Caesars Entertainment has selected a new chief marketing officer (CMO), Ruben Sigala. The decision comes after a thorough recruitment process. While he has assumed the role on a provisional basis since May, his official role as CMO is effective immediately. He took over the position temporarily, after the departure of chief commercial officer (CCO), Tariq Shaukat, who had fulfilled the CMO role between March 2012 and September 2014.
The recent appointment does not mark Sigala’s first interaction with CAESARS. In fact, he has been working with the team since September 2005, first as vice president of business strategy and revenue management, followed by a promotion to senior vice president and chief analytics officer in June of 2011.
Sigala’s experience is not only with Caesars. Prior to joining the team, he serves as a special projects manager for Princess Cruises, and also spent time with Ernst & Young’s National Cash Management Practice, as a consultant.
President and CEO of Caesars Entertainment, Mark Frissora, commented, “During his 11-year career with the company, Ruben Sigala has led analytics, pricing, yield and revenue management functions, and launched customer segmentation, big data and performance management platforms which have played key roles in our recent operational accomplishments.”
He added, “As interim CMO, Ruben has demonstrated the critical leadership and executions skills necessary to lead our marketing teams' pivotal role in our long-term success, and to collaborate effectively with our property and corporate leadership teams as we prepare to emerge from the CEOC (Caesars Entertainment Operating Company) bankruptcy process.”
Source:
“Caesars Entertainment appoints Ruben Sigala as chief marketing officer”, gamingintelligence.com, December 23, 2016.
