In an attempt to help in the resuscitation of its beleaguered reputation and Australian casino operator Crown Resorts Limited has reportedly hired Danielle Keighery (pictured) to serve as its new Chief Corporate Affairs and Brand Officer.

According to a report from Inside Asian Gaming, the Melbourne-headquartered firm declared that the appointment to the newly-created post is due to become official from early next year as ‘part of its ongoing business transformation’ and see the executive lead its ‘brand and reputation work across all touch points’. The source detailed that Keighery is currently working as the Chief Customer Officer for Bank of Queensland Limited after 16 years with Virgin Australia Holdings Limited where she held a number of senior marketing, brand, corporate affairs and customer experience roles.

Aggressive appointments:

Crown Resorts Limited reportedly declared that Keighery is to also have the alignment of ‘its corporate affairs, public relations, government relations, brand, sponsorship, media and all corporate communications functions under her stewardship’ in order to improve the way it interacts with stakeholders, patrons and regulators. The company’s move purportedly follows the March hiring of Steven Blackburn to serve as its latest Chief Compliance and Financial Crime Officer as well as the more recent engagements of Betty Ivanoff, Tony Watson and Nick Weeks to fill its General Counsel, Chief People and Culture Officer Executive and Transformation and Regulatory Response General Manager posts respectively.

Standing slump:

The esteem of Crown Resorts Limited, which is responsible for the gambling-friendly Crown Melbourne and Crown Perth properties, was reportedly tarnished earlier this year when it was refused a casino license for its new Crown Sydney development owing to allegations that it may have been complicit in a slew of money laundering offences. Things purportedly then went from bad to worse after a royal commission looking into similar claims in the state of Victoria placed the firm on probation while describing its stance towards the implementation of effective anti-money laundering controls as ‘disgraceful.’

Prominent praise:

Steve McCann was named as the new Chief Executive Officer for Sydney-listed Crown Resorts Limited in August and he has reportedly been leading efforts to help the operator revive its troubled reputation. The boss purportedly asserted that the range of experience held by Keighery across a range of ‘high-profile and highly-regulated and complex industries’ means that she is certain to be the ‘perfect fit’ for this campaign.

Reportedly read a statement from McCann…

“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.”