Melissa Castillo
Director of Relationship Marketing @Virgin Hotels Las Vegas
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WORK HISTORY
Director of Relationship Marketing @Virgin Hotels Las Vegas
Las Vegas, NV, US
Responsible for designing, developing and implementing strategies for all gaming promotions and events that drive customer engagement, loyalty, retention and lifetime value. • Collaborate with property operations, hotel management and other department leadership to develop cross-functional initiatives that elevate the casino guest experience• Direct the strategic planning and execution of casino events, promotions and programs that strengthen brand positioning and deliver measurable results such as increased player acquisition, retention and revenue growth• Oversee strategy and execution of Cherry Rewards loyalty program, maintaining updated marketing assets, implementing tier-benefit tracking systems, coordinating cross-functional deliverables, and leading property-wide communication to support program integrity and guest engagement• Managed all direct mail, email and guest communications for casino guests• Effectively manage hotel yield process to deliver maximum gaming revenues from casino guests • Led and developed a team, fostering collaboration, mentorship, accountability and professional growth to drive operational excellence and achieve organizational goals• Utilize CRM and analytics tools to track customer behavior, measure campaign performance and optimize marketing ROI• Manage budgets, agency partners and vendors related to all of Casino Marketing
EDUCATION
ITT Technical Institute
Associate's Degree, Computer Programming
SKILLS
ABOUT MELISSA CASTILLO
With over 20 years of experience in marketing across various channels and industries, I am a seasoned leader who thrives on delivering innovative and impactful solutions that drive growth and engagement. My core competencies include branding, strategy, activation, sponsorships, database management, social media, and digital marketing, with a strong focus on analytics and optimization. I have a proven track record of conceiving and implementing high-level campaigns that leverage my knowledge and expertise in the gaming (brick and mortar and online) and hospitality industries, as well as my creative direction and online marketing skills. My mission is to create and enhance the customer journey and experience, while aligning with the company\'s vision and goals.
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