Casino operator Caesars Entertainment Corporation (CEC) has anointed a technology startup company exec as the head of its marketing initiatives as the company pursues new avenues of growth.

CEC announced the appointment of Chris Holdren as the company’s new Chief Marketing Officer (CMO) on Monday.

Holdren, who will assume the CMO post on November 1, 2017, will be responsible for all of the company’s marketing initiatives, including the advancement of its industry-leading Total Rewards loyalty network and Caesars’ portfolio of leading gaming and hospitality brands.

He will be reporting directly to CEC President and Chief Executive Officer Mark Frissora.