SHAWN BAUER
Grosse Ile,MI
Summary
Skilled CRM professional with robust experience in customer relationship management and proven track record of driving impactful results. Expertise in leveraging CRM software, data analysis, and customer segmentation to enhance customer engagement and loyalty. Strong team collaborator adept at adapting to changing needs and delivering consistent performance. Known for problem-solving abilities, strategic thinking, and commitment to achieving business goals.
Overview
36
36
years of professional experience
Work History
Director of CRM and Database Marketing
MotorCity Casino Hotel
Detroit, MI
11.2007 - 10.2025
- Responsible for managing all aspects of player rewards programs including direct marketed offers, promotions, comps, and points, with a cohesive implementation across all departments/teams.
- Reduced total reinvestment while increasing frequency, ADT, and market share
- Overhauled direct marketing programs from basic (four offers per month for everyone) to player-specific offer packages based on play level, frequency, recency, trends, distance, and VIP tiers.
- Ongoing testing and improvements
- Grew market share and incremental fair share revenue (based on gaming positions) with reinvestment significantly lower than competitors
- Developed play-based offers including real-time bonusing and incremental trip based on historical offers.
- Implemented new member CRM program including next day email/mobile app campaign and direct marketed offers.
- Managed all communication channels and cadence via direct mail, email, and mobile app
- Developed custom data mart and player system interface to enable complex, real-time direct marketing programs, reporting, and analysis.
- Developed MYMotorCity eco system (mobile app, online account, slot app, kiosks)
- Reduced direct mail costs by $1.5M annually (down 40%)
- Performed operational analysis across departments (slots, tables, hotel, F&B, entertainment) to optimize gaming floor, reduce COS, increase margin and EBITDA.
- Launched integration with online partner FanDuel January 2021
- Website, mobile app, Salesforce, IGT player systems
- FanDuel players earn comps and are integrated into retail CRM programs based on their online play
- Led cross-functional teams to develop and implement strategic initiatives aligning with organizational goals.
- Oversaw budget management, ensuring effective allocation of resources across multiple projects.
- Designed and executed performance metrics to enhance operational efficiency and drive company growth.
- Enhanced data-driven decision-making by implementing advanced analytics and reporting tools.
Senior Manager Direct Marketing
Isle of Capri Casinos
10.2006 - 11.2007
- Managed direct marketing programs for two properties
- Coordinated new corporate data warehouse development and integration into Colorado properties direct marketing programs
- Automated upload of direct marketing offers to player system
Database Marketing Manager
Soaring Eagle Casino
02.2002 - 10.2006
- Built direct marketing program from the ground up. Replaced quarterly “newsletter” with monthly segmented offer package based on game type, frequency, distance, and preferences. Significantly improved response rates and profitability
Product Manager
Rosemount Inc / Emerson Process Control
06.1989 - 11.2001
- Product Manager, Pressure Products 1997-2001
- Senior Marketing Engineer, Pressure Products 1995-1996
- Marketing Engineer, Pressure Products 1993-1995
- Project Engineer, Temperature Products 1991-1993
- Application Engineer, Temperature Products 1989-1991
Education
Bachelor of Science - Electrical Engineering, Computer Science
University of Minnesota (Twin Cities)
Skills
- Enhanced direct marketing techniques
- Customer segmentation, Campaign management, CRM integration
- Reinvestment, engagement, response rates, budget
- Casino player management systems expertise
- Financial forecasting, Operational analysis
- Salesforce Marketing Cloud expertise
- MS Excel, Word, Access, SQL
- Marketing automation, Multichannel marketing
- Teamwork and collaboration
- Excellent communication
- Goal setting and achievement
Timeline
Director of CRM and Database Marketing
MotorCity Casino Hotel
11.2007 - 10.2025
Senior Manager Direct Marketing
Isle of Capri Casinos
10.2006 - 11.2007
Database Marketing Manager
Soaring Eagle Casino
02.2002 - 10.2006
Product Manager
Rosemount Inc / Emerson Process Control
06.1989 - 11.2001
Bachelor of Science - Electrical Engineering, Computer Science
University of Minnesota (Twin Cities)