Summary
Overview
Work History
Education
Skills
Timeline
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Yen Yarphel

Las Vegas

Summary

Dynamic professional with over 25 years of expertise in hospitality and gaming, specializing in strategic marketing and revenue enhancement. Successfully led high-impact initiatives such as the Formula One Bellagio Fountain Club and the $5M Slot Challenge, demonstrating a talent for innovative marketing solutions that drive results. Proven collaborator with the Center of Excellence (COE) and Finance teams, adept at executing casino marketing strategies that yield measurable outcomes. Committed to fostering a culture of employee and guest centricity while championing team development and engagement to enhance revenue and market share. Recognized as a natural successor for the VP role through a dedication to trust, transparency, and open communication.

Overview

16
16
years of professional experience

Work History

Executive Director of Casino Marketing

Bellagio
04.2023 - Current
  • Leading the casino marketing team with focused on driving year-over-year revenue growth through innovative strategies.
  • Achieved $300M in Casino EBITDAR, exceeding budget by $8M (3%) for 2024, and $362M for 2023, surpassing budget by $90M (25%).
  • Collaborated with the Center of Excellence (COE) to execute strategic initiatives that enhanced revenue and market share.
  • Partnered with HR to empower employees through the development and pilot of the "Live & Lead" program, promoting leadership and engagement.
  • Championed customer experience, leading to the highest Gold+ NPS score in company history: 71 for 2024 and 67.1 for 2023, exceeding targets.

Director of Casino Marketing

Park MGM
05.2020 - 04.2023
  • Led the casino marketing team, implementing strategic initiatives that drove year-over-year revenue growth and strengthened guest loyalty.
  • Achieved the second-highest property EBITDAR, exceeding budget expectations by $26M through innovative employee and customer-centric strategies.
  • Enhanced guest loyalty, achieving a Gold+ NPS score of 57.7 in 2022, surpassing set targets and improving guest satisfaction metrics.
  • Fostered a collaborative culture by implementing employee-centric initiatives that boosted team morale and performance.
  • Partnered with Casino Operations to achieve record Table Games and Slot Volume, resulting in historic EBITDAR of $36.3M in 2022, exceeding budget projections.

Vice President of Casino Marketing

Luxor
03.2017 - 05.2020
  • Provided strategic leadership for Casino Marketing, aligning initiatives with business objectives to drive revenue and enhance guest experiences.
  • Developed and executed high-impact promotions, significantly increasing slot and table revenue while boosting room occupancy and guest loyalty.
  • Collaborated with the Executive Committee to implement strategic plans that resulted in substantial revenue growth and enhanced guest experience.
  • Led corporate initiatives, including the implementation of ICE across all Las Vegas properties, improving operational efficiency and service delivery.
  • Established a mentorship program for the Casino Marketing team, fostering professional growth and a strong team culture.

Director of Hotel Operations

The Mirage
10.2009 - 03.2017
  • Oversaw Front Desk, Room Reservations, Concierge, and related services, achieving seamless operations and high customer satisfaction ratings.
  • Enhanced service quality through strategic leadership and recognition of employee contributions, promoting a positive workplace culture.
  • Successfully led the implementation of the OPERA system and managed room and suite remodels, significantly improving operational efficiency.
  • Developed and executed talent development programs within hotel operations, ensuring a skilled and effective team.
  • Increased guest satisfaction by implementing strategic operational improvements and enhancing staff training programs.
  • Optimized revenue management strategies to capitalize on market trends and maximize room rate yield.

Education

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01.2007

Skills

  • Fluent in Cantonese & Vietnamese
  • Strong leadership and team-building capabilities
  • Expertise in customer-centric marketing strategies and analytics
  • Adept in budget management and strategic planning

Timeline

Executive Director of Casino Marketing

Bellagio
04.2023 - Current

Director of Casino Marketing

Park MGM
05.2020 - 04.2023

Vice President of Casino Marketing

Luxor
03.2017 - 05.2020

Director of Hotel Operations

The Mirage
10.2009 - 03.2017

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