NeoPollard Interactive  2020 to present

Head of  Marketing
Created holistic line of marketing and analytics services that increased corporate revenue over 57% YOY, exceeding targets by 17%. Hired a team of analysts, marketers, and UX professionals to generate compelling online player experiences for Alberta, New Hampshire, Virginia, North Carolina, and Michigan-based gaming organizations. Won EGR’s Acquisition and Retention Partner of the Year award in 2022.

• Acquisition and performance marketing program attracted over 596,000 First Time Depositors, a 35% YOY increase, while reducing CPAs 26%

• Retention/VIP program drove $992 million in deposits annually, engaging 1.1 million players in network of  iGaming and sports betting brands

• As a part of the executive leadership team, responsible for establishing revenue targets and annual strategic plan while representing the company at industry conferences

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Mighty Forces Consulting  Las Vegas, 2019 to 2020

• BetConstruct US - Led the go-to-market strategy to introduce BetConstruct to the U.S., including brand and product positioning, sales enablement initiatives, development of website architecture, and social media content.

• The Guestbook - Built cross-functional marketing and business development team for SAAS cash back rewards and loyalty program. Conducted user research to develop personas, value proposition, and new brand positioning while developing go-to-market roadmaps for new product launches. Implemented lead generation and content marketing strategy that increased MQLs 27% and sales 50%. Developed customer success plan that reduced churn by 15%. Responsible for delivering monthly financial analysis and KPI report.

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Bellagio Resort  Las Vegas, 2018 to 2019
Vice President of Brand Strategy

Led advertising agency partnerships as well as relationships with corporate centers of excellence to ensure brand consistency. Developed guest journey mapping process that led to new understanding of target segments. Initiated new procedures for monitoring brand health for Bellagio and competitive set, while establishing brand architecture model and brand training methods for new and existing employees.

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IGT/GTECH Gaming 
Vice President of Marketing & Player Engagement, Providence, 2015 to 2018
Established IGT’s first internal agency comprised of researchers, brand strategists, copywriters, and designers to ensure that insights garnered through market research were transformed into actionable value propositions and compelling creative campaigns. Led development of the product architecture categorizing and renaming IGT’s 80 lottery products. Directed company-wide brand evolution establishing the “Modernizing Play” positioning and a more progressive visual identity, increasing IGT’s brand valuation to $1.3 billion.

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Vice President of Marketing & Product Innovation, Chicago & Indianapolis, 2011 to 2015
Directed a 30-member multi-disciplinary marketing group, responsible for product development, research, advertising, shopper marketing, promotions, interactive marketing, and public relations for the Illinois and Hoosier Lotteries. Wrote annual business plan, owned all consumer engagement strategies, and was accountable for delivering a 9% CAGR and a playership increase of 12% with a reduced annual marketing investment. Initiated agency reviews for advertising and promotions partners and negotiated contracts exceeding $100 million.

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David&Goliath   Los Angeles, 2008 to 2011
Account Director | Monte Carlo Resort, New York-New York Hotel & Casino, California Lottery

Repositioned Monte Carlo Resort & Casino as “Unpretentiously Luxurious” to differentiate the intimate, yet moderately-priced hotel from other mid-tier options. Redesigned montecarlo.com to increase user engagement and optimize cross-sell opportunities via contextual recommendations, social media feeds, and video. Initiated brand orientation program that educated all 2,000+ employees on their roles in helping guests “Feel Rich” during their stay. Managed California State Lottery account to support for all 50+ games with an annual budget of $35 million and acted as brand steward, integrating efforts with five other marketing firms.

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BBDO    Chicago, 2005 to 2008
Vice President | New Business Account Director

Responsible for prospecting and acquiring new business for BBDO. Served as the “agency’s agency”
by developing and executing marketing and public relations programs.

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DDB Worldwide   New York, 2002 to 2005
Account Supervisor | New York Lottery and Subaru

Supervised agency staff and daily operations for the $75 million New York Lottery account, including integrated advertising programs, retail promotions, and events. Led regional advertising efforts for Subaru.

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McCann   Los Angeles, 2000 to 2002
Account Supervisor | Cathay Pacific Airways and Mexico Board of Tourism

Managed North American marketing efforts for Hong Kong and Mexico-based hospitality accounts, totaling $22 million in billings.

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Leo Burnett   Chicago, 1998 to 2000
Account Executive | Walt Disney World Resorts and Disney Cruise Line

Oversaw strategic development, creative execution, and production for all CRM lead-generation programs. Trained Disney call center ambassadors on brand values.

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R&R Partners   Las Vegas, 1998
Senior Account Executive | Excalibur Hotel & Casino

Responsible for strategic planning, account profitability, and coordination of a seven-member team.