Crown Melbourne hires casino expert Carter Bair as CMO

Crown Melbourne has appointed Carter Bair as its new chief marketing officer, tasking the experienced gaming and hospitality executive with shaping the property’s overall marketing strategy and driving commercial growth.

In the new role, Bair will lead brand strategy and positioning, digital and database marketing, loyalty programs, major partnerships, promotions, and Crown Melbourne’s events and entertainment portfolio, with a focus on deepening customer engagement and strengthening performance across the business.

Extensive gaming and hospitality experience

Bair brings more than 18 years of experience in the gaming and hospitality sector.

He joins Crown Melbourne from Crown Perth, where he spent nearly two years as chief marketing and gaming officer, overseeing the marketing, entertainment, gaming, facilities and engineering, and Crown Playsafe and surveillance divisions.

Throughout his career, Bair has led marketing strategies for major international operators, including MGM Resorts International, Peninsula Pacific Entertainment, JNB Gaming, and Boyd Gaming, across multiple regional markets in the United States, including New York, Michigan, Kansas, and Iowa.

Focus on growth, brand and guest experience

Bair said he was looking forward to helping guide the next phase of the Melbourne property’s evolution.

“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,” he said.

“Together, we’ll continue to innovate and set new standards for world-class entertainment.”

Ed Domingo, CEO of Crown Melbourne, said Bair’s appointment would strengthen the organisation’s marketing capability.

“Carter’s deep understanding of the gaming industry and proven track record make him the perfect fit for this role,” Domingo said.

“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.”

Top Image: Carter Bair 

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