MGM Resorts International make key appointment to drive customer experience

Article by : Charles Perrin Aug 3, 2023

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MGM Resorts International is making a concerted effort to enhance the customer experience by appointing Daniel Yang.

Yes, Yang, who has taken up the post of Chief Customer & Innovation Officer, will be tasked with maximizing MGM Resorts International’s global appeal and generating more profit.

In many ways, this is a significant position, and Yang will have to hit the ground running, but he has held similar roles in the past for various high-profile companies.

Intriguingly, the Chief Customer & Innovation Officer is a newly created job, but MGM Resorts will be desperate for Yang to make a meaningful contribution.

He is Ready to Throw Himself In

An adept strategist, Yang will be responsible for utilizing various digital technologies to transform the customer experience for MGM Resorts guests.

MGM Resorts is more than just a collection of hotels. There are also vast casino spaces, complete with the latest table games and slot machines to entertain those that stay with them.

For nearly 40 years, MGM Resorts has pitched itself as a luxury brand, and Yang will need to elevate his new employers to the next level. Hence, they remain relevant in a highly competitive environment in the US and beyond. And Yang is relishing the challenge of getting stuck into his role.

Reacting to his appointment, Yang said: “I’m thrilled to be joining MGM Resorts as the company continues to accelerate its plan to create and deploy high-impact digital products and services supporting the customer experience in multiple channels.

“The company and its leaders are driven to MGM Resorts as the world’s premier gaming entertainment company and the destination of choice for all their customer segments. I’m excited to partner with my new MGM colleagues to achieve this outcome.”

Wealth of Experience

Yang, who holds a bachelor’s degree from the University of California, Berkeley, and an MBA from the MIT Sloan School of Management, has vast experience.

Previously, he was Aristocrat Leisure’s Chief Strategy Officer, responsible for driving corporate strategy and development for the gambling company.

In addition, Yang has also held general management and operating roles at Viacom (now Paramount), and he was also the CEO and founder of a mobile gaming start-up.

His pedigree is undeniable and will be central to MGM Resort’s mission to drive organic growth.

Making Things More Meaningful

In working for a massive player in the entertainment and hospitality industry, Yang will need to help MGM Resorts stand out from the crowd and provide value for money for all who pass through its doors.

Trying to crack other markets, for example, will be critical as MGM Resorts has a proven track record in the US. MGM Resorts and Marriott International recently agreed on a long-term license to develop the Marriott Bonvoy collection. The resort will incorporate 17 MGM buildings and more than 40,000 rooms in Las Vegas.

Recent reports have suggested that by the end of 2024, MGM Resorts will begin construction on a resort with an integrated casino in Osaka, Japan. There have also been rumors MGM Resorts is poised to build a casino in Thailand.

And Yang could play a significant role in any completed projects when fully up and running.

Discussing the appointment of Yang, MGM Resorts International CEO and President Bill Hornbuckle said: “Dan is a progressive, strategic thinker with a wealth of industry experience leveraging technology and digital strategies to enhance the guest experience in a significant and differentiating way.

“Dan’s leadership will be instrumental as we drive organic growth through sales, marketing, loyalty, and product development.

“We’re excited to have him as a member of our leadership team.”

Final Thoughts

MGM Resort has always seen itself as being innovative and moving the needle in terms of discovering new ways to engage with its customers.

Yang’s appointment is a prime example of this, as MGM Resorts don’t wish to rest on its laurels and take anything for granted. MGM Resorts will face challenges in the coming months and years, but Yang will work tirelessly to take MGM Resorts to the next level.

There is plenty of work to be done as far as Yang is concerned, but this is an exciting appointment nevertheless and one that could be a match made in heaven.

If Yang can express himself creatively, then he could be one of the missing pieces in the MGM Resort jigsaw that has been solved. Only time will tell how he performs and brings about changes, but it will undoubtedly be paid close attention to in the future.