Influential Women Feature: Lorena Jurado
Empowering Leadership in Casino Marketing and Player Development
Introduction
With more than two decades of distinguished experience in casino marketing, player development, and guest engagement, Lorena Jurado has built a career rooted in one guiding belief: people grow when someone invests in them. Known for her strategic vision and ability to elevate VIP experiences, Lorena stands out as a leader who not only drives revenue but also fosters talent, builds strong teams, identifies potential, and inspires future leaders across the gaming industry.
Career Journey: From Ambassador to Industry Leader
Lorena began her gaming industry journey in 2005 as an Ambassador at Casino Del Sol Resort, where she discovered her passion for guest service and meaningful connection. Her natural ability to engage both guests and colleagues quickly set her apart as a rising talent.
She advanced through key roles at Desert Diamond Casinos and Harrah’s Resort Southern California, growing from Casino Host to Senior Executive Host and ultimately Assistant VIP Marketing Manager. Through these positions, she deepened her expertise in high-value player relationship management, strategic event planning, targeted marketing, and team leadership.
Her career reached new heights at Planet Hollywood, where she led a high-performing Inside Sales team. There, she strengthened outreach strategies, communication practices, and performance metrics, further reinforcing her reputation as a results-driven leader with exceptional coaching abilities.
These cumulative experiences positioned Lorena for the transformative leadership role she holds today—one in which she seamlessly blends strategy, mentorship, and operational excellence to elevate team performance and guest experience simultaneously.
Leadership Philosophy and Impact
In her current position, Lorena leads both the Casino Hosts and Player’s Club teams, empowering them to think strategically, act with intention, and deliver measurable outcomes. Her commitment to professional development is reflected in the individualized development plans she has created for team members. She has crafted tailored plans for three employees, dedicating time to understand their goals and guide their progress. Two of these employees are now under her mentorship, benefiting from personalized coaching designed to prepare them for future advanced and leadership roles.
For Lorena, leadership is not defined by title—it is defined by impact. She measures her success not only through revenue growth and guest service metrics, but through the personal milestones and breakthroughs of those she supports. She believes deeply that intentional investment in people strengthens organizations, builds confident teams, improves guest experiences, and creates a pipeline of empowered leaders.
Achievements and Recognition
Lorena’s excellence has been recognized throughout her career. She earned the Manager of the Quarter Award in 2025 and the Standing Ovation Award for Superior Guest Service in 2019. While she values these achievements, the accomplishments she cherishes most are the careers she has helped shape and the confidence she instills in her team.
Legacy and Influence
Today, Lorena Jurado continues to leave a meaningful legacy built on empowerment, authenticity, and advocacy. Her journey reflects resilience, intentional growth, and the conviction that leadership matters most when it lifts others. Lorena’s influence inspires women across the gaming industry to lead boldly and with heart—demonstrating exactly what is possible when strong leadership aligns with genuine purpose.
Conclusion
Lorena’s story reminds us of the transformative power of investing in people. Through her unwavering dedication to mentorship, team development, and authentic leadership, she is shaping the future of casino marketing and player development—one empowered individual at a time.
