Marketing Manager

  • Aug 2013 - May 2014



Pinnacle Entertainment

• United States
• Hospitality
• 400 - 500 Employee

• Regional Senior Database Marketing Specialist

  • Jun 2012 - Jul 2013

  -Pull and segment lists for all direct mail for Lauberge Lake Charles and Lauberge Baton Rouge. Had also completed these tasks for Boomtown New Orleans and Boomtown Bossier City. Proof, edit, approve and validate direct mail pieces, which include monthly mailings, party invitations, bonus offers, tournament mailings and e-mail blasts. -Received training in SAS applications. Utilize SAS, CAS, ACSC, Microsoft Office. In utilizing these tools I am able to extract my segmented lists, create offers in ACSC, attach offers (including eBonus, cash and food) and retrieve the mail files which are supplied to the direct mail houses. -Assist the property with the needs they may have in resolving patron issues, completing promotions and fulfilling direct marketing needs. -Work closely with the properties and regional graphic design department to ensure projects are completed and completed as requested. Show less



Beau Rivage Resort & Casino

• Gambling Facilities and Casinos
• 700 & Above Employee

• Regional Senior Analyst CRM

  • Oct 2011 - Jun 2012

  -Pulled and segmented list for Gold Strike Tunica and Beau Rivage Resort & Casino New Member/Bounce Back campaigns. I was also responsible for proofing, editing, validating and approving this campaign. Created a Standard Operating Procedure for this campaign and trained others to be able to complete this campaign. -As needed, assist with various direct mail campaigns. This includes but is not limited to FreePlay adjustments, offer attachments, exporting and importing groups for offer enrollment and data verification. Also, assist with proofing direct mail and system verification for correct offer attachment. -Work with e-mail reporting. By working in Aprimo I am able to pull some standard reports. With that information I am able to put together information and reporting on e-mails sent, open rates, bounce rates, spam rates, opt out rates, as well as advanced reporting for open rates based on subject lines, opt out rates based on subject lines and open rates based on weekday and time sent. -Assist with marketing events when needed. This included working with the Treasures promotion that occurred at Beau Rivage and traveling to Gold Strike and assisting with the success of the promotion there as well. -Work with systems including: IGT Players Club, Aprimo Campaign Management, SQL and Access. Show less



Boomtown Casino & Hotel New Orleans

• United States
• Gambling Facilities and Casinos
• 100 - 200 Employee

• Direct Mail Manager

  • Sep 2010 - Aug 2011

  -Pull and segment lists for all direct mail and digital campaigns. Proof, edit, approve and validate direct mail pieces, which include monthly mailings, party invitations, bonus offers, tournament mailings and e-mail blasts. These campaigns totaled approximately 100,000 pieces each month. -Responsible for compiling the direct mail budget and staying within the budget to maintain property and company financial goals. I have accomplished this by working with and maintaining good relationships with print and direct mail vendors to get the best quality and price. -Received training in and utilize CRM Epiphany Outbound Marketing List Pull System (LPS) and Campaign Automation System (CAS). In utilizing these tools I am able to extract my segmented lists, create offers in ACSC, attach offers (including eBonus, cash and food) and retrieve the mail files which are supplied to the direct mail houses. -Assist guests who call in regarding their offers. When a guest has qualified play (ADT/ADL), attach appropriate offers to their account or work with the Guest Experience Manager to get issues resolved. Assist with database maintenance when guests call in regarding information changes. -Assist with all marketing events. These events include, but are not limited to handling all aspects of concerts in the absence of the Entertainment Manager. Working registration at player event parties, help with gift distribution and attaching eBonus and distribute prizes during promotions. -As part of the management team participated in team member building exercises that helped in performing as a manger and assist with the strategic planning for the property in order to achieve goals. Show less



Horizon Casino Hotel

• Marketing Manager

  • Jul 2009 - Sep 2010

  -Planned, forecasted and evaluated all database marketing that was designed to increase trip frequency, increase database counts and increase win. This included but was not limited to pulling extracts from the database, database segmentation, promotional setup and fulfillment. -Planned, created and executed all property promotions. Wrote and submitted gaming rules to the Mississippi Gaming Commission. Worked with graphics department to come up with creative collateral and campaigns. Maintained close ties with various departments so that events and promotions were appropriately planned for and executed. Dealt directly with patrons in executing promotions and events. -Worked with corporate graphic department in developing property collateral including property signage, direct mail, ad campaigns and informational pieces. Responsible for creative requests, proofing, and approving artwork. Also, responsible for working with approved vendors for order fulfillment, completing purchase orders and placing collateral in its designated area. -Oversaw the scheduling, training, development, evaluation ratings and other employment actions for the marketing staff. In Directors absence, would be responsible for the day to day operations of the marketing department and resolve any issues that would occur. Show less



Sam's Town Hotel and Gambling Hall

• Operations Analyst

  • Nov 2005 - Jul 2009

  -Responsible for implementing and monitoring efficient methods for collecting, reviewing and utilizing guest feedback. In doing so, created and maintain an effective guest response program. Respond to all guests NBRI (National Business Research Institute Inc.) surveys, letters, e-mails and personal service issues. -Lead committee member on the Branded Customer Service Committee. This committee is focused on branded customer service that will coincide with the launch of Boyd Gaming’s Player Club program B Connected. -Issue comps in accordance with company policy to assure that the guest/company relationship is maintained in the event should an issue arise. -Utilize LMS to assist in the research of guest inquiries when they have experienced service or room issues in our hotel. -Maintain close ties with all casino departments including but not limited to Security, Food and Beverage, Marketing, Hotel, Slots and Table Games in order to assure and maintain a standard of quality service. Assist with the resolution of customer service issues in these areas should they arise. -Proof, edit, approve and validate direct mail pieces, which include monthly mailings, party invitations, bonus offers, employee pocket calendars, Chairman’s and VIP letters. -Assisted with the transition from using an outside direct marketing vendor to internalizing all direct marketing programs. Responsibilities during and after this transition include creating a direct mail schedule, create all direct mail matrices, create all groups and offers in AS/400. -Assisted with the transition/implementation of Sam’s Free Slot Play (eBonus) and Sam’s Free Table Play (promo chips). -Instruct support staff in work methods and processes. In order to meet departmental goals and objectives, tasks had to be properly assigned and followed up on to assure deadlines and guidelines were met. -Assist with all marketing events. -Received training in COGNOS and eBonus applications. Show less



Fitzgerald's Casino Hotel

• Direct Marketing Coordinator

  • Nov 2004 - Oct 2005

  -Maintained Mississippi Gaming Commission Self-Exclusion log within company system (ACSC). Also kept a spreadsheet of excluded individuals as a point of reference. -Proofed, edited and wrote various direct mail pieces which included monthly preferred mailings, event postcards, and special event invitations. Created monthly matrices. -In ACSC, created promotion codes, extracts, groups, and blocks in order to appropriately match a corresponding direct mail offer or event invitation into a patrons account. -Helped with database maintenance. Combined duplicate patron accounts, change of address, point adjustments, assisted in return mail, and check patron account activity. -Assisted patrons who would call in regarding monthly mail issues, change of addresses and general casino happenings/promotions. -Community services included participation in various functions at Robinsonville Elementary School and the Boys & Girls Clubs of the Mississippi Delta. -Completed training for Access 2003 –Level 2 at New Horizons Computer Learning Center. -Greeted guests arriving on tour buses. Distributed casino coupons, player cards, and completed proper invoices as to record tracking, passenger numbers and operator bonus. -Assisted with input of guest entry for tracking purposes, scheduling of bus groups, and general office tasks as to get a general understanding of casino operations. -Worked at Guest Services, issued comps, cashed direct mail offers, printed cash back checks. Show less