Leading brand and digital transformation at Mille Lacs Corporate Ventures (MLCV), particularly focusing on Grand Casino. Directing the company's consumer strategies by integrating brand, design, data, and technology to deliver cohesive, engaging, and enjoyable customer experiences. Oversees several business units including Grand Casino's in-house Brand Marketing Agency, Digital (Websites, Apps, and Performance Marketing), Information Technology, Consumer Insights, Loyalty, and Data Science to implement a vision that propels business growth.

Responsible for the growth, support and scalability for the digital ecosystem and marketing capabilities of Mille Lacs Corporate Ventures (MLCV). Designed and built the in-house Marketing Agency and Office of Digital Innovation, which houses the enterprise project management office. MLCV operates four separate lines of business: gaming, hospitality, in-district investing (retail, QSRs, more) and government contracting.Learn more about MLCV here: https://mlcv.com/

I transitioned from the agency side to exemplify strategic success and subject matter expertise (SME) for Mystic Lake and Little Six Casinos business units (BUs). I identified and road-mapped brand and digital experiences, augmenting brand equity and optimizing talent to exceed revenue goals. Further, I worked with agency and vendor partners on scope of work, core deliverables, timelines, and accountability for digital, social gaming, media, creative, and brand partnerships. When promoted into the director role, I also oversaw a team of 30 mission-oriented marketing professionals in 5 departments, each with its own individual budget.HIGHLIGHTED ACHIEVEMENTS• Steered transformation to digital focus to prepare for next iteration of gaming, piloting forward-thinking strategies and tools like Sitecore, Adobe, and JoinGo to devise robust marketing automation and future-ready ecosystem.• Built revolutionary digital marketing team, dramatically improving talent pool to make sure all agencies were utilized properly and expanding by over 1,300%, from just 2 to nearly 30. • Led industry development and launch of Mystic Slots social casino game, the fastest monetizing white-label app in portfolio, exceeding revenue projections by 68% and inspiring other casinos to adopt model. • Spearheaded digital and brand marketing efforts for first-of-its-kind founding sports/Tribal gaming partnership with an NFL team, Minnesota Vikings. Leveraged team IP to build one of the first partnerships between a professional football team and a social gaming platform to create team specific iGaming content.• Played pivotal role in supporting expansion of convention center and hotel remodel, contributing to 7 consecutive years of record net earnings and growth.

Built and led the digital and interactive strategy for Mystic Lake Casino Hotel and Little Six Casino.📍Web, Mobile App & Social Casino/iGaming StrategyFocused on delighting guests by connecting a brick-and-mortar business to online and mobile experiences. Managed all e-commerce and interactive product platforms for the brand, including strategy, P&L, design, web development, acquisition, testing and reporting. Leveraged a combination of data analysis and user research to identify high-impact improvement opportunities across web and mobile applications.📍Media Led strategy development and execution for paid and owned marketing channels such as search (SEM), social, SEO, display, retargeting, partners, PR and influencers. Leveraged key data point triggers, dynamic content and customer behavior to target, attract, acquire and engage customers.📍Marketing Technology Owned and defined the marketing technology stack to increase automation and personalization capabilities that enhanced communication efforts across customer journeys. Was the primary liaison between marketing, IT and agency partners when investigating and implementing new technologies and solutions that helped drive efficiency, revenue and customer engagement. 📍Email, Push & SMS EngagementSpearheaded email and mobile strategies to drive guest acquisition, retention and increased frequency and spend. Collaborated with internal marketing teams to optimize and execute strategies developed in context of channel best practices based off of KPIs.

In this role, I developed a deep and instrumental understanding of agencies by supplying the voice for many of world’s leading brands. By utilizing a holistic approach, I melded traditional marketing and PR with avant-garde social and digital marketing, fostering and nurturing respectful client relationships. Additionally, I melded client vision and sophisticated data to market products and services, run campaigns, and assess performance, measuring return on investment (ROI) against key performance indicators (KPIs).HIGHLIGHTED ACHIEVEMENTS• Recognized as esteemed 3M Executive Benchmark for launch of 3M healthcare blog.• Honored with multiple award wins for groundbreaking Victaulic campaign, including PR News Social Media Icon Award for Facebook and Brandon Hall Group Excellence in Sales and Marketing Award.

Assisted with the development and execution of integrated marketing communication campaigns as a member of Padilla's technology and manufacturing practice. Provided traditional and digital media relations, writing, research, event planning, marketing and advertising support for B2B and B2C Fortune 500 and 1000 clients such as 3M, Rockwell Automation, Cargill, Imation, Memorex, Oshkosh Defense and LogicPD.

Assisted public relations director with the development of written press materials, media relations, integrated marketing communication campaigns and social media marketing. Successfully placed pieces that gained multichannel attention. Tracked results as well as researched for and assisted with the execution and management of public relation and marketing events that led to invaluable exposure for leading regional, national and international clients including: Nike, Pizza Hut, Subway, Caribou Coffee, HealthPartners, Kelly Benefit Strategies Pro Cycling, Medifast and more.