GEORGE C. ROGERS 1741 MEXICAN POPPY STREET | LAS VEGAS, NV 89128 | 702-334-6868 | George@RogersMarketingGrp.Com
OBJECTIVE Highly analytical action-oriented senior marketing executive with over 20 years of demonstrated success in casino marketing, CRM, customer loyalty, database marketing and marketing analysis at all levels of the gaming and hospitality industry.
EXPERIENCE: 08/2012-Present | Rogers Marketing Group | Las Vegas, NV | President and Founder Chief Executive and Founder of a group of strategic seasoned gaming executives focused on driving incremental revenue to all clients. • Tropicana Entertainment: o Developed, designed and implemented the new and fully integrated casino card program for Tropicana Atlantic City – Tropicana Advantage. The new resort card allows all patrons to enjoy an increasingly enticing set of defined and earned benefits for visiting all Tropicana Atlantic City’s revenue driving assets. o 360% marketing and advertising review of Tropicana Entertainment’s Laughlin’s properties. Redesigned and restructured the regions player development organization chart as well as the individual player development team member revenue goals. Complete redesign of investment tiers, direct mail flight schedules and promotional calendar to optimize brand, revenue and property exposure. o Lead all the MontBleu marketing and entertainment teams strategic initiatives during properties transition to a gaming centric promotion and entertainment focus. • Aristocrat: o Strategic consultant for the development and roll-out of Aristocrat’s NLive Suite of online gaming products to the east coast. • Las Vegas Sands: o Consulting engagement with Las Vegas Sands (Venetian Casino Resort) to optimize and expand their Strategic Casino Alliance. • Nevada Gold: o Engaged to work with the Nevada Gold executive team to rebrand and retool its company logo and over-all perception to a fully recognized gaming operator and leader. • PCI Gaming/Wind Creek Hospitality: o Full Marketing and Business Strategy Audit conducted for all three individual properties and corporate direction. • River Rock Resort Casino: o Marketing Strategy Audit and direction overview developed with primary focus on dramatic increase to competitive set.
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EXPERIENCE CONTINUED: 08/2013- 1/2014 | Tropicana Entertainment| Las Vegas, NV | Executive Director of Marketing (Contract Engagement) – Western Region Chief marketing executive in charge of all casino marketing and strategic initiatives for Tropicana Laughlin, River Palms Casino and MontBleu Resort Casino in Lake Tahoe. •
Created new casino centric promotional programs at Tropicana Laughlin that generated a 1 Million Dollar net gaming increase in a market growing by approximately only 1% over the previous rolling 12 month period.
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Increased regional EBITDA numbers by approximately $2 Million in first six months.
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Increased casino room nights at MontBleu Casino by 3,500 in the first six months by optimizing new casino initiatives.
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Re-instituted new Player Development Department at MontBleu Casino, geared to drive direct increases to the premium regional and destination segments as well as steal market share from the established competitive set.
07/2010-07/2012 | Tropicana Las Vegas | Las Vegas, NV | Vice President of Casino Marketing Senior marketing executive in charge of all advertising, internet, database, direct mail and research marketing. •
Created international casino alliance program that leveraged the Tropicana Las Vegas Casino as an incremental incentive to casino players at over 32 partnered casino properties nationwide and Canada.
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Created new member acquisition program that drove over 156,000 new patrons in the first year.
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Increased online visitation by almost 70% during tenure.
• Launched new $3 million strategic branding campaign utilizing billboard, magazine, television and online media. • Re-segmented customers by property contribution which resulted in an increase in casino room night visitation by 15%. 12/2007-06/2010 | Foxwoods Resort Casino and MGM Grand at Foxwoods | Ledyard, CT | Executive Director of Strategic Marketing Senior marketing executive in charge of all Customer Relationship Management (CRM) strategies, implementation and analys is. •
Improvement of customer response rates by 50%.
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Establishment of better yielding of hotel offers pushing sustained occupancy over 95%.
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Re-segmenting customers by property proximity which resulted in a mail savings of over $1 million without a corresponding decline in revenue, profitability or response.
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Yielding of all complimentary offers for entertainment under the Strategic Marketing Department resulting in an increase to gaming revenue by entertainment attendees of 35%
• Design and establishment of a new marketing Database Scoring Model to better serve and maximize ROI
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in a high visitation market.
EXPERIENCE CONTINUED: 4/2007-10/2007 | Tropicana Atlantic City | Atlantic City, NJ | Vice President of Business Intelligence Chief property executive in charge of all strategic decisions from marketing to EBIDTA optimization programs for Columbia Sussex’s flagship $900M property. •
Modernization of marketing strategies using trend and customer profile techniques to increase trip frequency and reduce patron churn.
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Optimization of the profitability of property level assets (square-footage, slot machines, casino tables, room yield mix)
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Tracking of market and industry trends and fluctuations to optimize profits and minimize revenue exposure from these deviations.
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Chaired on the Executive Committee that approved all Events, Promotions and Direct Mail Programs to ensure they fit property demographic strategies and financial performance guidelines.
6/2006-04/2007 | Venetian Hotel Casino | Las Vegas, NV | Director of Strategic Marketing Marketing chief in charge with primary focus on utilizing modern marketing techniques to increase market share and maximize the cultivation of the existing casino patrons: •
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Establishment of multi-channel marketing plans to leverage highest response rates and ROI, by establishing a customer’s preference of communication. Modernization of marketing strategies using trend and customer profile techniques to increase trip frequency and reduce patron churn.
• Optimization of all property level assets (square-footage, slot machines, casino tables, room yield mix) •
Participation on the Executive Committee that approved all Events, Promotions and Direct Mail Programs to ensure they fit property demographic strategies and financial performance guidelines.
6/2005-03/2006 | Columbia Sussex Corporation | Las Vegas, NV | Regional Vice President of Marketing Marketing executive in charge of the Western Region. Regional properties included; Caesars Tahoe, Horizon Tahoe, Westin Casuarina Casino and River Palms Casino. Primar y duties and accomplishments included: •
Created casino marketing programs that increased River Palms casino revenue by over $2 million,
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compared to the same time period in the prior year. •
Instituted new strategic marketing programs that resulted in the re-activation of a high percentage of inactive patrons and a 300% increase in redemption.
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Purchased entertainment programs at the River Palms that resulted in a 70% increase in yearover-year club revenue.
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Implemented adjustments to the Westin Casuarina Casino Direct Marketing Program that generated a savings of nearly $400K per year while increasing net property revenue by over $1.2 million.
EXPERIENCE CONTINUED: 9/1993-05/2005 |Caesars Entertainment| Las Vegas, NV |Corporate Director of Business Intelligence Executive in charge of all Caesars Entertainment casino marketing initiatives and strategic technology programs. Responsible for developing all mediums of patron contact (direct mail, email and telemarketing) – including leveraging of state-of-the-art technologies and patron historical transactional data - to ensure highest return on investment (ROI). •
Centralized database marketing and analytics for all Las Vegas property marketing departments under Corporate Business Intelligence, generating a corporate savings of over $100,000 per year •
Consolidated all e-mail marketing strategies under Corporate Business Intelligence, resulting in a 15% increase in e-mail deliverability and an 89% reduction in cost
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Instituted a corporate-level national change of address update program, resulting in an annual savings of $10,000 a year and a 300,000 increase in the number of marketable patrons.
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Initiated an e-mail acquisition program culminating in an additional 500,000 + marketable email addresses enterprise wide.
Education: University of Texas at Austin
| Austin, Texas | Philosophy and Economics
Oracle Certification | Egg Harbor, New Jersey | Oracle DBA 8I SAS Certification | Connecticut | Certified SAS Enterprise Guide Instructor
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