Mary Loftness is a 25-year veteran marketing strategist with extensive experience in Customer Relationship Management. Having spent her career driving the measurability of marketing and the need to define and track acceptable returns on investment, she understands the need to quickly assess marketing issues and propose solutions which yield both immediate and impressive results. She learned the importance of effective value-based pricing and yield management working with Radisson and Westin hotels. As Vice President of Relationship Marketing at Station Casinos, she knew how to combine direct marketing, an effective call center, and the Web into a powerful marketing engine to drive both new and repeat customer behavior. She drove the project planning and launch of one of the first, and to this day, most successful multi-property loyalty programs in the industry. Mary’s company, Profitable Customers, has been providing CRM consulting to the gaming industry for more than 15 years.