Time Sales Marketing Consultant

HEIDI HAMERS

Onamia, MN ***** 218-***-**** adxnzp@r.postjobfree.com adxnzp@r.postjobfree.com

Client obsessed, value creator, and innovative leader with recognized business acumen and diverse skillsets.

AREAS OF EXPERTISE

Strategic-Business Planning Brand Management Media Advertising Analytics Performance Metrics Revenue Management SEO/SEM Sales Process Improvement Email Marketing Market Research Client Services

EXPERIENCE

Marketing Consultant June 2023 - Spirit Mountain Casino, OR

Marketing Consultant March 2023 – Present – Live!, Hanover, MD

Consultant Mille Lacs Band of Ojibwe – January 2022 – Present, Onamia, MN

Marketing Consultant September 2021–November 2022 – Spirit Mountain Casino, OR

Hired to review programming and train the marketing team with acute focus on the Marketing Director

Conducted qualitative and quantitative market research to understand positioning and brand health

Led the business plan development planning sessions and drafted 2-5 year plan

Conducted a 9-box talent review and recommended reorganization

Developed a calendar revenue build for strategic calendar management

Redefined segmentation strategies and enhanced the mail stream through test and control measures

Developed outbound sales strategies for player development

Outlined a player development commission structure to include team, individual, new business and reactivation incentives

Reviewed media schedules and suggested an RFP to onboard a new media buyer and creative agency, saving the organization 5% on media commissions and deploying a more targeted media buy

Recommended hotel yield management tools to optimize revenue; began pace and yield management meetings to set the culture

Created a customer journey map and implemented a longitudinal guest satisfaction VOC feedback tool

Developed the brand persona through fielding a brand archetype study

Retooled the gift program

Drafted the marketing plan to open 3 new food venues

CAREER RELATED EXPERIENCE

VP Marketing Grand Casinos, June 2013 – April 2020

Directed destination marketing strategies and related communication efforts including advertising, digital/social media, direct marketing, promotions and player development. Improved cross pollination by 5% points.

Introduced a sales incentive program through accountability and performance metrics, as well as short time sales incentives, driving triple-digit growth in among target audiences

Developed day-parted promotional programming to lift opportunistic time periods

Developed market segmentation strategies based on frequency of purchase and level of spend, as well as geography and predicted upside

Defined fight zones /sales territories for direct marketing campaigns

Complemented direct marketing efforts with email marketing; used email marketing as a quick response channel

Redefined customer worth with exponential smoothing

Leveraged big data and data insights to drive outcomes

Began programmatic digital marketing

Enhanced SEO and SEM efforts

SVP Product and Marketing Cannery Casino Resorts – Cannery Casino Resorts, March 2010-May 2013

Improved product optimization and marketing performance of The Meadows Racetrack and Casino, Pittsburgh, PA and Cannery Casinos in Las Vegas, NV, as well as led marketing consultant for Jackson Rancheria

Optimized mailbox programming through customer insights and business intelligence platforms

Introduced social media as a marketing channel

Instructed quarterly planning sessions to scan the marketing environment to identify trends, using a SWOT, TOWS and PESTEL analysis format. Drafted the annual business and marketing plan

Developed an acquisition program to attract new business, as well as deployed a saturation newspaper prospecting piece monthly

VP-Marketing Lakes Gaming - Four Winds-Red Hawk Casino, June 2007-January 2010 (opened 2 new casinos)

Corporate VP-Marketing Grand Casino Mille Lacs and Hinckley, October 2005-June 2007

VP-Marketing Harrah’s, December 2002-October 2005

VP-Marketing Treasure Bay Casino, March 2002-December 2002

Marketing Director Park Place Entertainment, September 2000- March 2002

New Horizon Kids Quest Director of Marketing, October 1998-September 2000

Director-Marketing Grand Casino Coushatta, December 1994-September 1997 (opening team)

Market & Research Analyst Grand Casinos, March 1992–December 1994

EDUCATION

St. Cloud State University St. Cloud, MN

Bachelor of Arts (B.A.)-Social Science Sociology GPA:3.62

Carlson School of Management Minneapolis, MN

Certificate-Data Science in Organizations Corporate Strategy

Harvard Business School Boston, MA

Certificate-Executive Education Disruptive Innovation

PROFESSIONAL MEMBERSHIPS

Member-National Honor Society of Phi Kappa Phi St. Cloud State

Onamia Civic Associate

Maggie Valley Chamber of Commerece

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