Mark Frissora ,CEO of Caesars Entertainment Corporation (CEC), is set to implement an aggressive global expansion strategy with CEC looking to grow its corporate assets ‘beyond gambling’.
Last week, Frissora confirmed the appointment of two key executive hires, placing former Hard Rock International VP Marco Roca as new ‘President of Global Development’ and leisure sector M&A veteran Michael Daly as ‘VP of Group Strategy & Acquisitions’.
Speaking to investors, Frissora stated that the executive appointments would help the US gambling operator ‘unlock new growth channels’ and ‘bring more focus to Caesars international network expansion’.
Appointed in 2015 as CEC leader, Frissora has navigated Caesars Entertainment’s complex bankruptcy and group restructure. The CEO has detailed that the company will official exit all its bankruptcy proceedings this September, marking a ‘new chapter’ for CEC and its stakeholders.
Having survived Caesars’ ‘Two crisis years’, Frissora is on a mission to restore the gambling operator and its brand to its former glories. Detailing insight on CEC’s ‘comeback’ Frissora wants to leverage Caesars and Harrah’s legacy brands to hotel ‘non-gambling’ developers opening his firm to new market expansions.
Having secured US bankruptcy protection last May, Frissora detailed that CEC must now prove to its established and future investors, that the company is a reliable cash-generating enterprise in the gambling and leisure sector.
Having redeveloped CEC’s executive management team, Frissora is keen to redevelop ‘Caesars proposition on the strip’ focusing on creating a new younger audience through more engaging games and experiences, combined with a new customer loyalty programme.
Though Caesars’ past may have been marred by a debt-laden expansion strategy, Frissora states that his company will not shy away from the M&A game, as CEC tackles amuch-changedd gambling sector at home and abroad.