Over the course of my award-winning career, I have sat on both sides of the marketing desk—at notable global ad agencies as well as at high-profile companies. This 360-degree perspective gives me the ability to transform analytics into insights and inspire the attention-grabbing creative that yields powerful results.
My B2C and B2B brand development skills have been tapped by established Fortune 500 companies and start-up organizations. From gaming to SaaS, and technology to tourism, regardless of the industry, I generate demand and drive growth.
Customer segmentation, objective-setting, brand positioning, budget calculation, and creative direction.
Talent mentorship, brand training, cultural leadership, and priority determination.
RFP development, procurement administration, contract negotiation and relationship management.
Motivating a team around a common goal, and ability to hold Balancing Stick yoga pose for two minutes.
Scaled-up Guestbook sales by 50% by building the first cross-functional marketing team and led brand repositioning including development of user personas, value proposition, and message strategy. Content marketing, public relations and PPC campaign increased marketing qualified leads 27%.
After Bellagio Resort’s brand awareness declined, partnered with pop culture icons Lady Gaga, Game of Thrones and James Corden to create new social media content generating a 123% increase in engagement, 337% increase in shares, and a publicity value of over $5 million.
As new competitors entered the market, IGT’s leadership position began to slip. A new content marketing strategy garnered over 18,000 page views, 2,200 white paper downloads, and 850 marketing qualified leads, helping to increase IGT’s brand valuation by $1.3 billion and revenue 27% to $4.83 billion.
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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Authored influential white papers and articles designed to inspire new thinking:
“Understanding Boutique Aficionados: Harnessing Actionable Insights,” December 2019
“Changing Hearts & Minds: A New Model for
Data and Insight Integration,” Public Gaming International, April 2014
"Finding Opportunity in Troubled Times," HSMAI Marketing Review, April 2009
“Maximizing the Nine Stages of the Vacation Planning Cycle," MediaPost, December 2008
Noted public speaker and media spokesperson.
Presented at events such as the LaFleur’s and NASPL Lottery conferences and featured speaker for the Advertising Education Foundation.
Acted as media spokesperson for Hoosier Lottery.
Quoted as an industry expert in publications such as Advertising Age, Public Gaming International, and DMNews.
Hubspot certified, Salesforce, Google Analytics certified, Hootsuite certified, Copper, Wrike, Asana, MailChimp, SurveyMonkey, AskSuzy, and all Microsoft Office products
Advertising Education Foundation, featured speaker.
Hospitality Sales and Marketing Association
International, journal contributor and member.
Association for Women in Communications, member.
Professional Advisory Council, Southeast Missouri State University—helped set curriculum and entry guidelines for advertising program.
HSMAI Digital Marketing Certification, 2020
Kellogg School of Management
Innovating New Products and Services, 2013
University of Chicago
Graduate School of Business
Chicago Management Institute, 2007
Southeast Missouri State University
Bachelor of Science, 1993