The Transformation of Crown Resorts Continues
In an attempt to regain their reputation after a torrid couple of years, Crown Resorts have appointed a new chief of corporate affairs and brand officer.
Danielle Keighery brings more than 20 years of experience to the role after working with several companies in the telco, media, and wealth management sectors, including the Virgin brand.
She is currently the chief customer officer at the Bank of Queensland Group, where amongst other achievements, she has implemented a customer transformation program for the BOQ Group of brands.
Danielle’s experience in high profile, highly regulated, and complex industries makes her a perfect fit for Crown Resorts. As part of our transformation, we have committed to a more proactive approach with our stakeholders to rebuild trust as well as equity in our brand more broadly. Danielle’s unique experience makes her perfectly placed to drive this, and we look forward to her joining the executive team early in the new year.
She has a big task in front of her after Crown Resorts only recently managed to retain their Melbourne license even though the Royal Commission deemed the resort to be involved in “illegal, dishonest, unethical and exploitative” conduct.
They were accused of a number of illegal activities, including being involved with money laundering and associating with drug traffickers and organized crime groups.