Promoted to Sr. VP of relationship marketing and database analytics practice at The Fine Point Group



The Fine Point Group announced the promotion of Steve DahleandMarlene Reyes. Both Dahle and Reyes held Senior Associate positions at The Fine Point Group before being promoted to Senior Vice President of Relationship Marketing and Database Analytics Practice and Senior Vice President of Loyalty Marketing and System Architecture Practice, respectively.  

“Steve and Marlene are incredibly valuable members of our team,” said Randall A. Fine, Managing Director of The Fine Point Group. “They possess a wealth of knowledge in the gaming industry and are top experts in their fields. With their demonstrated ability to drive results quickly and increase revenue for our clients, a promotion to this level was inevitable. The Fine Point Group is growing rapidly and Steve and Marlene are an integral part of our success.”  

In his role as Senior Vice President of Relationship Marketing and Database Analytics Practice, Dahle focuses on operational and analytical Customer Relationship Marketing (CRM), samestore sales growth strategies and direct mail programs. In his time since joining FPG, Dahle has created major successes for a multi-property locals casino operator in Las Vegas, an independent casino operator in the Boulder Strip area in Las Vegas as well as an east coast property among others.  

Before joining The Fine Point Group, Dahle spent more than 12 years at Harrah’s Entertainment where he served as Regional Vice President of Direct Marketing, and was responsible for over $1B in annual revenue. Having started his career as a craps dealer and moving into the data side as a slots and floor layout analyst, he was twice a finalist for the prestigious Harrah's Chairman's Award, and has deep market expertise in Missouri, California, Mississippi, and Louisiana. 


As Senior Vice President of Loyalty Marketing and System Architecture Practice, Reyes primarily focuses on property-level execution of strategic marketing programs, loyalty  program development, direct marketing and service management. She also provides system expertise and technology optimization, allowing her to get the most out of a client’s existing systems and technology. Since joining the firm, Reyes has managed a number of major loyalty strategy projects including a property on the Las Vegas Strip, a multi-property riverboat operator, a Native American casino operator in the Pacific Northwest as well as a property based outside the United States.  

Reyes spent time at Harrah’s Entertainment, Colony Capital’s Resorts International, and MGM Mirage before joining the team at the Fine Point Group. At Harrah’s, she led the rollout of the current loyalty program at Harrah’s Atlantic City property, and as a result of that success, moved to Las Vegas as the company’s corporate Total Rewards Program Manager, where she was responsible for rollouts and integrations at newly acquired properties. She left Harrah’s to join Resorts as Corporate Director of Brand and Loyalty Marketing, where she spearheaded the development of Resort's multi-property CRM application and loyalty program. She has almost eleven years of gaming industry expertise in operating marketing initiatives, developing CRM strategies, and analyzing enterprise data.