Danielle Keighery, the current chief customer officer at Bank of Queensland Group, has been appointed as the brand officer at Crown Resorts as part of CEO Steve McCann’s plan to reconfigure the company following the Bergin Inquiry. With over 20 years of experience in leadership positions in the government relations, brand, and media sectors, Keighery previously held senior executive roles at Virgin Enterprises and Virgin Australia Group. She will begin her role in early 2022.
The Bergin Inquiry investigated Crown Resorts’ ability to operate a casino in central Sydney and revealed evidence of money laundering and dealing with junket operators connected to organized crime. The inquiry deemed Crown “unsuitable” for a license, but suggested that it could potentially receive one after making changes. In addition, Crown was found unsuitable to operate a casino in Victoria following a report by the Victorian Royal Commission. Another inquiry in Western Australia is set to conclude in March 2022, assessing Crown’s suitability to operate in Perth.
McCann expressed confidence in Keighery’s appointment, stating that her experience in highly regulated and complex industries makes her a perfect fit for Crown Resorts. The company has committed to a proactive approach in rebuilding trust and equity in its brand, and Keighery’s unique experience will contribute to this effort.
Addtionally, Crown Resorts recently announced that mandatory Covid-19 vaccinations will be required for all customers, employees, and contractors in New South Wales and Victoria. Consultation is ongoing regarding the application of the same mandate in Perth. The policy will be in effect until further notice to limit the potential impact of the virus on people, guests, and business continuity. McCann expressed gratitude for the overwhelming support from stakeholders in implementing this measure.
