Crown Melbourne has announced the appointment of Cart Bair as its new chief marketing officer.
Bair has a long history with Crown Resorts, coming a role at Crown Perth as chief marketing and gaming officer.
Bair comes with immense industry experience, previously chief marketing where he led the strategy and operations of a range of areas including entertainment, surveillance, gaming machines, facilities and engineering, marketing and Crown PlaySafe table games. Prior to Crown Resorts, Bair was vice president of marketing at MGM Grand Detroit responsible for leading strategic marketing vision for the casino resort.
The new role will see Bair head Crown Melbourne’s digital strategy, brand, promotions, partnerships, events and loyalty program, leveraging on his considerable experiences with the major Australian and US gaming operators.
The new appointment comes not long after the departure of Yolanda Uys from her role of group executive general manager of brand and marketing for Crown Resorts. Uys was responsible for customer experience, brand and reputation of Crown Sydney, Melbourne and Perth.
Although a technically different role, the strategic focus and core responsibilities immensely overlap. Both roles involve the enhancement of customer experience, driving marketing initiatives, shaping brand perception and launching loyalty programs. The main distinction between the two is largely organisational, with Uys’s role encompassing multiple locations whilst Bair is focused primarily on Melbourne.
