Business Development, Account Management, Sales/Marketing Leadership

MINYANNA FARMER

443-***-**** ********.*@*****.*** LinkedIn

Professional Summary

Seasoned marketing professional with 20 years of experience, specializing in sales, relationship marketing, building strong VIP teams and database management. Proven history in generating significant revenue, fostering high-value customer relationships, and utilizing CRM databases for effective retention strategies. Seeking to leverage expertise in strategic planning, team leadership, operations, and market trend analysis in a senior leadership role. Highlighted Skills

Sales Leadership

Database Marketing

VIP Experiences & Gifting

Relationship Selling

Key Account Management

VIP Program Development

Operations

Marketing Segmentation

Project Management

Promos & Events

Business Development

Data Analysis

Sales & Marketing

Team Building & Collaboration

Leadership & Mentoring

Employment History

Charm City Bartending Academy Baltimore, MD

Consultant Strategic Advisor Jan 2019 – Present

• Pivotal role in shaping the academy into a premier institution for aspiring bartenders and diversifying revenue streams.

• Strategically leverage extensive industry expertise to enhance the academy's educational offerings and operational efficiency.

• Instrumental in connecting the academy with the local hospitality network, ensuring that graduates have access to prime employment opportunities.

• Curriculum development, market analysis, and fostering partnerships that align with the program’s mission to provide top- tier bartending education and support Baltimore's economic growth.

• Lead compliance and audits to insure alignment with the COMAR for the MHEC Private Career Schools. BetMGM Jersey City, NJ

Senior Manager VIP Relationship Marketing Jul 2020 – Aug 2023

• Directed and developed a team of initially seven members and grew it to over thirty account management professionals, including regional managers, VIP account managers, senior associates, and associates, and maintained a retention rate of 95%.

• Generated over $1B in VIP gross gaming and sports betting revenue through strategic marketing.

• Oversaw markets in Pennsylvania, New Jersey, Michigan, West Virginia, and Ontario.

• Launched and directed new VIP programs for market expansions to increase customer engagement and revenue.

• Utilized a comprehensive CRM database to anticipate customer needs and implement effective retention strategies.

• Managed customer relationships, including resolving queries and escalations, and overseeing event management.

• Conducted regular business analysis reporting, tracking key performance indicators and measurable objectives, and collaborated closely with CRM, Marketing, Promotions, Customer Service, Risk and Finance departments to leverage performance analytics to optimize results.

• Ensured compliance with all applicable regulations and legislation and implemented risk mitigation to ensure high audit scores.

Caesars Entertainment Baltimore, MD

Casino Marketing Manager May 2017 – Jul 2020

• Established and nurtured strategic partnerships with various community, trade, and business association events, contributing significantly to client base and revenue growth.

• Spearheaded the successful marketing and hosting of eight cross-property client trips.

• Oversaw P/L for VIP Services Department and optimized VIP account management through the effective use of technical data, forecasting trends and budgeting.

• Served as Department Ambassador for a major charity initiative.

• Developed and executed strategic marketing plans to attract and retain a high-value clientele at Horseshoe Casino.

• Managed a team of VIP services staff and coordinated with other departments to facilitate seamless operations.

• Analyzed market trends and customer behavior to inform the creation of targeted promotions and events.

• Oversaw management of the VIP customer database, ensuring data accuracy and compliance with privacy regulations.

• Negotiated terms and managed partnerships and contracts with local vendors. Executive Casino Host Jul 2014 – May 2017

• Managed account portfolio of 600+ clients, successfully generating over $2M in quarterly profits.

• Served as Executive Host Committee Co-Chair.

• Fostered strong relationships with premium-level players to ensure their satisfaction and repeat business.

• Managed customer complaints and successfully resolved issues promptly to maintain the casino’s reputation. Stellar Hospitality Staffing Solutions Baltimore, MD Director of Operations Dec 2015 – Dec 2017

• Successfully negotiated and secured substantial staffing contracts, including those requiring extensive coordination of over one hundred personnel.

• Enhanced operational efficiency by closely monitoring market trends and analytics, leading to the implementation of innovative programs and process improvements.

• Managed a broad range of HR functions, including recruitment, orientation, and retention strategies, while overseeing promotions, marketing, and digital platform design. Authentic Bartending School of Maryland Hyattsville, MD Owner Director May 2005 – Dec 2015

• Successfully managed a comprehensive program, registering an average of 250 students annually.

• Analyzed market trends to develop initiative-taking advertising strategies, leading to an increase in student acquisition.

• Maintained relationships with vendors, sponsors, and third-party suppliers to ensure consistent supply and competitive pricing.

• Ensured corporate and certification compliance, maintained financial records, and led initiatives aimed at team building and student retention.

Education

New Jersey Institute of Technology Newark, NJ

Engineering Science

Morgan State University Baltimore, MD

Electrical Engineering

Additional Skills: Strategic Planning, Data-Based Market Penetration, Gaming & Compliance, Budgeting & Logistics, Contract Negotiations, Relationship Building, Business Strategy, Innovation, Revenue Growth, Product Management, Public Speaking, Excellent Writing Skills, Partnership Expert, Finance & Reporting, Territory Expansion, Program Ownership, Networking, Public Relations, Product Development, Leadership, Negotiation, Sales Forecasting, Budget Management, Market Research, Communication, Problem-Solving, Marketing Campaigns Software Proficiency: Salesforce, Smart Sheet, CRM Platforms, Tableau, Asana, PowerBI, Ariba, Oracle, LMS, Taleo, ZoomShift, Workfront, Microsoft Office

References Available Upon Request

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