On December 14, Seminole Hard Rock announced the promotion of Elena Alvarez to senior vice president of marketing and brand partnerships for Seminole Gaming and Hard Rock International.
Alvarez has worked for Hard Rock for 20 years. In her new role, she is responsible for new brand activations and the integration of assets across hotels, Hard Rock Cafés, retail and casinos, including the development of new revenue-generating platforms. According to Business Insider, she will also oversee the global marketing of the café division of Hard Rock International.
Alvarez will report to Jeff Hook, executive vice president of marketing and CMO of Seminole Hard Rock Support Services and also to President of Entertainment Keith Sheldon.
Hook called Alvarez “an essential senior marketer with a proven track record, elevating the Hard Rock brand for our Café division, spearheading F&B innovation and initiating and evolving the company’s successful multi-faceted partnership with (Major League Soccer star) Lionel Messi.
“With nearly 20 years of experience at Hard Rock alone, we have the utmost confidence that Elena will continue to elevate the Hard Rock and Seminole Gaming brands in new and exciting ways,” added.
Alvarez started out as a sales and marketing Manager for Hard Rock Café Barcelona in 2005. Since then, she’s held key sales and marketing roles in Europe, the U.K. and the United States.
In 2019, after her move to the U.S., she was promoted to vice president of global sales and marketing for the Café division, where she oversaw marketing in more than 150 Hard Rock locations. She will continue in that capacity in her new position.
“I couldn’t be more excited to take this next step in my journey with Hard Rock and Seminole Gaming with the support of our incredible leadership and marketing team,” said Alvarez.
“I’ve had the privilege of building my career with the iconic Hard Rock brand and I’m excited to continue in an era of excellence for Hard Rock and Seminole Gaming through impactful brand partnerships for our guests and fans.”
