Marlene Reyes
Executive Vice President & Chief Operating Officer - The Fine Point Group
Scottsdale, AZ
Senior hospitality executive with over 13 years of industry expertise in loyalty marketing, brand strategies, property operations and marketing information systems and applications. Executive in charge of running a $15M gaming management and consulting company with cross-functional teams responsible for client projects throughout North America. A specialist in marketing strategies, plans and programs and operationalizing them through flawless execution, integrating newly acquired assets into corporate umbrellas, developing branding campaigns, and operational management.
Work Experience
Executive Vice President & Chief Operating Officer
July 2007 to Present
Las Vegas, Nevada
$15M gaming & hospitality management and consulting firm serving domestic and international clients with engagements ranging from full property management to individual consulting projects involving one or more specific disciplines. Services offered to the hotel & casino industry include proprietary analytics-based operations and marketing assessment, development and implementation, featuring comprehensive financial analysis and ROI projections, as well as complete management of individual or groups of properties.
• Senior executive responsible for all client engagements, from inception to end-delivery of work product consisting of the management of FPGs recommendations on marketing (database marketing, analytics, loyalty, player development, advertising), operations, and IT
• Directly manages the Loyalty Marketing & Brand Marketing practices, designing and implementing Loyalty Marketing and IT systems and programs for marquis clients as well as launching nationwide brand campaigns
• Organizational leadership of project teams and management of 25 executive professionals including four Senior Vice Presidents and their associated staff
• Responsible for all new business development initiatives, including pitch process and materials, proposal development, pricing and negotiation
• Solely responsible for firm operations, including all financial analysis and management, accounts payable, compensation, compliance, talent assessment, acquisition and management, allocation of resources, and client engagement supervision
• Responsible for marketing of firm, including web site, speaking opportunities, conferences and public relations
• Featured speaker, both domestically and internationally, at G2E, UNR Executive Development Program, UNLV Slot Leadership Program, Eastern European Gaming Summit and Casino Fest - all gaming and hospitality conferences
Corporate Director of Loyalty Marketing & Brand Marketing
January 2006 to March 2007
Las Vegas, NV
Formerly, largest privately held gaming company consisting of six properties in four regions of the country.
Corporate Director of Loyalty Marketing & Brand Marketing
Responsible for the creation of a universal loyalty card program across 6 hotel casino properties in 4 jurisdictions, utilizing a single IT platform. Launched Destination Club program in 6 months resulting in a significant increase in cross-property visitation and a 13% increase in revenue.
• Designed universal card through the creation of financial models, compelling and aspirational benefits, profitable comping structure, worth-based patron tier models and created a systems architecture that linked 6 properties with their own unique operating systems to one shared platform
• Solely responsible for all marketing initiatives related to design elements, multi-media advertising and positioning of gaming company
• Worked with property marketing senior management to understand and implement Resorts Internationals branding
• Developed & maintained strategic partner and vendor alliances resulting in cost savings of more than $1,500,000
• Created and maintained company wide database and direct mail procedures in conjunction with the installation of new $3,000,000 database marketing software
• Created and trained over 11,000 employees on a communication plan related to loyalty marketing programs inclusive of promotional items, slide presentations, participant guides, employee job aids and exercises. Also trained and provided training materials to others who trained the loyalty program to an additional 6,000 employees
• Partnered with corporate and property Information Technology management to deploy user friendly and efficient systems which support the cross property loyalty program
• Regular property visits to evaluate all functions related to marketing programs and to consult with property management to ensure quarter over quarter sales growth
Corporate Loyalty Marketing Manager
March 2005 to January 2006
Managed the largest casino loyalty program worldwide consisting of more than 35,000,000 active members focusing on ongoing strategic enhancements, identification of technology development needs and program analysis.
• Led IT and Marketing implementation teams in the integration of Caesars and Horseshoe. Accomplished complete integration of Horseshoe in 4 months and Caesars in 8 months, resulting in seamless customer experience
• Partnered with brand marketing senior management to develop all loyalty marketing related collateral including all multi-media advertising, direct mail pieces and internal employee communication
• Created marketing program to view the combined spending of customers sharing a house resulting in improved hotel occupancy segmentation, lower direct mail costs and enhanced customer service
• Developed, maintained and evaluated strategic alliances with vendors totaling over $75,000,000 in contractual revenue
• Developed, analyzed and adjusted marketing to already established clientele ensuring that budgets were being used appropriately to maximize return on investment
Various Positions Held
November 1999 to January 2006
Largest worldwide gaming company, owning and operating more than forty properties and eleven brands, domestically and internationally.
Regional Marketing Operations Manager
September 2002 to March 2005
Atlantic City
Solely responsible for operations management of the loyalty marketing program, promotions center and group sales department, continuously meeting all turnover, employee satisfaction and customer service goals.
• Created and executed promotions for both new and existing loyalty program members, including budgeting, direct mail campaigns, advertising and analysis of financial success
• Developed and implemented a bus marketing program strategy that resulted in over $1 million revenue in a 10-month period
• Managed staff of over 50 marketing representatives and group sales employees
Customer Relations Manager
December 2001 to September 2002
Harrahs Atlantic City
• Created service recovery program for property; reducing customer dissatisfaction and resulting in increased revenue
• Managed staff of 12 Customer Service Representatives responsible for responding to guest communication
• Created multiple Access databases to track customer issues and trends and then communicated findings with senior management for resolution
Customer Relations Specialist
November 1999 to November 2001
Harrahs Atlantic City
• Created service recovery program for property; reducing customer dissatisfaction and resulting in increased revenue
Education
BA in English & BS
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