Crown Melbourne has appointed gaming and hospitality executive Carter Bair as its new CMO, according to reports.
In his new role, Bair will be responsible for shaping Crown Melbourne’s overall marketing strategy, with oversight of brand and digital marketing, database and loyalty programs, major partnerships, promotions, and the venue’s events and entertainment portfolio.
His remit also includes strengthening customer engagement and supporting growth across the integrated resort’s gaming and non-gaming operations.
Bair brings more than 18 years of experience in the gaming and hospitality sector. He joins the Melbourne property from Crown Perth, where he spent nearly two years as Chief Marketing and Gaming Officer. During that time, he oversaw a broad portfolio including marketing, entertainment, gaming operations, facilities and engineering, as well as responsible gambling initiatives under the Crown PlaySafe program.
Prior to joining Crown Resorts, Bair held senior marketing roles with a number of major US gaming operators, including MGM Resorts International, Peninsula Pacific Entertainment, JNB Gaming and Boyd Gaming.
His experience spans several regional markets across the US, including New York, Michigan, Kansas and Iowa, and covers both large-scale integrated resorts and regional casino properties.
Commenting on the appointment, Crown Melbourne CEO Ed Domingo stated: “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.”
Bair himself added: “Crown Melbourne has long been recognised as an iconic brand. 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.”
The appointment comes as Crown properties navigate various operational challenges and milestones. Crown Perth recently celebrated its 40th anniversary, marking four decades of growth since opening as Burswood Island Casino in 1985.
Meanwhile, Crown Melbourne experienced significant disruption over the New Year period when more than 750 workers participated in industrial action on New Year's Eve and New Year's Day, stemming from ongoing disputes over a proposed two-tier wage system.
Crown Melbourne is one of Australia’s largest integrated resorts, featuring a casino, multiple hotels, extensive dining options and a major events and entertainment program
