About
TONYA ROEDELL
Owner / President
troedell@BroaderReachConsulting.com
High degree of creativity with a strong proven track record in casino gaming, both operations and manufacturing. Marketing with a distinct ability to analyze market trends and competitive landscape - expertise in identifying opportunities and creating insight at a global strategic level and into the details.
She started her gaming career with Harrah's Entertainment (now Caesars Entertainment), where she managed 13 casinos in interactive marketing and was promoted to manage companywide (42 casinos) the email / mobile / sweepstakes divisions.. Within the 8 years, the company centralized operations and went through a major rebranding of Total Rewards. This involved a new website and improved interactive marketing plan. With the centralization, new processes through Salesforce were created through kaizen initiatives, which increased efficiencies and created accountability.
After eight years at Caesars Entertainment, she moved to manufacturing at Aristocrat Technologies, where she built two new divisions within the systems business: Professional Services and Large Account Management. In Professional Services, she completed due diligence to identify the service needs, built the offerings, staffed the team, managed the sales funnel, drafted SOWs and ensured engagements were completed on time and within budget. She was later promoted to the Strategic Initiatives department where she built a new division for large account management and partnered with Boyd Gaming where she served as executive oversight of 29 casino properties, ensuring that contractual obligations were met, managed the customer relationship to build success and assisted in operations, maximizing usage of technology.
Tonya was selected as an Emerging Leader in Gaming 2015 & 2018 - Top 40 under 40 and is an active member of Global Gaming Women.
Throughout her career, Tonya has delivered significant results while embracing organizational values of integrity, accountability, and customer experience.
Specialties in:
- Digital Marketing Strategy, including online media email, mobile, social, web
- Mobile Initiatives
- Online Gaming
- Loyalty Program Development
- Promotion Building
- Sweepstakes
- Management