ELENA LISLE
Shelbyville,IN
Summary
Marketing professional with proven expertise in driving strategic initiatives and fostering growth. Strong focus on team collaboration and delivering measurable results. Adept at leveraging market insights, innovative campaigns, and effective communication strategies. Reliable and adaptable, excelling in dynamic environments and consistently achieving business objectives. Directly managed multiple marketing divisions with emphasis in creative development, branding, multimedia advertising, increasing B2B relationships, sales, community relations, building and launching successful social media platforms, accompanied with database, financial and web analytical reporting.
Overview
17
17
years of professional experience
Work History
Vice President of Marketing
Indiana Grand Racing & Casino
02.2011 - 11.2021
- Knowledgeable and passionate marketing leader, dedicated and committed to the team and surpassing annual revenue goals. Contributing strengths and skills include database analysis, building brand campaigns, leading and executing annual marketing plan, increasing digital + social media exposure, growing B2b partnerships, expanding our commitment to the inner and outer community, and managing a $175MIL annual budget with Y/y EBITDA growth of 5%. Successfully and proudly managed 5 departments, including a group sales team that generated $1.8MIL annually.
- Developed and implemented annual marketing and business development plans to increase EBITDA revenue goals YOY by 5% on AVG
- Monthly and quarterly database analysis to review player acquisition, demographic research, identify market trends and create historical comparisons
- Implemented multi-level marketing campaigns to capitalize on Y/y revenue growth
- Outer market and on-site lead for all corporate and local event planning, execution of all large scale events that include 2,000 - 50,000 per event basis.
- Coordinated all, celebrity, professional athletes, and jockey appearances, with VIP and general public meet and greets.
- Responsible for monthly promotional calendar and purchasing of promotional items.
- Committee chair for community relations, managed annual donation/charitable contribution budget
- Data reports included pre and post promotional proformas, P&L analytical reports, annual budget, annual team member evaluations, and team building events
- Head of rewards membership program and acquisition to acquire 5MIL new costumers annually, both nationally and internationally
- Team leader for planning all marketing events, including local Chamber, NYE, Indiana Derby, PR functions, Indianapolis Colts cross promotions, INDY 11, Indy Sports Corp, Indianapolis Pacers, Indianapolis Chamber, and chair for community relations committee
- Composed all marketing promotion policies and procedures to submit for approval to casino policy committee
- Responsible for regulatory compliance with the Indiana Gaming Commission
- Lead three rebranding projects for property conversion to new ownership and also lead the casino expansion committee
- Managed all creative development for promotional campaigns, social media efforts, TV/radio and digital advertising
- Directly reviewed design and editorial development for all marketing campaigns for both the casino and racecourse (36 media channels); including ad agency leads, social media platforms, digital and print
- Managed cross departmental projects and events
- Coordinated public relations initiatives and executed on-site and off-site media events and promotions
- Property executive representative for media relations and sports partnerships
- Community mentor, representative and chair for the local tourism board in order to enhance positive initiatives and impact for the benefit of the community
Director of Marketing
Global Tracking Communications
08.2008 - 08.2010
- Developed marketing department, company branding and increased web presence throughout the industry
- Increased SEO and social media visibility
- Composed all web-site content, point of sale literature, press releases, product brochures and live demos
- Improved monthly sales through industry specific marketing campaigns and database case studies
- Extensive market competition research and evaluation
- Monthly e-marketing campaigns to customer database to highlight new products and features
- Developed user friendly web interface for social media accessibility and company visibility
- Work with technology and sales team to increase market exposure
Promotions Manager
Soboba Casino
02.2005 - 05.2010
- Created all monthly promotional campaigns in conjunction with Marketing Director and Team members.
- Composed all marketing promotion policies and procedures to submit for approval to casino policy committee and STGC.
- Continued to organize, edit and revise all promotional information for monthly newsletter from all casino departments (table games, slots, BINGO, poker & marketing).
- Continued demographic research to provide innovative ideas and promotions to increase customer headcount and ADT based on economical changes and customer interests.
- Hosted VIP off property events to San Diego Charger Games, San Diego Padre games and LA Avengers games and provided customer analysis reports after the completion of all events.
- Planned and organized VIP golf tournaments with table games manager at Soboba Springs Country Club.
- Assisted in the re-development of current VIP program for 2008 success.
- Provided financial analysis for all monthly marketing promotions and entertainment events to determined success rate.
- Re-evaluated customer criteria for monthly mailing offers based on ADT and Theoretical Sum for slot and table games players.
- Completed monthly budget analysis to maintain 2007 and 2008 budgets.
- Continued all promotional Acres system set-up, group enrollments and criteria for marketing and table games.
- Measured customer involvement in all promotions through ticket issuance reports and daily extractions from Acres Patron Management.
Marketing Analyst
Soboba Casino
02.2005 - 08.2008
- Database development and monthly customer account evaluations based on average daily theoretical win and theoretical sum.
- Extracted all data from Acres Patron Management system to create data files for all direct monthly marketing promotions and mailings.
- 2005 - 2008 Completed all pre and post forma analysis to determine incremental gaming revenue for all marketing promotions, entertainment events and direct mail offers.
- Provided 2004-2006 new enrollment yearly comparison analysis.
- Prepared prospect and dormant mailing lists based on demographic research within a 75 mile radius.
- 2006 - 2008 attended monthly marketing Profit and Loss statement meetings with company CFO and GM.
- Completed 2006 Marketing budget with CFO and Financial controller.
- Completed 2006 Event Calendar with all casino operations departments.
- Researched pricing and ordered all promotional gift items with purchasing department for Gift of the Month promotion.
- 2005-2006 General Ledger verification and analysis.
- Worked with Operations Analyst to purge over 200,000 in-active accounts in current database.
- Analyzed complete database for opportunities to gain incremental revenue and to increase the average number of trips per month.
- Segmented database into five segments to offer marketing incentives based on ADT and Theoretical Sum.
- Created all marketing offers within Acres Patron Management system, imported all groups into the system and market all coupon and promotional offers to qualifying guests.
Direct Mail Coordinator
Soboba Casino
02.2005 - 05.2008
- Created property wide direct mail schedules for all departments and created all data files for direct mail campaigns.
- Organized timeline for all promotional information for monthly newsletter from all casino departments (table games, slots, BINGO, poker & marketing).
- Created first table games direct mail campaign and promotional offers based on Table buy-in average and average daily theoretical win.
- Provided analysis of monthly direct mail response rate and theoretical win per mail offer.
- Direct, edit and planned all monthly marketing campaigns and mail offers to over 75,000 accounts with 5 segments in current database.
- Created and executed criteria for VIP program and mail offers for tournaments, complimentary entertainment tickets and special events.
- Extracted all data from Acres Patron Management system for direct mail offers based on qualifying criteria and date range on a weekly basis.
- Sent all mailing lists through NCOA quarterly in order to provide cost savings on returned mail.
- Researched new homeowner prospect mailings, completed new customer mailing with a data list of over 100,000 new addresses.
- New customer campaign had a 5% response rate and provided incremental gaming revenue to the property.
- Assisted customer service research development company to provide analysis of customer database for future success.
- Completed all pre and post forma analysis to determine incremental gaming revenue for all marketing promotions and direct mail offers.
Education
Bachelor's - Communications, Broadcast Journalism
California State University Fullerton
Fullerton, CA08.2005
Skills
- Digital Marketing
- Database Analysis
- Market research
- Budgeting
- Cognitive reporting
- Communication skills
- Social media marketing
- SEO management and building
- PL reporting and review
- Event Marketing
- Microsoft Word
- Microsoft Excel
- Microsoft Access
- Microsoft Powerpoint
- Hospitality
- Public relations
- Project management
- Project planning
- B2B
- Acquisition strategy
- Strategic planning
- Branding
- Salesforce
- Customer service
- Promotional software content creation/promo kiosks
- Building new brands
- Launching new venues and groundbreakings
- Media planning
- Partnership development
- Influencer marketing
- CRM management
- Creative direction
- Content strategy
- Marketing analytics
Personal Information
Work Permit: Authorized to work in the US for any employer
Timeline
Vice President of Marketing
Indiana Grand Racing & Casino
02.2011 - 11.2021
Director of Marketing
Global Tracking Communications
08.2008 - 08.2010
Promotions Manager
Soboba Casino
02.2005 - 05.2010
Marketing Analyst
Soboba Casino
02.2005 - 08.2008
Direct Mail Coordinator
Soboba Casino
02.2005 - 05.2008
Bachelor's - Communications, Broadcast Journalism
California State University Fullerton
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