LORRAINE CEBOLLERO

**** ****** *****, *** *****, NV 89128 702-***-**** (Cell) (

acg90w@r.postjobfree.com

MARKETING EXECUTIVE

Strategic marketing executive with over 15 years of senior management

experience directing marketing operations for successful gaming

resorts.

PROFESSIONAL EXPERIENCE

Director of Marketing

Spirit Mountain Casino ( Grand Ronde, Oregon ( Sep 2012 - Jan 2014

Largest casino and entertainment destination in Oregon.

Oversaw all marketing departments including advertising, PR, player

development, players' club, special events and entertainment, database

analysis, call center, transportation and sponsorships.

. Reversed 5 yr. negative revenue trend to 4% increase YOY in 2013.

. Oversaw redesign of PD department resulting in year-over-year

unprecedented numbers from VIP segment.

. Redesigned segmentation of direct mail

. Updated branding messages to be more impactful.

. Oversaw changes to hotel yielding resulting in millions of additional

gaming revenues from lodge guests.

Corporate VP of Marketing

Grand Casinos Mille Lacs/Hinckley ( Onamia, Minnesota ( Apr 2010 - Aug 2012

Largest tribal-owned casino company in Minnesota.

Hired to define the strategic restructure of the marketing department for

Grand Casino Mille Lacs, Grand Casino Hinckley, a cinema, a grocery store,

convenience stores, and a golf course within agreed upon timeline. My two-

year tenure ended March, 2012, asked to stay as consultant until Aug. 2012.

Successfully completed my primary and secondary deliverables to the company

. Changed the paradigm for the creation and implementation of an effective

marketing plan, working with the Executive Team to determine current and

future strategic goals and objectives.

. Restructured Player Development department to closely align departmental

goals with company objectives.

. Led the centralization of reservations departments.

. Initiated the adoption of a hotel revenue management system.

Consulting Director of Marketing and Advertising

Inn of the Mountain Gods Resort and Casino ( Mescalero, New Mexico ( Oct

2009 - Apr 2010

AAA four-diamond Tribal-owned casino enterprise.

Hired as a consultant to train tribal replacement to oversee the marketing

departments for all tribal entities including two casinos, Ski Apache, golf

course and retail center.

VP of Marketing

Pechanga Resort and Casino ( Temecula, California ( May 2007 - Aug 2008

AAA four-diamond leader in the gaming resort industry, with 4.5K employees.

Directed operations for multiple departments: Player Development,

Advertising, Public Relations, Sports Sponsorships and Donations, Casino

Promotions and Special Events, Players' Club, Bussing, and Entertainment

and Database Management.

. Created a mix of marketing products that repositioned Pechanga as the

industry leader in the Southern California market in technology,

reinvestment %, promotional excitement, and top-of-mind awareness.

. Defined and restructured bonusing tools after system conversion from

Aristocrat to Bally.

. Spearheaded sweeping redesign of Player's Club based on new player

tracking system to boost competitiveness of benefits and services -

increased tracked play 20% in first 3 months of rollout.

. Directed total re-branding of property to enhance marketing efforts:

Revamped media buys to align with goals of target market; hired/directed

ad agency in branding/design of media elements, resulting in new

commercials, radio/print ads, and all collateral, stationery and

signage.

VP of Marketing

Jackson Rancheria Casino, ( Jackson, California ( Feb 2006 - May 2007

Tribal-owned casino company, with 2K employees.

Piloted advertising and public relations activities, including

design/production/placement of print, radio, television, and billboard

advertising, and performed research/analysis to track and measure success.

Oversaw host staff recruitment, training and development, monitored

productivity, and created incentive program and comp policies to encourage

retention. Oversaw CRM and player database management. Developed targeted

promotions and events - including slot/blackjack tournaments and players'

parties - to enhance player loyalty.

. Brought focus to goals through development of an insightful marketing

plan that offered a clear positioning statement and established target

audience.

. Generated 25% hike in signup through strategic redesign of Players Club.

. Boosted Internet traffic 25% through development of new website.

Director of Marketing and Advertising

Lady Luck Resort and Casino, ( Las Vegas, Nevada ( Feb 2003 - Feb 2006

Gaming property, including hotel, with 2K employees.

Oversaw marketing efforts of multiple businesses including Lady Luck

Casino, Timbers Bar and Grills and Triple George Steakhouse. Led

marketing/growth activities for all company entities.

. Created and implemented new and proactive marketing plan.

. Redesigned players club resulting in 15% increase in club membership.

. Restructured the slot reinvestment matrix to maximize company's

investment dollar.

Director of Marketing and Advertising

Riverside Resort and Casino ( Laughlin, Nevada ( Mar 2002 - Feb 2003

Gaming and resort property.

Oversaw Advertising/Public Relations, Player Development, Special Events,

Players' Club, and Database Management.

. Created innovative, multi-tiered host compensation program that

realigned employee objectives with corporate profitability goals.

. Maximized reinvestment dollars through strategic restructuring of the

slot reinvestment matrix.

. Raised participation level of area residents through development of a

Local Pride program.

. Unified efforts of cross-organizational departments by initiating and

supporting collaborative communication, as well as inclusion in the

creative process.

Director of Casino Analysis

Harrah's Rio All-Suite Resort and Casino ( Las Vegas, Nevada ( May 2000 -

July 2001

Gaming company, a subsidiary of Harrah's Entertainment, Inc., the world's

largest provider of branded casino entertainment.

Evaluated and delivered recommendations on discounting, complimentary, and

related marketing programs/events to ensure optimum spending.

Produced/analyzed bet tracking/rating statistics, and evaluated player

group promotions for return on investment. Created reports to review use of

comps as marketing tools. Provided technical expertise and training to

Table Games personnel to maintain consistent player ratings.

Developed key policies and procedures for complimentaries and exceptions,

initiated telemarketing program, and reviewed both international and

domestic marketing programs for cost benefits. Monitored and measured

Executive Hosts for productivity and service. Designed and implemented

discount software program.

CAREER NOTE: Additional history includes:

. Caesars Palace Resort and Casino ( Las Vegas, Nevada ( Nov 1979 - Jan

2000:

Director of VIP Services, Casino Manager, Shift Manager, Floorperson,

and Dealer

. Adjunct Professor at UNLV: Taught Casino Operations and Casino

Marketing.

. Consultant and Short-Term Assignments for a number of gaming properties

domestically and abroad including ACEP, Barona Resort & Casino, Downtown

Grand LV and UNLV International Gaming Institute.

EDUCATION

Master of Business Administration (Emphasis in Statistical Analysis)

University of Nevada, Las Vegas

Bachelor of Science in Hotel Management

University of Nevada, Las Vegas

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