Seneca Gaming has named Cynthia Liu its new Chief Marketing Officer.
Liu will lead strategic marketing initiatives for the corporation and its three gaming properties: Seneca Niagara Resort & Casino in Niagara Falls, New York; Seneca Allegany Resort & Casino in Salamanca, New York; and Seneca Buffalo Creek Casino in Buffalo, New York. Liu also will work with Seneca Hickory Stick Golf Course in Lewiston, New York.
Liu will oversee brand strategy, advertising, digital transformation, player development, revenue management, group sales, database marketing, entertainment and loyalty programs.
“Cynthia is a dynamic executive and leader with a vision to bring renewed energy and elevated awareness to our properties and the experience we offer our guests,” Seneca Gaming Corporation President and CEO Kevin Nephew said in a statement. “We know that our Seneca properties represent the best places to work, stay and play. With Cynthia’s vision, we are going to make our brands, and the promise behind them, stand out in new and exciting ways.”
Liu has more than 20 years’ experience in launching brands, creating integrated marketing strategies and collaborating with cross-functional teams to achieve business goals. She most recently was Vice President of Global Brand Management for Travel + Leisure, where she led brand marketing strategy supporting $2 billion in sales revenue and raised awareness for more than 20 brands. She also has held global marketing positions with companies including Caesars Entertainment, Las Vegas Sands and Wyndham Hotels & Resorts.
“I am thrilled to be part of Seneca Gaming Corporation and its exceptional culture,” Liu said. “I am passionate about brand building. SGC has great history, a solid brand portfolio, beautiful properties, efficient operations and a loyal guest base. I look forward to working with our team members to tell compelling brand stories and cultivating lasting relationships with current and new guests.”
