Alex Limesand

- Managed GVC’s entire VIP department for casino gaming with over 40 direct reports stationed across four business regions - generating over €280 million in revenue annually. - Customers revenue increased 26% YoY after pioneering a sales culture and focusing the team on four core pillars – customer identification, development, retention and reactivation. - Negotiated a five percent reduction in supplier fees by leveraging an annual marketing budget of over €3.6 million.

- Accountable for the company’s VIP Account Management Program which generated over £16 million in annual revenue. - Designed a comprehensive VIP loyalty and benefits program that uplifted customer spend 35%. - Developed and led central marketing events that went on to generate ROIs of 3:1 – 5:1. - Negotiated business agreements with luxury hospitality partners including Arsenal FC, Harrods and Remy Martin that reduced business costs by 10%.

- Responsibilities included implementing, executing, and measuring VIP initiatives across Caesars Entertainment. - Led monthly performance reviews with multiple VIP casino marketing teams to help identify areas of opportunity. - Trained property-level users how to effectively utilize Salesforce. - Acted as the liaison between property leadership and enterprise analytics. - Coordinated with the VIP Casino Marketing Analytics department on company incentive programs.

- Redesigned procedures within VIP Operation reporting which increased program efficiency. - Developed Caesars Entertainment’s first real time customer reporting system which allowed Account Managers to track their performance against assigned business targets. - Processed monthly and quarterly reporting on performance for all of Caesars Entertainment. - Audited incentive programs for the Executive Host Departments and Sales Team.

Gaming Management