Remarkably effective in fast-paced, tightly legislated environments, Carolyne joined HCS in 2018, bringing with her a unique and highly valued marketing skillset.
With over two decades of gaming marketing experience, Carolyne is proficient at developing best-practice strategies, has a deep understanding of player behavior, and possesses strong analytical skills. She is adept at maximizing AEMP spend; providing insights and developing strategies to increase active members and the value of individual players, which leads to increased patron loyalty to the venue.
Carolyne works closely with all HCS managed venues’ marketing representatives and general managers. Utilizing her comprehensive experience in casino database management, Carolyne determines the best marketing activity and offer that is appropriate for each club’s members, based on their individual behavior. This has proved to be very successful in growing active members and increasing their value to each venue.
Carolyne commenced her career with Sydney Harbour Casino, then moved into a role with the pre-opening of Star City, now The Star. She then worked for several years in the online betting sector before returning to the casino industry in 2010. After nearly 9 years at The Star Gold Coast, Carolyne joined HCS.
In her role as Director of Gaming Marketing at The Star Gold Coast, Carolyne was responsible for maintaining and growing market share in the immediate Gold Coast and greater south-east Queensland areas. She developed a range of successful marketing strategies for both the mass market (volume) and the VIP market, launching the Sovereign Room and also the Chairman’s Lounge in The Darling.
Highly experienced in loyalty programs, Carolyne has represented Treasury Brisbane and The Star Gold Coast at a Queensland level. She was also integral to the launch of Casino Dollars, Absolute Rewards, and The Star Club program. In addition, Carolyne led the marketing of several re-developed restaurants located at The Star Gold Coast, including the award-winning hatted Kiyomi, Cucina Vivo, and Garden Kitchen and Bar. She was also responsible for initiating
and managing all elements of the naming rights sponsorship of the 2018 Commonwealth Games in line with the opening of The Darling, which was a two-year project.
Carolyne is a qualified Prosci Change Manager and has an Advanced Diploma in Business with a major in Marketing.