ELIZABETH SCHUEREN
Summary
Accomplished advertising professional with 7 years of experience driving consumer engagement and enhancing brand image to generate revenue. Led campaigns resulting in positive feedback and exponentially increased interaction from target audience members. Team player with strength in coordinating with colleagues and industry experts to manage successful advertising work.
Overview
7
7
years of professional experience
Work History
Advertising Manager
Golden Nugget Hotel & Casino
01.2023 - Current
- Lead a team of 3 marketing professionals in the implementation and execution of the property's marketing plans and initiatives.
- Collaborated with corporate digital transformation team for Golden Nugget's migration to Salesforce as one of the key stakeholders in modernizing processes and procedures for email deployment. Guiding the architecture of the data flows into Service Cloud & Marketing Cloud from other Martech software, incorporating automations to maintain clean subscriber lists, and streamlining the workflow for casino marketing email deployment.
- Devised and launched successful email marketing and direct mail campaigns that improved customer retention rates and lifetime value.
- Increased brand awareness by developing and implementing strategic omnichannel marketing campaigns - leveraging direct marketing efforts, paid media, and owned channels.
- Oversaw department budget allocation across various campaign components, ensuring maximum return on investment without overspending.
- Managed promotional events that increased property visitation while driving consumer engagement and brand loyalty.
- Collaborated with cross-functional teams to develop comprehensive marketing strategies, resulting in increased market share.
Marketing Supervisor
Golden Nugget Hotel & Casino
06.2021 - 01.2023
- Led team of 2 marketing professionals in the coordination of special events and implementation of content strategy.
- Crafted compelling messaging and ensured brand standards across all marketing collateral for use in print, digital channels, and on-property communications.
- Managed relationships with external vendors and internal teams, for the successful execution of direct mail programs.
- Streamlined event planning processes by implementing efficient project management strategies.
- Managed budgets and negotiated contracts with vendors, ensuring cost-effective event execution.
- Implemented innovative event themes and designs to create memorable experiences for attendees.
Senior Marketing Manager
Twenty-Nine Palms Enterprise Corp
10.2020 - 02.2021
- Led team of 12 professionals in coordination and execution of marketing initiatives including digital marketing, advertising, player services, promotions, and special events for two casino properties, craft brewery, and outdoor event venue.
- Developed company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
- Collaborated with key stakeholders to establish, initiate and optimize business development strategies based on company targets, product specifications, market data, and budget factors for casino floor remodel, new casino bar, opening of restaurant and creation of craft beer brewery.
- Assist with restructuring of marketing organization and establish workflow, processes with intent to bring all marketing functions in house - ultimately decision was made to continue using outside agencies due to amount of resources required.
Digital Marketing Specialist
Golden Nugget Las Vegas
10.2019 - 10.2020
- Devise and implement digital marketing strategies to optimize campaign performance including monitoring KPIs to track success, identifying audience segments, and regularly audit channel health of each touch point.
- Oversaw end-to-end optimization of email campaigns including developing creative and writing HTML/CSS code for each email, managing drop schedule, and optimizing building process to eliminate inefficiencies.
- Implemented updated list building procedures to rectify issues in data collection and analysis, increasing retail database size by 21%.
- Engineered segmentation strategy to send targeted messages based on customers' staying behavior for email campaign, which resulted in 5% decrease of inactive database.
- Devised campaign performance report to analyze performance of all retail email campaigns.
Communications Specialist
Golden Nugget Laughlin
07.2017 - 10.2019
- Engineered and implemented Communication Strategy with key stakeholders for all property communication efforts and needs including direct mail pieces, press releases, social media, website, on property signage, and ad insertions.
- Was one of five tasked with the strategizing and programming of the Marketing Calendar.
- Managed advertising functions with $530K budget across various mediums, including traditional, digital, out of house, and marketing collateral.
- Created and implemented social media strategies that grew Instagram followers by 181.69% and Facebook followers by 62.46% over two years.
- Oversaw the Direct Mail and Promotions Monthly tracking sheet and ensured that all members of the marketing department completed their assigned tasks by the tracker due date; these tasks include Job Starter, Proforma, Data Request, Creative, Direct Mail Campaign, and Vendor Proofs.
Education
Bachelor of Arts - Strategic Communication, Advertising
Washington State University
2017
Skills
- Strategic Communication - Masterminded highly successful communication strategies for marketing programs and campaigns including developing marketing collateral, digital assets, direct mail pieces, and ad insertions
- Digital Marketing - Oversaw numerous digital campaigns, including creating and deploying content, engaging with target audiences and boosting reach with strategic ad placements for social media, email, display, and AdWords
- Analytical & Financial - Built and implemented reports to track departmental spending, measuring the success of campaigns, and regularly auditing channel health to continually inform strategy
- Continuous Improvement Process - Assess department workflows and processes to identify inefficiencies and implement improvements to streamline standard operating procedures utilizing tools and technologies already purchased by the company
- Problem-Solving - Adept problem solver skilled at decisive decision making in high stress situations that mitigate business risks and maintains the integrity of the customer journey
- Customer Engagement - Skilled at keeping the needs of the target audience when devising the customer journey for marketing campaigns
- Quality Standards - Enforced brand standards in the production of creative, programming of promotional offers, and customer experience at promotional events
- Project Management - Spearheaded numerous large and small scale projects on budget and on time with my collaborative leadership style, keen attention to details, and time management skills
Timeline
Advertising Manager
Golden Nugget Hotel & Casino
01.2023 - Current
Marketing Supervisor
Golden Nugget Hotel & Casino
06.2021 - 01.2023
Senior Marketing Manager
Twenty-Nine Palms Enterprise Corp
10.2020 - 02.2021
Digital Marketing Specialist
Golden Nugget Las Vegas
10.2019 - 10.2020
Communications Specialist
Golden Nugget Laughlin
07.2017 - 10.2019
Bachelor of Arts - Strategic Communication, Advertising
Washington State University
Similar Profiles
Brayden FontenotBrayden Fontenot
Valet Attendant at Golden Nugget Hotel & CasinoValet Attendant at Golden Nugget Hotel & Casino
Victoria DevlinVictoria Devlin
Front Desk Receptionist at Golden Nugget Hotel & CasinoFront Desk Receptionist at Golden Nugget Hotel & Casino
Nicholas CarmichaelNicholas Carmichael
Dual Rate Supervisor at Golden Nugget Hotel & CasinoDual Rate Supervisor at Golden Nugget Hotel & Casino