Matt Reback Email & Phone Number

Las Vegas, Nevada, United States

Atlanta, Georgia, United States

Las Vegas, Nevada

• Worked with private equity investors to execute successful IPO in January 2018 (NYSE: AGS)
• Managed P&L for $280M Slot and $10M Interactive business units, as well as eight direct reports and 300+ employees in global offices: Tel Aviv, Las Vegas, Hinkley (UK), Atlanta, Kiev, and Oklahoma City
• Identified and completed acquisition of Real Money Gaming (RMG) company, Gameiom, designed commercial strategies for new RMG business, negotiated commercial agreements, grew business by 1500% from acquisition, and.
• Grew product sales by 900% and increased Gaming Operations revenue by 30% between 2016 and 2019
• Managed Product Management and Product Marketing function including product release and product lifecycle management

• Responsible for demand generation for all products in N. America, S. America, and Europe
• Set strategies and manage multi-million-dollar marketing budget including advertising, trade shows, PR, social media, digital media, and sales support tools
• Manage product life cycles for interactive products, slot, and gaming systems

Las Vegas, Nevada Area

Fort Worth, Texas, United States

• Pavlov is a full-service ad agency offering Branding, Creative, PR, Digital, Web Design and SEO.
• Relaunched a client's primary product brand, including brand identity, positioning, and tone of voice
• Developed comprehensive brand strategies for gaming and entertainment clients
• Generated creative strategies designed to communicate strategic brand messages to target customer segments
• Crafted positioning statements that became the foundation of key messaging platforms
• Redesigned client website to deliver a user experience (UX) aligned with the brand identity, include new search functionality to enhance customer engagement, provide additional dynamic marketing/messaging.

Sunset Station, Henderson, NV

• Responsible for managing a multi-million-dollar annual budget with full P&L responsibility, as well as daily operations of the Sunset Station Casino and Hotel
• Create and manage marketing strategies including database, advertising, PR, brand, promotions, player development, and events
• Maintain a metrics-driven approach to property management leveraging performance data to create strategies designed to drive top and bottom-line growth

• Responsible for driving business volume to the flagship $132M gaming revenue property via brand-driven business strategies focusing on guest service, entertainment, events, promotions, and advertising
• Managed data base including guest acquisition, segmentation, retention, and reactivation strategies
• Leveraged customer insights to develop and manage one of the most successful new promotional models in the history of the property, generating $300,000 in incremental revenue per week at 78% margins
• Managed an annual marketing budget of $26MM and a team of 34 direct and indirect reports including managers, supervisors, coordinators, clerks, and analysts
• Managed an internal advertising team responsible for the generation of new creative and development of media strategy, including traditional and new/social media
• Created and executed a direct mail customer reactivation strategy responsible for profitably reactivating thousands of inactive guests and driving more than $600,000 in initial incremental revenues from previously.

• Responsible for directing all aspects of the strategy, growth, and world-wide expansion of the company’s brands
• Managed sponsorships with high-profile athletes (e.g., Anderson Silva, Chuck Liddell, Clay Guida) and professional sports leagues (e.g., UFC, Pride, Strikeforce, Lucas Oil Truck Series), resulting in product placement.
• Primary responsibility was to manage go-to-market turnaround strategy, including brand strategy, channel strategy, business process improvement/redesign, operations cost management, marketing strategy overhaul, and.
• Aligned product development with brand and channel strategies
• Developed relationships with strategic licensing partners resulting in more than 600% increase in sales volume through new big box channels

• Managed an annual budget of $8.7MM and a team of direct and indirect reports including managers and analysts
• Managed advertising agencies responsible for the planning of $43MM in media, generation of new campaigns, market research to test creative platforms, creation of names and logos, and advertising style guidelines
• Leveraged attitudinal and behavioral segmentation to develop and refine target customer profiles for each brand
• Co-designed comprehensive brand health metrics program for all brands in the portfolio. Harrah’s properties experienced positive brand health growth ranging from 5-11% during the first three waves of research
• Created and activated comprehensive Customer Experience Guidelines to operationalize the Harrah’s brand at all properties, including the creation of new on-property experiences designed to support core brand identity.
• Developed Harrah’s Resort brand extension to create a differentiated experience by signifying an enhanced and elevated amenity set at several Harrah’s properties. The new brand experience, coupled with new advertising.

• A Global Consulting Firm Focusing on Business Strategy
• Developed new, go-to-market strategy for global motor sports manufacturer designed to increase domestic market share
• Developed new channel marketing strategy for international appliance manufacturer to optimize product/channel mix, eliminate unprofitable products and channels, and protect channels against aggressive competition
• Developed market opportunity assessment and quarterly sales forecasts
• Co-authored article published in the Trademark Reporter entitled “Trademarks and Marketing” (91 TMR (2001))
• Created and implemented Academic Affiliate Program as successful business development tool

Juris Doctorate

Activities and Societies: Law Review

Ba, History

Activities and Societies: Phi Alpha Theta History Honors Society; Alpha Tau Omega Fraternity-Executive Officer; UCLA Varsity.