Crown Melbourne appoints Carter Bair as chief marketing officer

Crown Melbourne has appointed Carter Bair as its new chief marketing officer, tasking the experienced gaming and hospitality executive with leading the property’s brand, digital, loyalty and entertainment strategy.

Bair joins the Melbourne business after nearly two years as chief marketing and gaming officer at Crown Perth, where he oversaw marketing, entertainment, gaming, facilities and engineering, as well as Crown Playsafe and surveillance operations.

In his new role, Bair will shape Crown Melbourne’s overall marketing strategy, with responsibility spanning brand positioning, digital and database marketing, loyalty programs, major partnerships, promotions and the venue’s events and entertainment portfolio.

He brings more than 18 years’ experience across the gaming and hospitality sector, having previously held senior roles with MGM Resorts International, Peninsula Pacific Entertainment, JNB Gaming and Boyd Gaming. His career has spanned major regional markets in the US including New York, Michigan, Kansas and Iowa.

“Crown Melbourne has long been recognised as an iconic brand,” Bair said. “I’m thrilled to join this incredible team and help shape the next chapter of its story, creating unforgettable experiences, elevating our brand presence, and connecting with guests in meaningful ways.”

Crown Melbourne CEO Ed Domingo said Bair’s appointment would strengthen the group’s marketing capabilities and guest engagement strategy.

“Carter’s deep understanding of the gaming industry and proven track record make him the perfect fit for this role,” Domingo said. “His expertise will be instrumental in streamlining the guest journey and driving loyalty to reinforce Crown Melbourne’s position as a market leader.”