The Star Entertainment Group has announced a new marketing structure and direction, under the leadership of chief marketing officer George Hughes.

A major initiative for an organisation with a market cap of around $5 billion, it reflects the shift to a cohesive and coordinated marketing approach for the Group’s three owned and operated properties, The Star Sydney, The Star Gold Coast and Treasury Brisbane.

Hughes said the transformational development works across the Group, under a unified brand, provided the opportunity to implement a plan to help drive The Star’s next phase of growth.

“Over the next several years, we could be investing more than $5 billion to further develop our world-class tourism and entertainment destinations in South East Queensland and Sydney. Those plans have precipitated the need for a new marketing structure, one that is agile and has the ability to respond to the ever-changing media landscape.

“We’ve moved marketing to a functional specialist model and, as such, are investing in some heavyweight talent and creative thinking,” Hughes said.

Melanie Luque will join the group as the general manager, digital marketing.Luque brings deep digital marketing and customer experience specialisation to the role, having built her career at online platforms including eBay and Fairfax Digital brands including The Age, SMH, Drive, Domain and RSVP. She joins The Star from her role as marketing director at fitness guru Michelle Bridges’ 12WBT program.

Customer experience and marketing specialist Anthony Cohen has been appointed as general manager, brand, sponsorships and PR. Cohen has extensive career experience in customer- oriented service industries across airlines, hotels and consulting.

Marnie Darren joins the Group in the newly created role of managing partner, creative agency. She has 20 years’ experience in the advertising and marketing industry, including establishing the Luxury Arts agency for TBWA New York to service some of the world’s biggest brands, including H&M Global, Hearts On Fire, Michelin and Pernod Ricard.