Call Center Business Development

Jenny Cross

McKinney, TX • 469-***-**** • *************@*****.***

Marketing & Sales Executive

Results-oriented executive with 25 years of experience in marketing, sales and business development. Brand ambassador who collaborates effectively with all team members to execute on KPIs. Highly organized, innovative, and purposeful. Able to manage multiple projects while exceeding deadlines. Effective communicator. Strong work ethic and commitment to excellence. Proven experience in developing high-performing teams and executing marketing programs to drive results. QUALIFICATIONS

Brand Management

Lead Generation

Database Marketing (CRM)

Digital Strategy (SEO, paid media, social & content) Reputation Management

Event Management

Traditional & Programmatic Media

Public Relations & Media Spokesperson

Financial Analysis & Forecasting

Call Center Management

Corporate Partnerships

Online Educational Platform Development

PROFESSIONAL HISTORY

ENTERHEALTH (Plano, TX) 2017 -2024

Vice President of Marketing & Sales

Administered entire sales cycle from lead generation to patient conversion for a private-pay behavioral healthcare leader. Successfully developed and executed marketing strategies resulting in a 15% increase in residential and outpatient conversions year over year. Conducted annual competitor analysis and market research to identify new opportunities compared to other businesses in the behavioral health vertical. Managed 24-hour call center to service leads from those in need of treatment. Developed customized treatment offerings based on patient and funders needs. Managed and monitored a $2.5M marketing budget, working closely with accounting team members to forecast spending and overall profitability. Identified KPIs to determine Enterhealth’s strategic, financial, and operational achievements. Created a referral relations strategy based on a strategic partnership philosophy. Enhanced targeting focused on high volume medical and behavioral practices with similar ethos. Mentored sales team who delivered compelling marketing presentations and built intentional relationships, garnering over 500 new referral sources annually. Created ongoing communications and outreach programs for referral sources efforts via webinars, events, e-newsletters, and social media. Developed targeted messaging and outreach initiatives to existing and uncharted audiences. Curated thought leadership content to launch an online mental wellness program for companies to utilize as an educational and prevention tool, generating leads for those in need of treatment. Created a corporate partnership with Quik Trip and Hillwood companies for employees in need of mental health resources, with access to a 24/7 helpline. Implement initiatives to achieve marketing priorities across all owned, earned, and paid channels. Managed digital strategy (SEO, paid media, social & content) to enhance brand awareness with advertising partners, increasing engagement rates by 20% across platforms. Led redesign of website, improving user experience, and reducing bounce rate by 10%. WINSTAR WORLD CASINO & RESORT (Thackerville, OK) 2013 – 2017 Assistant General Manager – Marketing

Successfully managed and mentored a marketing team of 130 members at the world’s largest casino, encompassing 519,000 square feet of gaming space with 7,500 slot machines, 1,000 table game seats, 57 poker tables, off-track betting, keno, and bingo by. Generated brand awareness hosting national artists such as Blake Shelton, Sting, Stevie Nicks, Paul Simon, James Taylor, Bob Dylan, Dolly Parton, and Al Pacino at indoor event center featuring 3,500 seats. Executed events at an outdoor venue with 9,500 seats hosting the Professional Bull Riders (PBR) competition, and musicians such as Keith Urban and Aerosmith. Entertainment venues generated $12M in annual revenue. Created programs to increase occupancy rates and generate revenue for 1,500 hotel rooms and a 200-space RV park. Opened and increased utilization of the 36-hole golf course and academy. Hosted World Long Drive competition in conjunction with the NBC and the Golf Channel for three consecutive years. Strategically increased sales at 14 food and beverage venues, three retails stores and a spa. Developed annual marketing plans with measurable goals to increase brand awareness and market share in the DFW metroplex. Acquired new customers and developed existing patrons. Managed and monitored $185M marketing budget. Contributed to strategic planning, analysis, and forecasting with the leadership and management executives. Responsible for all aspects of the customer journey including events, loyalty programs and online experiences. Managed $18M media budget by collaborating with advertising partners. Implemented the launch of a new website, online gaming site, social media sites, SEO initiatives and email campaigns. Restructured reporting templates and reporting cycles to maximize effectiveness of gaming and entertainment revenue. Identify KPI trends to maximize growth and overall profitability. Partnered with gaming vendors to obtain marketing funds, generating incremental revenue for various gaming products. Managed a database of 3.5M members to effectively execute loyalty programs resulting in revenue increases of 20% annually. NEWCASTLE CASINO (Newcastle, OK) 2010 – 2013

Senior Marketing Manager

Developed and managed annual marketing plans and budgets. Oversaw all marketing expenses and maintained profit margins. Provided leadership and direction to a team of 50 members, who executed database marketing, customer research, player development, unique events, and promotions. Maximized use of loyalty programs to increased rated play, length of stay, and visits to targeted members. Oversaw evaluation, negotiation, scheduling and contracts for media buys and promotional packages in a highly competitive market. Measured results analyzed spend tied to media buys and modified accordingly. Fostered community relationships through strategic partnership and off-site events. Increased loyalty memberships by 60,000, rated play by 11% and gaming revenues by 15%. RIVER SPIRIT CASINO (Tulsa, OK) 2006 – 2010

Director of Marketing

Successfully opened River Spirit Casino in March of 2009, a $195M project consisting of 300,000 square feet of gaming space with 2,800 slot machines, 34 table games and 5 food and beverage venues. Responsible for on-floor promotions, advertising, branding, customer loyalty programs, direct marketing, public relations, sales, and entertainment efforts for a team consisting of 90 members. Planned and executed marketing programs in support of the casino’s overall profitability. Oversaw development and administration of annual marketing budget. Reviewed monthly profit and loss statements and assisted marketing managers in writing variance reports. Strategically increased gaming revenue by 20% year over year increasing overall net earnings for the Creek Nation. CREEK NATION CASINO (Tulsa, OK) 2004 - 2006

Marketing Manager

Developed and executed effective marketing programs targeting existing and new customers. Managed annual marketing plans and budgets. Planned and negotiated media buys, managed data analysis efforts, and promoted positive public relations in the community. Prepared and conducted performance reviews; provided direction and promoted direct reports. Strategically increased revenue numbers year over year by 19%, increasing overall net earnings for the Creek Nation. SIMON PROPERTY GROUP – WOODLAND HILLS MALL (Tulsa, OK) 2002 – 2004 Director of Mall Marketing

Developed and executed annual marketing plan, strategically utilizing corporate programs to meet objectives. Managed $1.1M marketing budget. Led public relations programs and improved communication efforts, securing maximum media exposure. Designed programs and promotions for 165+ retailers to enhance shopping center’s image, drive traffic and increase merchant sales. Managed ad agency/key media sources to build core objectives and enhance community image. Directed and mentored marketing/customer service staff of 12. Partnered with Seventeen Magazine to host their largest prom shopping center event. Executed national programs creating brand awareness for companies such as Pepsi, Jackie Cooper Imports, K. Hovanian Homes and Bank of Oklahoma. Generated

$3M in gift card sales, $210K in sponsorship and increased sales revenue per square foot by 15% year over year.

SIMON PROPERTY GROUP – TOWNE EAST SQUARE (Wichita, KS) 1999 – 2002 Assistant Marketing Director

Assisted marketing director in creation of annual marketing plan, including financial planning. Developed and implemented corporate initiatives. Promoted corporate program opportunities and facilitated on-site marketing support for 135+ retailers. Implemented controls to monitor the quality of program execution, ensuring marketing standards were in place. Designed and implemented sales training for a team of 9 members. Doubled membership numbers for shopper incentive rewards program year over year. Coordinated trade-outs/sponsorships with local businesses for on-site shopping center events and promotions. Researched, wrote, and edited articles for corporate magazines. Managed daily cash and reconciled procedures for $1M gift certificate program. Implemented and organized fundraising for Simon Youth Foundation as Field Coordinator. Assisted with opening of the fifth wing of the Houston Galleria and completed Simon’s Marketing Director Training Program with top honors. EDUCATION

Fort Hays State University (Hays, KS)

Bachelor of Arts in Communication

Emphasis in Public Relations and Leadership Studies APPLICATION EXPERIENCE

Microsoft Office (word, excel, outlook), Canva, Adobe, Teams, Zoom, Best Notes (EMR/CRM), Bally’s ACSC, Bally’s iView and Bally’s EBS. Cognos (BI), Playersoft (CRM), CastNet, Brand Tracker, Nielsen, PRIME Lingo, WorkFront and Ticketmaster.

PROFESSIONAL AWARDS & MEMBERSHIPS

2017 Executive Leadership Team Appointment (Dallas Cowboys) – Collin Co., American Heart Association 2013 Business of the Year – Oklahoma City, Hispanic Chamber of Commerce 2012 Great Woman of Gaming Award – Casino Enterprise Management 2011 – 2016 Nominated Casino of the Year six times by the Academy of Country Music 2004 - 2009 Recipient of Nine John Romero Awards (recognizing excellence in casino marketing)

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