Crown looking to revamp brand image with latest executive appointment

Australia’s Crown Resorts has announced the appointment of Bank of Queensland Group’s Chief Customer Officer Danielle Keighery to the newly created role of Chief Corporate Affairs and Brand Officer for Crown Resorts.

Keighery’s appointment, set to become reality in early 2022, is described by Crown as “part of its ongoing business transformation” and will see her “lead Crown’s brand and reputation work across all touch points and align its corporate affairs, public relations, government relations, brand, sponsorship, media and all corporate communications functions under her stewardship.”

She joins a number of other recent appointments to Crown’s executive team, including Chief Compliance and Financial Crime Officer Steven Blackburn, Group General Counsel Betty Ivanoff, Chief People & Culture Officer Tony Weston and Executive General Manager of Transformation and Regulatory Response, Nick Weeks.

Crown’s reputation is currently at an all-time low after a Royal Commission into its suitability to retain its Melbourne casino license found the company unsuitable. It did, however, offer a two-year grace period in which to prove it us suitable under the supervision of a Special Manager.

The Commission’s report included a finding that “for many years Crown Melbourne had engaged in conduct that is, in a word, disgraceful. This is a convenient shorthand for describing conduct that was variously illegal, dishonest, unethical and exploitative.”

Crown Resorts CEO Steve McCann has described Keighery’s appointment as an important step in enhancing the way Crown communicates with stakeholders across the board.

“Danielle’s experience in high profile, highly regulated and complex industries makes her a perfect fit for Crown Resorts,” he said.

“As part of our transformation we have committed to a more proactive approach with our stakeholders to rebuild trust as well as equity in our brand more broadly. Danielle’s unique experience makes her perfectly placed to drive this and we look forward to her joining the executive team early in the new year.”

Currently Chief Customer Officer at Bank of Queensland Group, Keighery previously spent 16 years at Virgin Enterprises and Virgin Australia Group in senior executive roles across Corporate Affairs, Brand, Marketing and Customer Experience, Crown said.

The post Crown looking to revamp brand image with latest executive appointment appeared first on IAG.

Read Rhis 👉 新聞來源
——
博彩新聞 Gambling Inside News
t.me/GamblingInsideNews
——
via Adam Qain AceBqj7s

#IAG
#亞博匯