Discover how Lorena Jurado's two decades of casino marketing expertise and transformative leadership philosophy have shaped industry talent, elevated VIP experiences, and created a legacy of empowered leaders through intentional mentorship and authentic advocacy.
In Conversation
Lorena Jurado for Bold. Brilliant. Unstoppable.
Read the transcript
Lorena Jurado: To me, being an influential woman means leading with purpose, integrity, and impact regardless of the title. It's the ability to inspire confidence, elevate others, and create meaningful change through both action and example. An influential woman. Uses her voice thoughtfully, makes data-informed decisions, and balances business results with genuine care for people. She mentors, advocates, and opens doors, especially for those coming behind her while continuing to challenge herself to grow. Influence is measured not by authority but by the trust earned, the lives impacted, and the culture shaped. My advice is to invest in your credibility before you seek visibility. Master your craft, ask questions, use data to support your voice and lead with authenticity. When people trust your consistency and intent, your influence follows naturally.
What's one piece of advice you would give to younger women chasing their dreams?
Lorena Jurado: My advice is to invest in your credibility before you seek visibility, master your craft, ask questions, use data to support your voice and lead with authenticity. When people trust your consistency and intent, your influence follows naturally.
Full transcript available
Her Story
About Lorena
Lorena J. (Lorena Flores) is a seasoned professional in the gaming industry, with over 20 years of experience in guest service, marketing, and sales. She has developed deep expertise in Player Development and Players Club operations, consistently delivering exceptional experiences that transform casual visitors into loyal, high-value VIP guests. Throughout her career, Lorena has demonstrated a passion for building meaningful relationships, combining strategic outreach with personalized service to create unforgettable moments for her guests.
Currently serving as the Player Development Manager for a Tribal Casino in the PNW, Lorena leads both the Casino Host team and Players Club. In this dual role, she emphasizes mentorship, service consistency, and cross-department collaboration, empowering her teams to grow through strategic engagement and a guest-centric approach. Her leadership style focuses on creativity, intentional action, and integrity, ensuring that every guest interaction aligns with the casino’s “Service First” culture.
Lorena’s impact extends beyond her workplace. She is a featured contributor in The Strategic Host, a book on casino player development, reflecting her commitment to sharing her expertise and advancing the industry. With a Bachelor of Science in Business Administration from Brown Mackie College, along with numerous certifications in marketing analytics and operational excellence, Lorena combines practical experience with business acumen to drive results, foster loyalty, and set new standards for guest service in the gaming sector.
Her Interview
Ten minutes with Lorena
01What do you attribute your success to?
I attribute my success to my unwavering self-motivation and resilience, paired with the constant inspiration and strength I draw from my children and every experience, both challenges and triumphs, that has shaped me into the woman, mother, and leader I am today. Each chapter of my journey has contributed to my growth, reinforcing my purpose, passion, and commitment to leading with authenticity and heart.
02What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is to never promise what you can’t deliver and to always deliver on what you promise. Trust is one of the most valuable currencies in any career, and when commitments fall short, even once, it can erode the credibility and relationships you’ve worked so hard to build. Leading with integrity, accountability, and follow-through has been foundational to my professional journey.
03What advice would you give to young women entering your industry?
My advice to young women entering my industry is to never sell yourself short. Believe in your abilities, own your voice, and lead with confidence, then proudly showcase it. Your perspective, talent, and presence matter, and when you step forward with self-assurance, you create space for opportunity, growth, and lasting impact.
04What are the biggest challenges or opportunities in your field right now?
The opportunities in my field are truly endless. Working in the casino industry opens doors to growth, leadership, and experiences that many people don’t initially realize are possible. One of the most important lessons I’ve learned is to not be afraid to relocate. Too often, people remain where they are simply because it feels comfortable or familiar, believing there are limited opportunities available to them. In reality, those opportunities do exist, they’re just not always in the places we’re used to looking. Fear of change can easily become a barrier, but growth often begins on the other side of that fear.
One of my biggest current challenges is balancing everything on my plate, particularly while managing two teams. Staying present, effective, and energized across both roles requires constant focus, adaptability, and strong time management but it’s also a challenge that continues to push me to grow as a leader.
05What values are most important to you in your work and personal life?
The value most important to me in both my professional and personal life is transparency. Leading and living with openness builds trust, strengthens relationships, and fosters authenticity. I believe clear, honest communication creates alignment, accountability, and mutual respect allowing individuals and teams to thrive with confidence and integrity.
Her Content Hub
Articles by Lorena
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.
Keep Exploring
More Influential Women · Washington
Executive Fellow
Olympia
Operations Manager
Olympia
Pharmacist Consultant, Certified Menopause Educator & Women's Health Advocate
Olympia
Sr Communications Specialist
Olympia
Supervisor
Olympia
Principal Change Advisor
Olympia
Director of Economic Development
Olympia
Independent Scholar
Seattle
Join Influential Women and start making an impact. Register now.