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 leader in the gaming industry with more than twenty years of experience spanning guest service, marketing, sales, Player Development, and Players Club operations. Throughout her career, she has built a reputation for transforming casual visitors into loyal, high‑value VIP guests through strategic outreach, personalized engagement, and a deep commitment to relationship building.
As the founder of VIP Strategy and Leadership Consulting, Lorena now partners with casino leadership teams to strengthen Player Development operations, elevate host performance, and align guest engagement strategies with broader revenue and marketing goals. Her background includes overseeing PD, Casino Hosts, and Players Club departments, where she championed mentorship, service consistency, and cross‑department collaboration. Her leadership style emphasizes creativity, intentional action, and integrity, ensuring every initiative supports a guest‑centric culture and long term growth.
Lorena’s influence extends beyond her consulting work. She is a featured contributor in The Strategic Host, a recognized publication in the casino player development space, reflecting her dedication to advancing industry standards and sharing her expertise with emerging leaders. She holds a Bachelor of Science in Business Administration from Brown Mackie College, complemented by certifications in marketing analytics and operational excellence. Lorena combines practical experience with business acumen to drive results, foster loyalty, and set elevated standards for guest service across the gaming sector.
Her Interview
Ten minutes with Lorena
01What do you attribute your success to?
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 her career around one guiding belief: people grow when someone invests in them. Known for her strategic vision and ability to elevate VIP experiences, she stands out as a leader who strengthens revenue, develops talent, and inspires future leaders across the gaming industry.
Today, as the founder of VIP Strategy and Leadership Consulting, Lorena partners with casino leadership teams to enhance Player Development operations, elevate host performance, and align guest engagement strategies with broader marketing and revenue goals. Her work reflects a deep commitment to mentorship, operational excellence, and guest-centric strategy.
Career Journey: From Ambassador to Industry Leader
Lorena began her gaming career in 2005 as an Ambassador at Casino Del Sol Resort, where she discovered her passion for meaningful connection and exceptional service. Her natural ability to engage guests and collaborate with colleagues quickly positioned her as a rising talent.
She advanced through key roles at Desert Diamond Casinos and Harrah's Resort Southern California, progressing from Casino Host to Senior Executive Host and ultimately Assistant VIP Marketing Manager. In these roles, she refined her expertise in high-value player relationship management, targeted marketing, strategic event planning, and team leadership.
Her career continued to accelerate at Planet Hollywood, where she led a high-performing Inside Sales team. There, she strengthened outreach strategies, communication practices, and performance metrics, further establishing her reputation as a results-driven leader with exceptional coaching abilities.
Following her success in Las Vegas, Lorena stepped into a pivotal operational role as a Player Development Manager for a tribal casino in the Pacific Northwest. In this position, she oversaw both the Casino Host team and Players Club, leading outreach strategy, service consistency, and cross-department collaboration. She elevated host performance, strengthened guest engagement, and championed mentorship as a core operational value. This role expanded her operational scope and deepened her understanding of tribal enterprise leadership, guest loyalty, and PD-driven revenue protection.
These cumulative experiences laid the foundation for the work she does today as the founder of VIP Strategy and Leadership Consulting - blending strategy, mentorship, and operational insight to help properties elevate team performance and guest experience simultaneously.
Leadership Philosophy and Impact
Lorena's leadership philosophy centers on intentional investment in people. She believes leadership is defined by impact, not title, and measures success through both organizational outcomes and the personal growth of those she supports.
Her approach emphasizes strategic thinking, intentional action, and integrity. She has guided numerous professionals through individualized development plans, mentorship, and coaching designed to prepare them for advanced roles and leadership opportunities. Her commitment to professional development strengthens teams, improves guest experiences, and builds a pipeline of confident, capable 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 holds closest are the careers she has helped shape and the confidence she instills in others.
She is also a featured contributor in The Strategic Host, a respected publication in the player development space, reflecting her dedication to advancing industry standards and sharing her expertise with emerging leaders.
Legacy and Influence
Today, Lorena Jurado continues to build a legacy rooted in empowerment, authenticity, and intentional leadership. After two decades of operational experience across major gaming markets, she made the decisive move to launch VIP Strategy and Leadership Consulting. This step reflects both her confidence in her expertise and her commitment to elevating the industry. Instead of waiting for the perfect moment, Lorena stepped directly into entrepreneurship, bringing her voice, her vision, and her leadership philosophy to the properties and professionals who benefit from her guidance.
Her journey demonstrates resilience, strategic growth, and the conviction that leadership matters most when it lifts others. Through her consulting work, mentorship, and advocacy for professional development, she continues to inspire women across the gaming industry to lead with clarity, courage, and heart. Lorena's influence is felt not only through the teams she has developed, but through the leaders she empowers today, proving what is possible when experience, purpose, and action come together.
Conclusion
Lorena's story reflects the transformative power of investing in people and leading with intention. Her decision to step forward and launch VIP Strategy and Leadership Consulting demonstrates her commitment to shaping the future of casino marketing and player development through strategic guidance, mentorship, and authentic leadership. By empowering teams, strengthening host performance, and elevating guest engagement strategies, she continues to influence the industry in meaningful ways. Lorena's work serves as a reminder that when leaders act with clarity and purpose, they create lasting impact and open doors for others to rise.
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