Head of Marketing
Groupe Barrière is a family-owned company founded in 1912 and now led by the fourth generation. A leading player in premium leisure and hospitality, it operates 32 casinos, 1 gaming club, 20 luxury hotels across 37 destinations, and more than 150 restaurants and bars.
In Switzerland, it runs the casinos of Montreux, Fribourg, and Courrendlin, built on a promise of elegance, friendliness, and high-quality service. Casino Barrière Montreux is an iconic Riviera destination combining gaming, gastronomy, and live entertainment in a unique lake-and-mountain setting.
As Marketing Director, I led the marketing activities for Casino Barrière Montreux, while overseeing the marketing operations in Fribourg and Courrendlin. My role combined team leadership, strategic planning, and operational execution across multiple sites, with a strong focus on new customer acquisition and revenue growth.
Team Management & Leadership
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Developed the overall vision and action plans to enhance the attractiveness of the casino and strengthen its presence in local market.
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Directed and coordinated marketing teams, fostering performance and accountability across all three casinos.
Customer Acquisition
I designed and implemented a targeted customer acquisition strategy for Casino Barrière Switzerland. The strategy focused on attracting new visitors, particularly first-time visitors, through a combination of data-driven campaigns, local engagement, and tailored events.
Key actions:
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Segmentation & targeting: identified high-potential audiences and first-time visitors using internal CRM data and market insights.
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Multi-channel campaigns: launched digital (social media, email, website, DOOH) and offline (OOH, radio, internal prints, partnerships, PR) campaigns to increase reach and awareness.
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Promotional & experiential initiatives: designed offers and games, loyalty incentives, and signature events (e.g., Montreux Burlesque Show) to drive visits and engagement.
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Monitoring & optimization: tracked KPIs such as new visitor entries, first-time player conversions, and revenue per new customer to continuously optimize campaigns.
Benefits & outcomes:
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+5.53% first-time visitors – successfully attracted new clientele to the casinos.
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+10.57% non-member entries – boosted overall traffic and engagement.
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+14.49% gaming revenue from non-members – directly increasing casino profitability.
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Strengthened brand presence in the region and enhanced the effectiveness of subsequent campaigns.
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Created a repeatable acquisition framework for continued growth across multiple casino sites.
28 avril 2025 au 18 mai 2026, vs N-1
Communication & Media Agency Management
Designed and executed the marketing plan in partnership with external agencies, managing the accounts of Montreux, Fribourg, and Courrendlin casinos.
Signature Event Creation
Developed the Montreux Burlesque Show, a bespoke entertainment concept that generated over CHF 250,000 in revenue.
My latest projects
