BRAND MARKETING - STRATEGY | GROWTH | DEVELOPMENT
CURRENT POSITION: EXECUTIVE DIRECTOR OF BRAND STRATEGY | MGM RESORTS
Nice To Meet You
COLE NIKODEMUS
MARKETING STRATEGY PORTFOLIO
I see marketing as the mesmerizing fusion of art and science, where data seamlessly blends with creativity, and analytics harmonize with passion. Anchored in this philosophy and fortified by a robust foundation in brand marketing, I've excelled in three pivotal domains.
MY BRAND MARKETING EXPERTISE
STRATEGY
Crafting targeted marketing strategies tailored to unique brand identities has been instrumental in driving my success.
GROWTH
Utilizing sophisticated customer segmentation strategies has been pivotal in driving growth across my endeavors.
DEVELOPMENT
Championing innovative product development and branding initiatives has been central to my trajectory of achievement.
LET’S TALK
MY STRATEGIC APPROACH
TO BRAND BUILDING
Spearheaded strategic initiatives at MGM Resorts to maximize brand awareness and drive significant demand in a highly competitive landscape.
Leveraged the collective strength of MGM Resorts, MGM Rewards, BetMGM, and sub-brands like Bellagio to foster growth and elevate the MGM brand.
Implemented a consistent strategy aimed at positioning MGM Resorts and its associated brands as the top-of-mind choice for consumers.
Employed bold and innovative tactics, often pioneering first-to-market approaches to capture market leadership.
Integrated sub-brands seamlessly into the overarching brand narrative to amplify brand equity and consumer engagement.
Established strategic partnerships and executed collaborative campaigns to maximize synergies between the MGM brand and its sub-brands, resulting in heightened brand recognition and market presence.
BUILDING THE MGM BRAND
Throughout the past few years, I've dedicated myself to strategically crafting and advancing the brand of MGM Resorts with a central guiding principle: Entertainment fulfills a fundamental human need. My approach involved harnessing the power of multiple brands and capitalizing on significant events, both positive and challenging. This strategy was meticulously executed to underscore our brand's purpose, foster lasting customer loyalty, and draw in new audiences.
Recent Strategic Campaigns
2022 LOYALTY REBRAND———
The Challenge:Transform a relatively stagnant casino loyalty brand into a dynamic and engaging program that resonates with a wider and more diverse consumer base.
In 2022, MGM Resorts embarked on a transformative journey, rebranding its esteemed Mlife Rewards program into the newly introduced MGM Rewards. This strategic shift aimed to simplify the program's identity while broadening its appeal to a diverse audience. The revamped MGM Rewards boasted an enriched rewards structure, featuring enhanced benefits tailored to cater to a myriad of consumer preferences. Accompanying this evolution was a robust marketing campaign, meticulously crafted to communicate the program's enhanced offerings to both existing and prospective members. Through targeted messaging and promotional efforts, MGM Resorts sought to ignite excitement and anticipation surrounding the reimagined loyalty program. This rebranding endeavor underscored MGM's unwavering commitment to delivering exceptional experiences and value to its cherished patrons, solidifying its position as a pioneering force in the hospitality and entertainment industry.
2024 SUPERBOWL LVIII———
The Challenge: Achieve the highest share of voice and maximize player acquisition for BetMGM, while capturing significant market share at MGM Properties during the highly competitive and inaugural Super Bowl in Las Vegas.
This year's Super Bowl in Las Vegas witnessed a concerted effort from MGM and BetMGM to elevate the fan experience:
BetMGM debuted a star-studded Super Bowl commercial featuring Tom Brady, Vince Vaughn, and Wayne Gretzky, generating buzz and excitement around the event. Meanwhile, MGM collaborated with comedians Bert Kreischer and Tom Segura for real-time content execution in Las Vegas, injecting humor and spontaneity into the festivities. Additionally, MGM introduced the "MGM ZONE," a physical space strategically designed to retain fans at MGM properties, offering exclusive experiences and incentives. Through these strategic initiatives, MGM and BetMGM successfully heightened anticipation and engagement surrounding the Super Bowl, reinforcing their positions as leaders in the sports entertainment and sports betting industries.
———2021 LAS VEGAS COVID REBOUND
The Challenge: Develop and execute a rebound campaign for the largest casino provider in Las Vegas, revitalizing a business fundamentally centered on large group gatherings, in the wake of the Covid-19 pandemic.
MGM Resorts launched the impactful "ITS TIME" campaign in 2021 as a response to the challenges posed by the COVID-19 pandemic. The campaign served as a rallying cry, emphasizing the collective resolve to navigate through unprecedented times together. Through a series of emotionally resonant messages, the campaign conveyed hope, resilience, and unity, urging individuals to stay connected and stay safe while also looking forward to brighter days ahead. "ITS TIME" encapsulated MGM's commitment to prioritizing the well-being of its guests, employees, and communities, while also highlighting the eventual return to the vibrant entertainment experiences for which the brand is renowned. Through innovative storytelling and strategic messaging, the campaign not only reinforced MGM's brand values but also fostered a sense of solidarity and optimism during a period of uncertainty.
———2023 Formula 1 Las Vegas Grand Prix
The Challenge: Address the marketing challenges posed by the Formula 1 Las Vegas Grand Prix, including a limited international database, highly-priced packages, and lower-than-expected demand, by focusing on the fans.
When Formula 1 announced its return to Las Vegas after over 40 years, the sporting world erupted in excitement. With a staggering 315,000 fans attending race weekend, brands flooded in, vying for attention through extravagant partnerships and activations. Amidst this frenzy, MGM, as the largest operator on the strip, sought to make its mark. Recognizing the need to stand out during this momentous occasion, we eschewed the conventional celebrity-driven approach and instead tapped into a beloved F1 tradition: the shoey. Popularized by F1 driver Daniel Ricciardo, the shoey symbolizes triumph and celebration. Thus, we introduced The Shoey Bar, a shrine dedicated to this tradition, overlooking the track at MGM's Bellagio property. Fans eagerly lined up for custom-made Sparco racing shoes filled with cocktails, reveling in the opportunity to emulate their favorite F1 drivers' victory celebrations. The response was overwhelming, with enthusiasts willingly paying nearly $200 per drink and eagerly sharing their experiences on social media. Our innovative activation not only captured the attention of racing fans but also garnered widespread media acclaim, solidifying our presence at one of the most significant races in recent history—all achieved with just a shoe.
The King of Sportsbooks
2020 - BetMGM
There’s Always a Reason
2019 - MGM Springfield
Las Vegas Sports Campaign
2020 - MGM Resorts
Libertine Social Campaign
2017 - Mandalay Bay
Grand Opening Launch Campaign
2018 - MGM Springfield
Let the Show Begin
2019 - MGM Resorts
BRAND GROWTH
As a leader in brand strategy for our commercial growth program, developing innovative approaches to prioritize content creation and enhancing the appeal of our business to high net worth guests. I am dedicated to driving significant demand and maximizing brand awareness in a competitive landscape by implementing strategic initiatives that position our brand as the top-of-mind choice for consumers. This involves bold, first-to-market tactics that elevate our offerings and capture the attention of our target audience.
As a leader within MGM Resorts, I spearhead dynamic development initiatives ranging from the groundbreaking MGM Springfield to innovative restaurant concepts and cutting-edge digital products like BetMGM. My proficiency revolves around elevating brand visibility and driving demand in a fiercely competitive market through pioneering, ahead-of-the-curve strategies.