• All of the roles as Director of Database and Strategic Marketing in addition to the following• Spearheaded the design, functionality, implementation and continual improvement of a live-time corporate wide Casino Marketing App• Worked inter-departmentally to create hotel offers that allow for online comp booking and traditional methods of booking, while understanding the relational links between multiple technologies• Property super user for back-end gaming system ad-hoc analysis• Act as key liaison between Corporate/Property IT and outside vendors for all database related issues and testing• Primary resource for all player database issues and questions

• Lead Database Marketing team to build an integrated marketing strategy in all direct marketing verticals: Direct Mail, Email, Call Lists, Electronic Offers, Push Notifications, etc. with a budget of over $43 Million• Understood key performance indicators and campaign metrics in order to generate insights and recommendations that optimize campaign performance• Actively participates in property strategy meetings concerning marketing calendar planning, hotel yielding, event analysis, direct marketing analysis, entertainment, player development and other strategic initiatives• Identified opportunities for revenue enhancement and cost control using both historical and forward looking data to create matrices for all core and supplemental direct mail pieces• Established an integrated marketing communications plan for special events, concerts and hotel offers• Research new methods for relationship and database marketing opportunities to target new guests, retain current guests and reactivate inactive guests

• Develop, pilot, refine and transition casino database marketing campaigns and initiatives geared towards generating incremental casino revenue while controlling costs simultaneously• Design and perform hypothesis testing plans in order to drive constant campaign improvement in performance and profitability• Understand key performance indicators and campaign metrics in order to generate insights and recommendations that optimize campaign performance• Manage marketing reinvestment strategy for direct marketing programs and initiatives• Advise senior management on marketing best practices through campaign and customer data analytics• Built Proforma/Postforma analysis tool that incorporates day of week, hourly coin in, average guest counts, average daily theoretical, average trips and strength of promotion to evaluate promotions and direct mail offers, currently being implemented corporate wide

• Responsible for driving profitability through database marketing and direct mail efforts by increasing revenue and/or controlling costs• Provide successful management and implementation of direct mail and other direct marketing programs• Ensures the timely and accurate design, implementation, execution and delivery of the direct programs• Manages the property and vendor flow of direct marketing program requirements and communications• Monitors direct programs, providing recommendations and guidance to the VP of Marketing and the Director of Marketing through evaluation of program effectiveness analysis• Work with Planning and Analysis team to ensure all database marketing and direct mail ROI requirements• Continually looking for ways to improve direct mail/email process to drive revenue and/or reduce costs

• Actively contribute to overall marketing strategy including daily interaction with CEO, other Executives, and managerial peers• Altered Database Marketing mail program from seven segments to over 3,700 segments while reducing reinvestment, increasing Rated Play Days by 15.8% and escalating Player Card usage by 16.6%• Increased casino hotel room nights over 95% YOY through a multi-touch mail program, structured around Player Worth, Game Preference, Recency, Frequency and Distance from Property • Initiated a new member email acquisition program that increased emails received during sign up by over 109%• Instituted the use of Proforma/Postforma analysis for marketing promotions, special events and database/direct mail offers• Created recurrent and ad hoc reports, for all levels of management, that focused on casino marketing, i.e. Rated Play, Free Slot Play, Comp Exception, Acquisition, Room and Event Pacing, Tour Bus Program, Churn, etc.• Ensures the overall integrity of customer database information, and offer structure

• Responsible for all company efforts of the Database Marketing, Direct Mail, Planning & Analysis and Electronic Marketing Departments • Cultivated and strengthened the direct marketing strategies and execution for seven casinos with an annual budget of over $40 Million• Initiated strategies to acquire new rated players that led to 63.4% growth of the Player Database• Successfully led the implementation of a New Tiered Player’s Club Program that lead to 10% YOY growth in gaming revenue• Realized a 33% and 21% increase in 2nd and 3rd visits of patrons within 2 months of sign up by restructuring all properties welcome offers • Directed the institution, training and continual development of the marketing departments use of an enterprise wide business intelligence tool• Responsible for the gaming, hotel and other operational reporting for all levels of management• Managed the casinos’ development of annual marketing plans, budgets, forecasts, and reviews• Oversaw all on property digital advertising signage, including casino floor and hotel room plasma TVs, slot machine/player’s card messaging and outdoor signage

• Developed a successful direct marketing strategy that proliferated and augmented gaming, food, and hotel revenues• Recommended, developed, executed and evaluated effectiveness of all tactical direct mail initiatives, to recapture business, correct segment trends, target competitive vulnerabilities, and launch new product/property introductions, through multiple testing techniques• Oversaw all components of Direct Marketing, customer list development, creative, production, and mail shop activities to ensure timely, cost-effective and productive implementation of direct mail campaigns• Managed a prospecting program to over 300,000 individuals, utilizing multiple direct marketing channels including conventional mail, e-mail, and Personal URLs • Retained a database of competitor reinvestment, direct mail, promotional, and other marketing programs• Translated data into observations and actionable recommendations that improved current business practices and created a better understanding of customer behavior

• Responsible for the recurrent periodic reporting of gaming, hotel, retail, food & beverage, human resources and other operational data for property and corporate level management • Improved and built upon current forecasting and reporting tools that are used at the property and corporate levels• Developed customer segmentation, customer reinvestment, and profitability performance standards for on property events, concerts, promotions, and direct mail offers• Directly supervise the property’s Operations Analyst

• Played a vital role in analytical, tactical and strategic decision making by property, regional, and executive management • Developed and implemented forecasting tools using seasonality, historical market information, capacity constraints, capital projects, regulatory changes, and sensitive proprietary data to present the feasibility of marketing programs • Responsible for extraction, analysis and presenting of customer data on a regularly scheduled basis• Executed backend P&L analysis using customer segmentation, behavior modeling, customer reinvestment, and profitability performance for on property events, promotions, and direct mail offers

• Responsible for direct mail campaigns projects from execution to post-campaign results including: supervision of art design, copy writing, price negotiation, authorizing production, approval of final art pieces, generating offers and attaching lists• Performed and developed revenue, profitability and cost analysis to determine ROS of programs• Corresponded with other departments to have their pertinent information communicated through direct mail and to inform these departments of what offers are being made through direct marketing• Designed and instructed training classes for Total Rewards, Player Development/VIP Services, and Guest Satisfaction departments on responding to and resolving guest issues pertaining to direct mail

• • Consistently demonstrated a positive and upbeat attitude while actively patrolling assigned sections looking for opportunities to surprise and delight guests • Sincerely greeted and introduced self to all guests; used guest name to create a personalized service experience; maintained the perception of luck, celebrated guest wins, offered a warm farewell and added to the entertainment experience • Completed hopper fills, paper fills and jackpot payouts promptly, accurately and with a high degree of personalized service while building relationships with guests• Offered assistance to slot playing customers and explained features of slot machines• Responded immediately to all requests for service (i.e. slot dispatch, slot candle lights, radio, customers) while meeting or exceeding department service standards• Resolved guest complaints through the use of Service Recovery with a sense of urgency and empathy• Kept slot areas clean, secure, and well maintained