Crown Melbourne has announced the appointment of Carter Bair as its new Chief Marketing Officer, tasked with shaping the property’s overall marketing strategy.
Specifically, Bair will lead Crown Melbourne’s brand strategy and positioning, oversee digital and database marketing, loyalty programs, major partnerships, promotions and the events and entertainment portfolio, with the goal of deepening customer engagement and driving commercial performance across the business.
According to information from the company, Bair brings more than 18 years of experience in the gaming and hospitality sector and joins Crown Melbourne after nearly two years as Chief Marketing and Gaming Officer at Crown Perth, where he was responsible for the strategy and operations of the Marketing, Entertainment, Gaming, Facilities & Engineering, Crown Playsafe and Surveillance divisions.
He has previously directed marketing strategies for leading operators including MGM Resorts International, Peninsula Pacific Entertainment, JNB Gaming and Boyd Gaming, working across key regional markets in the United States such as New York, Michigan, Kansas and Iowa.
“Crown Melbourne has long been recognized as an iconic brand,” Bair said. “I’m thrilled to join this incredible team and help shape the next chapter of its story, creating unforgettable experiences, elevating our brand presence, and connecting with guests in meaningful ways. Together, we’ll continue to innovate and set new standards for world-class entertainment.”
Crown Melbourne CEO, Ed Domingo, added, “Carter’s deep understanding of the gaming industry and proven track record make him the perfect fit for this role.
“His expertise will be instrumental in strengthening our marketing capabilities, streamlining the guest journey, and driving guest loyalty to help reinforce Crown Melbourne’s position as a market leader.”
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