Christopher Peasley

My responsibilities were expanded to take oversight of the entire VIP gaming customer segment; local, interstate, Premium Mass and International Revenue for the group.

• Identify and implement a group structure to support three casino resorts across two states with differing regulatory and customer environments.
• Engage and report to Board on strategic priorities and developing opportunities and challenges.
• Ensure there was alignment across sales, marketing, casino operations, food and beverage, events and promotions to satisfy the customer requirements.

After successfully consolidating three independent teams into one, i also acquired the Premium Mass Sales team to ensure the VIP customer segments across interstate and local gaming machines and table games were aligned, allowing for greater market acquisition and retention.

• Plan direct and coordinate the strategic approach to growing the VIP customer database.
• Identify and implement the required productivity enhancements across three integrated resort properties, and multiple sales and marketing teams to maintain profitability and drive revenue.
• Develop and implement suitable training and educational programs to support the evolving team structure.
• team of 80, revenue of 125mill.

Head hunted from the leading Australasian integrated resort and main competitor Crown resorts, to consolidate the three independent casino's sales and marketing divisions with a view to expand market share, streamline operations, save costs and as such drive gross revenue.

This was done by introducing a single sales and marketing function across three properties and two states that offered money cant buy experiences and events tailored to specific market demographics, supported by direct marketing and campaigns.

Identifying the need to have individual gaming machine and table games sales and service teams.

Team of 45, revenue of 50-80mill.

After successfully launching the International Gaming Machine market, i acquired the existing local and interstate sales and marketing teams.

• Implement a robust calendar of events and marketing campaigns.
• Develop and lead a training program for new and existing staff to support their understanding of gaming machine profitability and casino operations.
• Work with departmental leadership to ensure service, operations and infrastructure offerings met the requirements of this developing market as a stand alone market from table games.
• Team of 25, revenue of 80 mill.

Develop and establish a stand alone Sales and Marketing team solely for VIP Gaming Machine customers across the interstate and International segments that had never existed before.

• Utilise gaming analytics to identify suitable existing table games customers that had some gaming machine play to shift their spend across both tables and gaming machines to be more profitable.
• Increase the loyalty and visitation of existing VIP gaming Machine customers through relationship marketing, and understanding what tailored events and promotions were required, supported by customer analytics and insights to behavioural changes.
• Ensure the infrastructure and servicing supported and understood the customer segment, whilst reporting to executive leadership so they too understood the potential of new markets.

As Crown resorts had acquired Burswood Casino in Western Australia, i took the opportunity to challenge myself and move interstate to take up a new role in Casino Operations.

• Responsible for the 24 hour operation of the VIP Gaming facility across the Reception, Hosting and Food and Beverage Teams.
• Servicing the local, interstate and international VIP classified patrons within the gaming facilitating and at events and functions on and off the property.
• Liaising with the other departmental managers to ensure the servicing requirements were understood and achievable.
• Identify and implement any necessary change programs to drive process, service and operational improvements across the VIP casino operations team.

• Build and develop a Sales and Marketing team for the Top 200 local and interstate VIP Casino Customers.
• Developed and implemented marketing strategies to use for tailored launches, events and promotions.
• Manage the Domestic Sales and Marketing teams responsible for the local and interstate Casino VIP segment, ensuring they built beneficial customer relationships and utilised the robust calendar of events, campaigns and promotions at hand.
• Contain the existing database from emerging competitors whilst accruing new customers in new markets.
• Continue to grow revenue and contain costs by identifying new opportunities, and be best in market to maintain loyalty.
• Ensure the direct marketing campaigns were built for purpose and satisfied the differing demographics and segments.

• Developed one-on-one relationships with premium players and provided exceptional guest service to cultivate and maintain VIP relationships.
• Structured time to visit with supervisors in slots, table games and food and beverage areas to mitigate problems or issues involving VIP players.
• Developed marketing plans to boost customer loyalty and enhance customer satisfaction.
• Devoted significant time being visible and available on casino floor to meet and greet guests during individual visits and special events.
• Achieved goals and objectives for phone calls, e-mails and letters mailed to current, inactive and prospective high-end players for increased casino revenue.
• Planned and executed promotions and VIP events, tournaments and other special functions to develop and maintain guest loyalty and incremental visitation.

Was approached by the Chairman of Crown Melbourne prior to its opening, whilst on duty and servicing his clients to be part of the Crown Melbourne pre-opening and leadership team for Crown Towers Hotel.

Prior to opening i was responsible for recruiting key front office positions and identifying the correct structure and aligning that with the required SOP's and staff training to open a 5 star hotel integrated with a casino.

That required building both internal and external relationships with the key stakeholders and working to a rigid timeline.

• Offered friendly and efficient service to customers, handled challenging situations with ease.
• Addressed customer inquiries with timely and professional responses via phone, email and in-person interactions.
• Remedied issues quickly and effectively through active listening, conflict resolution, and dynamic communication skills.
• Managed daily operations of concierge desk and monitored staff performance to proactively address inefficiencies.
• Greeted guests upon arrival and offered directions to key amenities to cultivate quality hotel experiences.
• Worked closely with guests, some VIP, or celebrity, with high degree of respect for privacy.
• Managed front office operations of busy hotel, delivering 5-star service to cultivate loyalty and satisfaction.
• Developed relationships with local businesses to secure discounts and special offers for guests.
• Created, documented and updated company policies to guide front office personnel in service excellence and industry best practices.