JOSE MELCHOR
Chicago
Summary
Marketing professional with experience leading integrated, multi-channel campaigns across digital, on-property, and traditional channels within a fast-paced, regulated casino environment. Proven ability to manage brand presence across web, mobile app, paid media, and on-site experiences while driving guest engagement and revenue growth. Strong cross-functional collaborator with expertise in creative development, campaign execution, and data-driven optimization.
Overview
4
4
years of professional experience
Work History
Advertising & Publicity Manager
American Place Casino
Waukegan, IL
07.2024 - Current
- Serve as a key driver of brand strategy and execution for a new casino property, overseeing marketing initiatives across digital, on-property, and traditional channels
- Play a key role in building and scaling the marketing function, establishing workflows, processes, and campaign infrastructure for a new and growing organization
- Lead the development and execution of integrated marketing campaigns across OOH/DOOH, website, display, OTT/CTV, paid social, paid search, and on-property channels to drive guest acquisition and revenue
- Direct and collaborate on creative development across all marketing touchpoints, ensuring brand consistency and high-quality execution across digital and physical environments
- Execute and optimize all digital marketing campaigns, including paid social, search, and programmatic, leveraging performance data to improve ROAS
- Oversee website strategy, rebuild, and ongoing management, improving user experience and reducing reliance on external agencies
- Lead and support photo shoots, video production, and commercial development, contributing to concepting and execution of brand campaigns
Digital Marketing Analyst
Rivers Casino
Des Plaines, IL
08.2023 - 06.2024
- Managed and optimized the casino’s website, mobile app, and paid social channels, ensuring a consistent brand experience across all digital touchpoints
- Executed digital campaigns across social media to support promotions, events, and revenue-driving initiatives
- Owned performance reporting and insights using GA4, Looker Studio, Sprout Social, and BrightEdge, translating data into actionable optimization strategies
- Boosted on-page SEO performance, achieving a 235% increase in top-ranking keywords, while reducing paid social CPC by 77% through data-driven bidding strategies and content optimization
- Increased web traffic and social audience by 36% through targeted audience strategies and cross-channel campaign execution
- Work closely with the Advertising & Communications team to align digital initiatives with property-wide goals and brand standards
Advertising & Communications Specialist
Rivers Casino
Des Plaines, IL
08.2022 - 08.2023
- Supported the development of creative for email, direct mail, digital, and on-property channels, ensuring cohesive messaging across all touchpoints
- Contributed to brand governance by helping uphold visual identity and messaging standards across all guest-facing materials
- Gained hands-on experience with marketing workflows, including proofing, approvals, feedback cycles, and cross-functional collaboration to ensure timely and accurate deliverables
- Coordinated with external agency partner to bring creative concepts to life, including on-property signage, promotional materials, and digital executions
- Assisted in the creation, refinement, and deployment of property-wide collateral and digital creative assets, maintaining consistency and alignment with brand standards
Education
Bachelor of Science in Marketing - Concentration in Digital Marketing & Promotions
University of Illinois At Chicago
Chicago, IL05-2022
Skills
- Brand Management
- Cross-Functional Collaboration
- Creative Development & Production
- Campaign Strategy, Execution & Optimization
- Organic Social Media Strategy & Execution
- Digital & Traditional Advertising (DOOH/OOH, Display, Radio, OTT/CTV, Broadcast)
- Paid Media Strategy (Social, Search, Programmatic)
- Website & Mobile App Management
- Marketing Analytics (GA4, Looker Studio, ACS Gaming, BrightEdge)
- Audience Targeting & Segmentation
Websites
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Timeline
Advertising & Publicity Manager
American Place Casino
07.2024 - Current
Digital Marketing Analyst
Rivers Casino
08.2023 - 06.2024
Advertising & Communications Specialist
Rivers Casino
08.2022 - 08.2023
Bachelor of Science in Marketing - Concentration in Digital Marketing & Promotions
University of Illinois At Chicago