Asian gambling operator Melco Crown Entertainment (MCE) has undertaken a senior executive restructure as the firm seeks to reverse its declining corporate performance.
A raft of executive changes was confirmed by MCE CEO Lawrence Ho, who has assumed greater control of the company following last December’s equity sell-off by James Packer’s Crown Resorts.
Aiming to reverse the declining performance of its Macau casino properties, Ho announced the appointment of former Louis Vuitton global marketing lead Frederic Winckler to the newly created role of Chief Brand & Marketing Officer.
Detailing the leadership hire, Ho stated that the company would utilise Winckler’s knowledge and experience to “develop an enhanced strategy to leverage MCE’s luxury and entertainment propositions”.
Announcing further changes to its Macau leadership structure, Ho confirmed the appointments of industry veterans Gabriel Hunterton as Property President for ‘City of Dreams Macau’ and Andy Choy as President of the Altira and Mocha Clubs Macau.
Hunterton and Choy will be supported by the promotion of Jarlath Lynch to the position of Senior VP for Group Hotels, Food & Beverages.
Moving forward MCE will move to create a ‘new corporate entity’ which reflects Crown Resorts reduced influence on its day-to-day operations. Lawrence Ho further detailed that a leadership rethink was needed to implement an effective strategy towards building the firm’s non-gambling propositions.
“2017 will be another exciting year for myself, Macau and MCE. I look forward to working with many seasoned international talents in my management team. With the continuous support and dedication from all of our colleagues, Melco Crown Entertainment will continue to be innovative in offering the best-in-class hospitality and entertainment experiences to our existing and new customers.”