Vice President of Marketing/CMO - Hard Rock Hotel
As a seasoned marketing and advertising executive with a “hands-on” approach, Vice President of Marketing/CMO Phil Shalala has proven successes in all aspects of business development, branding, public relations and advertising. Throughout his diverse career, his unique vision and approach to marketing has allowed him to create and direct an organization’s market strategy, develop an economic business case and execute an aggressive project plan.
Shalala joined the Hard Rock Hotel & Casino in 2003. Known as the hottest place in Las Vegas for the 21-40 age group, currently the most influential and trend-setting demographic, the Hard Rock was feeling tremendous pressure at the time from the rapid and ever-growing expansion of Las Vegas and the influx of properties looking to tap into this hot market. Shalala was charged with the sensational task of bringing back the “Marquee” perception of the Hard Rock as the #1 destination spot in Las Vegas for this targeted & hard-to-reach demographic.
In addition to brand management and partnering, Shalala has managed to make the Hard Rock Hotel a media icon. He has developed and executed top events, both on and off premise, such as Maxim Hot 100, MTV’s Video Music Awards, World Music Awards, NASCAR and Superbowl. He has also leveraged key media outlets such as US Weekly, E!, Extra, VH1 and MTV as Hard Rock insiders, all in efforts to keep the property in the targeted demographic eye line.
As a results-oriented marketing and advertising executive, Shalala has created award-winning advertising campaigns for all property assets, streamlined all casino marketing department initiatives and managed the largest discretionary budget within the organization. His contributions and attention to all aspects of business control allowed for the largest EBITA increases in company history.
Prior to joining the Hard Rock Hotel & Casino, Shalala was Partner at a San Diego-based full-service marketing, advertising and athlete representation firm for the action sports industry. He developed advertising and marketing strategies for Coca-Cola, Nestle, AT&T, T-Mobile, Disney and ESPN. He also held previous marketing positions and carried increasing levels of responsibilities at Tracey Locke where he spearheaded the marketing strategy and brand positioning for Mountain Dew.
Shalala earned a B.S. in Marketing and Communication from Iowa State University.