Resume

• 2018

  MHA- Executive Masters in Healthcare Administration

  Health/Health Care Administration/Management

  ACHE

  HCASA

  HFMA

  Association for Patient Experience\nWinner of Outstanding Graduate Student of the Year for Executive Masters in Healthcare Administration program

  University of Nevada-Las Vegas

  PRSA

  Public Relations Society of America

  APR

  Accreditation in Public Relations

  Management and Strategy Institute

  Project Management Essentials

  Lean Six Sigma Yellow Belt

• 2010

  Viejas Enterprises

  UHS

  Warner Hospitality

  Cannery Casino Resorts

  Marketing Matters

  Hospitality Marketing instructor at UNLV\nDiversity Management instructor at UNLV\nGreenspun School Mentor and Crisis Communications Lecturer

  Adjunct Faculty

  Las Vegas

  Nevada Area

  University of Nevada Las Vegas

  Las Vegas

  Nevada

  Ensured operating efficiency across all departments. Prepared strategic plan

  annual budgets and delivered monthly P&L to corporate leadership. Served as media spokesperson. Oversaw marketing direction and execution of database analytics

  CRM

  loyalty club

  advertising

  promotions

  interactive and social media.\n\n•\tEnsured consistent service delivery across booking

  check-in

  dining

  and gaming encounters\n•\tEstablished marketing program for targeted customer segments that resulted in exceeding annual EBITDAM goal\n•\tSucceeded in growing VIP segment revenue by 18% YoY through gift and ambassador programs\n•\tDetermined optimal media mix and coordinated advertising strategies to promote Gaming

  Amenity

  Lodging and Entertainment options\n

  Marketing Director

  Cannery Casino Resorts

  Consultancy specializing getting measurable results through brand strategy

  promotions

  public relations

  and search engine marketing. Specialty practice in Green organizations

  Marketing Matters

  Golden Nugget Las Vegas

  Las Vegas

  Nevada Area

  Vice President of Marketing & Advertising

  Las Vegas

  NV

  Provided corporate oversight for seven properties in ongoing

  pre-opening

  and opening phases in six states. Trained marketing managers at client properties. Ensured compliance with regulatory agencies in several states.\n\n•\tDirected community liaison and government relations strategy that won the Hard Rock license in Sioux City

  IA\n•\tRedesigned loyalty program rewards matrix

  resulting in simplified guest experience and 5% enrollment increase\n•\tExecuted pre-opening design

  planning

  hiring

  contract negotiation

  and vendor RFP processes for new build and renovation projects \n•\tLeveraged predictive analytics to rebuild offer program

  increasing participation and EBITDAM by 10%\n\n

  Vice President of Marketing/Senior Officer

  Warner Hospitality

  Las Vegas

  Nevada Area

  Provided consumer-focused solutions for enhancing member and patient experience as part of Executive Internship Program. Consolidated CAHPS

  HEDIS

  CMS Star Measures

  and physician practice data into single information repository. \n\n•\tCreated Physician Advocate tools to acknowledge practice managers for contract renewal and patient satisfaction\n•\tProposed member benefits matrix to streamline communication of 75 preventive services and coverages\n•\tDesigned new enrollment concept to enhance consumer engagement with commercial and Medicare lines of business\n•\tPrepared competitive analysis of commercial insurance products\n\t\n\n\n

  Consumer Experience Strategist/Intern

  UnitedHealth Group

  Executed customer relationship management

  member enrollment

  advertising

  PR

  database analytics

  social media

  and promotions. \n\n•\tLaunched return customer campaign that resulted in $260

  000 additional revenue per month\n•\tSaved company $265

  000 per year through streamlining print formats and migrating to email\n•\tIntroduced real-time mobile app for enrolling new visitors and redeeming awards on the gaming floor\n•\tNegotiated first-ever casino contract with California Lottery

  increasing member enrollment by 12%\n• Initiated transaction-based Facebook campaign

  resulting in increased tournament participation and restaurant revenue

  Viejas Enterprises

  UHS

  Centennial Hills Hospital

  Supported COO and CNO on administrative operations and patient experience initiatives as part of Executive Internship program.\n\n•\tConducted orthopedic readmission study focused on physician handoff processes

  patient satisfaction

  and multi-factor regression analysis\n•\tAssisted with gap analysis for Joint Commission certification in orthopedic procedures\n•\tIdentified process improvement for monitoring slider sheet procedures

  reducing shrinkage by 10%\n•\tAdministered tablet survey to patients in 48-bay ER

  ensuring 90%-100% daily capture rate\n•\tDeveloped leadership rounding dashboard to spot trends and correct patient satisfaction issues\n•\tBuilt system-wide turnaround time analysis of 544

  000 annual radiology tests

  resulting in more effective FTE scheduling\n•\tOrganized wound care center for pre-opening state inspection and prepared Medicare attestation\n•\tGenerated recommendation for higher utilization of on-site pharmacy\n

  Patient Experience Consultant/Intern

• 2004

  Harrah's Entertainment

  UnitedHealth Group

  Golden Nugget Las Vegas

  University of Nevada Las Vegas

  Oversaw database marketing

  advertising

  PR

  entertainment

  Total Rewards

  promotions

  player development

  interactive marketing

  bus program and group sales. Developed functional plan for retaining market share with entry of two new competitors. Served as on-camera spokesperson and conducted media training for other executives.\n\n•\tBuilt annual strategic plan

  and $20 million operating and capital budgets. Monitored monthly results against forecast \n•\tDelivered and monitored guest experience surveys and focus groups\n•\tManaged service training and performance of all marketing team members\n•\tConducted time-motion studies to improve customer flow at Member Services\n•\tInitiated and maintained strategic alliances between Harrah’s and Coca-Cola

  Anheuser-Busch and Live Nation\n•\tLed crisis plan and media relations during two property fires

  one active shooter and one meth lab incident

  protecting company reputation and stakeholder value\n•\tSupervised strategic grant writing and community partnerships valued at over $200

  000 with diabetes

  heart

  cancer

  and senior-related organizations

  generating positive image and customer loyalty\n\n

  Harrah's Entertainment

  Portuguese

  Spanish

  Italian

  English

  Pinnacle Award-Best Community Relations Project

  Three Square Food Bank Fundraising Gala

  PRSA

  Pinnacle Award-Best Social Media Campaign- Hard Rock Casino

  Sioux City

  Outstanding Graduate Student of the Year

  UNLV School of Community Health Sciences

  Diamond Romero Award Winner for Best VIP Promotion

  Silver Romero Award

  We were recognized for an ongoing Pin-Up Girl campaign that fostered loyalty and pays tribute to our company's rich heritage and our founders' vision. We posted significant headcount and revenue increases at initial kick-off

  owing to the consistent theming and customer engagement the program delivered.

• 1999

  Pinnacle Award-Best Ethnic Campaign for Hispanic Marketing

  PRSA

  Alpha Phi Sorority

  two-time Society of Professional Journalists Scholarship recipient

  BS

  President's List

  graduated cum laude

  Magazine Journalism - Newhouse School

  MBA

  International Marketing and Information & Communications Systems

  Founder and Editor In Chief of Fordham Business Magazine

  Women In Business member

  American Marketing Association member

• Native American Gaming: Holly O'Brien | CEM Audio Edge

  Host Valerie Red-Horse is delighted to bring you this month's Native American Gaming show. Red-Horse will be joined by Holly O'Brien

  vice president of marketing for...

  On the November edition of her show host Valerie Red-Horse was joined by Holly O'Brien

  former vice president of marketing for Warner Gaming...

  Co-Chaired \"Together We Can\" event held at Cannery Casino

  which collectively raised over $100

  000.\n\nThree Square is Southern Nevada's only food bank. Established in 2007 to provide hunger relief

  Three Square offers wholesome

  nutritious food to non-profit and faith-based organizations

  schools and feeding sites that serve a wide range of Southern Nevadans in need. A national model project

  inspired by Eric Hilton with a grant provided by the Conrad N. Hilton Foundation

  Three Square is a community collaborative partnership with businesses

  non-profit agencies

  food distributors

  higher education institutions

  the Clark County School District

  governmental entities

  the media and thousands of volunteers to efficiently and effectively serve hope to those in our community struggling with hunger.

  Three Square Food Bank

  Accreditation Committee

  PRSA is the largest professional organization serving the U.S. public relations community. With a mission to “advance the profession and the professional

  ” PRSA provides news and information

  thought leadership

  continuing education and networking opportunities; sets standards of professional excellence and ethical conduct; and advocates for the business value of public relations and greater diversity among public relations professionals.

  Public Relations Society of America (PRSA)

  Programs and Continuing Education Co-Chair

  The American College of Healthcare Executives (ACHE) is an international professional society of 40

  000 healthcare executives who lead hospitals

  healthcare systems and other healthcare organizations. ACHE's mission is to advance our members and healthcare management excellence. Nevada was one of only two chapters in the entire country to win the award for Chapter Excellence.

  American College of Healthcare Executives

  Marketing Communications

  Loyalty Marketing

  Public Relations

  Email Marketing

  Integrated Marketing

  CRM

  Online Marketing

  Marketing Strategy

  Social Media

  Marketing

  Mobile Marketing

  Database Marketing

  Advertising

  SEM

  Casino

  Direct Marketing

  Management

  Strategic Planning

  Gambling

  Social Media Marketing

  The Best Ideas

  Casino marketers confront a world of change armed with the enduring lessons of the past

  The Best Ideas

  The casino marketing team is the creative force behind a property’s advertising and promotional\ncampaigns

  generating player excitement and enticing new visitors to the gaming floor. As\nplayers and their means of communication become more sophisticated

  marketers must modify\ntheir campaigns. This month we talked with casino marketing professionals from across the\nnation about their strategies for creating player excitement. Here is what they had to say…

  Spotlight On Marketing

  We won a Diamond Romero Award for VIP Marketing for one of our managed properties. The Inn of the Mountain Gods experienced significant revenue lift and loyalty building for our weekend-long TaylorMade Golf Bag giveaway

  coupled with welcome reception and golf tournament.

  Honorable Mention Romero Awards

  Cannery Casino was recognized with two Romeros this year. We won in the category of Community Relations for the \"Together We Can\" Fundraiser with Three Square Food Bank

  and for Casino Promotions for our gift program.

  Silver Romero Award

  Silver Romero Award for recognition of Cannery's Pin-Up Girl branding campaign

  Casino Marketing Conference Experts Panel

  Wednesday

  July 24th

  11:00 am\nCasino Marketing 10th Anniversary Special Session:\nThe Future of Casino Marketing: The Operators’ Roundtable\nLooking back 10 years on the casino marketing profession

  no one could have anticipated the wide array of tools

  technology and tactics that exist today to help senior marketing executives grow casino and non-casino revenue alike. But what will casino marketing look like 10 years from now? Will it be a sea change or a slower

  incremental progression? Will social media dominate? Will mobile messaging and email marketing replace direct mail? Will customized

  individual bonuses be delivered to players right at their slot machines? In this Casino Marketing 10th Anniversary special session

  some of the smartest and most experienced senior casino marketing executives will peer into their crystal balls to try to answer these questions and more.

  Gaming Technology Forum Speaker

  Direct Marketing: Adopting new Technologies and Strategies:\n\nAre you managing the growing demands of direct marketing or are they managing you? More data

  more content

  more personalization and now more channels are today’s daunting reality of casino direct marketing. With no clear answers in sight

  casinos need a realistic plan to overcome these challenges or they will face rising costs and lackluster results. Creating a successful plan will be easier if casinos define their needs and understand their customers’ wants. Discussion topics will begin with requirement considerations to unlock the secret of complete channel integration (print

  e-mail

  text and social media)

  executing multi-channel campaigns

  composing data-driven content and marketing automation with justification to improve current ROI while saving real dollars. \n\nPanelists: Christy Joiner Goodman

  Holly O’Brien

  Golly Prabhu

  Bob Sousa

  Keynote Speaker--Host Development Conference

  An account of Player Development from the customer's perspective

  and the revenue it generates for the entire property. The address highlights the challenges of being an ultra-high frequent locals property. Additionally

  I share how we retain and grow the UNusual suspects by applying a very disciplined and mathematical targeting approach.

  Pinnacle Award Winner

  Cannery Casino won two Pinnacle Awards this year. We received the top honor for Multicultural Marketing and an Award of Merit for Creative Tactics on the Anchorman II launch.

  Pinnacle Award Winner

  Hard Rock Sioux City won the highest level of Pinnacle Award for leveraging social media to influence the public and Iowa Racing and Gaming Board to grant the only gaming license in the city. We launched an integrated email

  facebook

  twitter and offline campaign to build support and advocacy

  and we won.

  Host Development Conference Speaker

  Panel discussion on the \"Future of Player Development\"

  Holly

  O'Brien

  MBA

  MHA

  APR