Richard A Campbell

**** ******** ***** ( Las Vegas, Nevada 89139 ( 702-***-**** (

abjsuy@r.postjobfree.com

Executive Marketing Management Professional

I am an innovative, results-producing marketing and management executive

with a proven track record of success developing and leading comprehensive

marketing strategies that exceed business goals and objectives for very

successful companies. I possess over 20 years of experience with an

expertise in directing the creation of marketing tools and steering the

execution of marketing programs. Demonstrate success driving growth in

targeted markets through implementation of key projects. I have a creative

vision as a solid leader with skills to build and guide top-performing

marketing teams.

To utilize my skills and experience in a marketing / management executive

position.

KEY AREAS

Strategic Marketing Campaign New Market Penetration / Property

Design Opening

Advertising / Collateral Market Research & Analysis

Development

Internet / Social Media / Mobile Team Building & Management

Marketing

Database Marketing Budget Preparation/Planning &

Entertainment / Special Events Analysis

Public Relations

Professional Experience

IGAMING INTERACTIVE MARKETING / MARKETING DEVELOPMENT October 2013

- Present

AMERICAN CASINO & ENTERTAINMENT PROPERTIES (ACEP LLC) Las Vegas,

Nevada

Establish the online gaming marketing strategy and ensure the integration

with the corporate wide marketing efforts. Develop and implement

tactical online campaigns and analysis of results including CPA and ROI

reporting. Customer segmentation and loyalty program management.

Analysis of online pricing models including CPC, CPA and CPM. Develop

and maintain SEP / PPC strategy including inbound link structures, and

content management. Oversee ongoing CRM models, including player

analysis, customer research and competitive reviews. Complete analysis

of online and offline database, including player life cycle, acquisition,

retention of players both online and offline casino business models.

Ongoing system analysis on slot, player tracking, POS and hotel systems

and develop communication portals of all systems. Develop promotions,

special events and entertainment around acquisition, retention and

reactivation campaigns. Maintain continued analysis of loyalty programs

and achieve ROI goals while growing revenues for operating departments.

Create partnerships with other regional and national businesses to

increase the customer experience through sponsorships and retail trades.

Enhance the entertainment experience offerings for all properties.

Selected Contributions

. Average convergence rate of 24% from online game play to land based

play.

. Increased affiliate marketing conversions by 14%

. Developed corporate wide database modeling strategies and increased

ROI 11% year over year

VICE PRESIDENT MARKETING / MANAGING DIRECTOR April 2011 -

November 2013

CMS GROUP INC Las Vegas, Nevada

Design marketing, management and operations strategies and solutions

for various casino / resort properties in markets in the United States

and international markets. Marketing strategies include, Database

marketing / segmentation, entertainment management and contract

negotiation, market research and feasibility, social media analytics

and strategies, brand development, mobile marketing strategies,

advertising and public relations. Management and operations

strategies include, hotel revenue management, inventory control, human

resources, casino floor design and product mix. Possess the knowledge

and latest information with the constantly evolving technologies in

online social media outlets, the blogosphere, search tools and web

2.0. Manage a team of casino professionals to build the strategies

for a successful casino / hotel operation guaranteed to increase

Revenue and ROI. Manage the overall financial, marketing and

operations of an 18,000 capacity amphitheater and three 300 to 6,000

capacity indoor event centers in central Iowa.

Selected Contributions:

. Critical in the design of Unite - a campaign program created to

integrate casino player databases, hotel databases and POS information

with social media channels and social media analytics.

. A major contributor in the design of business intelligence tools to

understand strengths and weaknesses in the operations of the overall

property operations.

. Designed direct marketing campaigns and mobile campaigns that allow a

12% response rate increase.

REGIONAL DIRECTOR OF MARKETING, March 2010 -

April 2011

HERBST GAMING, LLC Osceola, Iowa

Directed the overall marketing operations of the three Midwest casino

properties including Terrible's Lakeside Casino in Osceola, Iowa,

Terrible's Frontier Casino in St. Joseph, Missouri and Terrible's Mark

Twain Casino in LaGrange, Missouri. Created customer segmentations,

database modeling, life analysis and development of customer

acquisition tactics and loyalty management. Implemented internet

marketing campaigns including social media and mobile marketing

creating new marketing channels to achieve customer growth. Oversaw

brand management, public relations, database marketing, direct

marketing, player development, and loyalty marketing,

Selected Contributions:

. Developed the analytical tools to maintain ROI on all marketing

campaigns and decreased marketing expenses by 18% and increased market

share by 4% year over year at each property.

. Reorganized a customer loyalty program and grew the database by 7%

year over year. Developed a community relations campaign in each

market and developed business partnerships that grew awareness of each

properties goals in the community

. Rebranding of each of the Midwest casino properties to create a brand

strategy and launch an awareness campaign in each market.

CASINO MARKETING CONSULTANT, July 2008 -

February 2010

SCA PROMOTIONS Dallas, Texas

Created budgets and designed strategies for comprehensive marketing

plans encompassing integrated marketing initiatives designed to

penetrate and grow targeted markets for various casinos and resorts

nationally and internationally. Communicated with customers,

management, internal departments, and vendors to coordinate overall

marketing efforts in accordance with each company's goals. Planned

and carried out market research and analyses. Developed and directed

forward-thinking marketing teams. Prepared and managed marketing

budgets over $10-million for each property.

Selected Contributions:

. Designed and implemented an internet and mobile marketing campaign for

a Las Vegas property that created an increased acquisition response by

15%.

. Developed and managed a direct marketing program for a Midwest resort

property that resulted in an increased response rate of over 12%.

. Designed a kiosk system that can be used with various player tracking

systems, including Aristocrat, Bally's and IGT systems, and generated

ROI reports for various marketing campaigns and also included an event

management feature.

. Designed a player's card that can also be used as a MasterCard debit

card and increased the customer loyalty database by over 20%.

VICE PRESIDENT OF MARKETING WESTERN REGION January 2007

- July 2008

TROPICANA RESORTS & CASINOS Las Vegas,

Nevada

Responsible for the overall marketing operations of the six casino /

resort properties in Nevada including the River Palms Resort & Casino,

Tropicana Express, Horizon Casino, MontBleu Resort, Spa & Casino,

Tropicana Resort & Casino and the Westin Casuarina Casino & Hotel.

Each property was specific in marketing campaigns for local and

destination markets.

Selected Contributions:

. Developed and implemented analytical tools to determine ROI on all

marketing campaigns for each property that also helped to reveal cost

savings and reduce expenditures by 6% in the region.

. Designed a central database, combining the databases from each

property, implemented cross marketing campaigns and reduced direct

marketing costs by over 10%.

. Developed partnerships with vendors from all departments of each at

the corporate level and reduced marketing costs by 3% through cross

property initiatives.

. Maintained a marketing budget of over $72 million dollars for the

region also helped increase EBITDA by an average of 4% for each

property.

MARKETING OPERATIONS MANAGER / ADVERTISING MANAGER February 2005

- December 2006

VIP MANAGER / INTERIM TOTAL REWARDS MANAGER Elizabeth,

Indiana

CAESARS INDIANA CASINO RESORT / CAESARS ENTERTAINMENT

Created and implemented profitable promotions and special events as part of

the marketing strategies and using analysis to achieve ROI goals. Prepared

and maintained long range plans and operating budgets. Planning and

analysis of advertising mix of communication to the market and achieved ROI

goals and reduction of cost. Made sure all communications were distributed

to the media including press releases and media kits to all public

relations areas of the community including donations and charitable

organizations. Maintained the call center and the loyalty card program and

striving that guest satisfaction was exceeded at each interaction with the

property.

Selected Contributions:

. Maintained #1 in market share out of 10 casino resorts in the state of

Indiana through strategic marketing.

. Built strong relationships with the Indiana Gaming Commission and was

the leader of the Caesars / Harrah's team in the approval of the Total

Rewards program in the state of Indiana.

. Held a minimum 32% profit margin on all promotions and special events.

DIRECTOR OF MARKETING January 2004 -

February 2005

WINNAVEGAS CASINO Sloan, Iowa

Directed and monitored the supervision and performance of marketing,

player development, sales, database marketing, guest services and retail

operations to exceed business goals. Created and implemented marketing

plans for each fiscal year utilizing market research and demographic

studies. Forecasting and managing operating budgets to increase EBITDA

each fiscal year.

Selected Contributions:

. Streamlining advertising campaigns to maintain the highest level of

exposure in the market while decreasing cost by 23%.

. Developed a public relations department and built relationships with

all media and increased market share by 3% year over year..

. Maintained a marketing budget of over 2 million dollars and reduced

over all marketing expenditures by 14% and held 55% of market share.

VICE PRESIDENT / GENERAL MANAGER, January 2001

- January 2004

MID-AMERICA EVENTS & ENTERTAINMENT, INC Kansas City,

Missouri

Directed and monitored all operations of the finance, sales, marketing

and production departments. Responsible for financial, operations and

marketing of three live performance venues ranging from 1,000 to 17,000

seating capacity, including booking entertainment, audio / visual and

staffing of departments. Planned and executed various regional and

national special events in diverse industries and markets. Consulting

for casinos in analyzing markets and market trends, database, direct

marketing and customer incentive programs to target customers and create

profitable events.

Selected Contributions:

. Increased revenue earnings by over 117% over a three-year period

through planning of events for a national television network.

. Developed a precise analytical report structure for live performance

venues and each department of the corporation and maintained a 43%

ROI.

. Developed and executed marketing plans for segmented markets, with

budgets up to $67 million dollars.

ENTERTAINMENT / PROMOTIONS / ADVERTISING / January 1998

- January 2001

PUBLIC RELATIONS MGR, INTERIM DIRECTOR OF MARKETING, Kansas

City, Missouri

FLAMINGO CASINO / ISLE OF CAPRI CASINO

Assisted with developing market strategy for different market segments

including the development and execution of daily and monthly events and

promotions. Created and executed all advertising campaigns to create a

brand image to the market. Scheduling, contracting, and budgeting

national and local entertainment. Maintained the customer database along

with reinvestment programs to assist in the strategy of achieving the

business financial goals. Developed relationships with the community

including sponsorships, donations and charitable events established to

exceed the public relations campaign and included all communication with

the media.

Selected Contributions:

. Developed relationships with area hotels for stay & play packages and

increased group sales by 18%.

. The marketing leader in the transition from the Flamingo Casino to the

Isle of Capri Casino, the property gained 8% market share during

transition.

. Created an advertising / public relations campaign, was able to reduce

advertising expenditures by 22%

Other Applicable skills /

accomplishments

Extensive customer service training from Isle of Capri Casinos and Harrah's

Entertainment, thorough knowledge of AS 400, LMS hotel systems, Bally's CMS

& HETCMS, Stratton / Warren, IGT Advantage System, Aristocrat Oasis System,

Crystal Reports, Microsoft Office, Word, Excel, Access and PowerPoint,

certified training in public speaking and public relations from KCTV-5

television and Kansas City Star publications.

Education

University of Kansas, Lawrence, Kansas

Business Administration / Marketing

Washburn University, Topeka, Kansas

Business / Marketing

University of Phoenix, Kansas City, Missouri

B.A. Business / Marketing

Licenses & Certifications

Casino Key License - Igaming Interactive Marketing / Marketing Development

- Nevada - 10/2013

Casino Key License - Director of Marketing - Iowa - 03/2010

Casino Key License - Vice President Marketing - Nevada - 01/2007

Casino Key License - Marketing Operations Manager - Indiana - 02/2005

Casino Key License - Director of Marketing - Winnebago Tribe - 01/2004

Casino Key License - Marketing Manager - Missouri 01/1998

Crystal Report Certification - 10/2004 & 6/2014

Aristocrat Oasis System Certification - 10/2004

ASSOCIATIONS

Global Gaming Expo (G2E) Board Member 2007 to Present

Casino Direct Marketing Association Board Member 2011 to

Present

Las Vegas Interactive Marketing Association Member 2012 to

Present

Las Vegas Chamber of Commerce President's Club 2006 to

20010

SPEAKING ENGAGEMENTS / PANEL PARTICIPATIONS (Highlights)

Big African Gaming Summit October 2014

US Online Gaming Forum September 2014

Global Gaming Expo (G2E) (Marketing & Entertainment) 2008 to present

US Online Gaming Summit / Social Gaming Summit June 2014

Kansas Fair & Festival Convention 2003

LDI Show 2001 & 2002

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