Supporting the primary blood bank in the southeast with the strategic direction of all paid media, organic social, digital analytics, SEO, and the development of a new website on Adobe Experience Manager (AEM) Sites with accompanying Adobe Analytics integration.

Responsible for the performance of 100 restaurants across 10 states by leading all corporate performance marketing efforts with oversight of database marketing, digital, and guest analytics. Strategic direction of paid media, SEO, SEM, email marketing, and the development of a new guest loyalty program with accompanying CRM platform vendor selection.Designed digital marketing strategies and tactics to drive awareness, trial, and revenue.Leveraged customer data and business analytics to develop strategies for success.Oversaw all third-party agency partners for SEO, SEM, email, paid media, guest analytics, and research.Developed targeted offers to increase frequency of visitation and reduce time elapsed between visits.

Oversaw the creative development and execution of marketing plans to attract and retain casino patrons in a hypercompetitive local market. Leveraged business intelligence to identify trends, create targeted efforts, and guide strategic decision-making. Led a team of 22 highly-effective marketers with six direct reports, spearheading all facets of marketing strategy and operations, including brand, advertising, communications, database marketing, email marketing, Players Club, VIP development, promotions, special events, public relations, charitable giving, and sales.Achieved record-breaking numbers of new member sign-ups by leveraging targeted digital advertising opportunities paired with traditional mass-market media, supported by a creative acquisition offer.Increased market share and grew annual gross revenues from $94M to an all-time high of $120M in a market with 11 other casino competitors by leveraging data-driven marketing plans to foster customer loyalty and increase visitation.Posted record-breaking numbers in the VIP tier of the Players Club by forecasting player lifecycles and enabling VIP Hosts to use data trends and insights to identify and develop potential high-value players.Fostered a culture which resulted in employee engagement scores rising from 60% to 80% through increased mentorship and communication.Built bench strength by developing multiple cross-functional Team Members into capable leaders.

Directed the annual marketing plan to ensure operational effectiveness and maximum profitability. Identified and capitalized on opportunities for revenue generation through engaging promotions and special events. Evaluated and refined marketing programs using business analytics. Deployed an automated email marketing platform and mobile app to accelerate communications and offer delivery. This effort catapulted monthly volume from 100K to 1.8M messages with demonstrated lift in visitation and revenue.

Managed all casino advertising initiatives including television, digital, radio, print, out-of-home (OOH), direct mail, social media, along with signage and collateral. Analyzed campaigns for success and adjusted as needed. Cultivated relationships with local media to influence positive coverage and build brand awareness through effective PR strategies.Rebranded the property producing 5% YoY customer growth by establishing a new logo, brand, and personality.Developed and executed a social media strategy growing Facebook followers 10X with high levels of organic engagement.Created an annual charity poker tournament that raised $200K for a local Children’s Hospital.