Crown appoints Danielle Keighery to work on brand and reputation

Crown resorts

Crown Resorts has appointed Danielle Keighery to the newly created role of Chief Corporate Affairs and Brand Officer to help repair the damage to its reputation as a result of revelations emerging from a series of inquiries into its business practices.

Currently the Chief Customer Officer at Bank of Queensland Group, Keighery also spent 16 years at Virgin Enterprises and Virgin Australia Group in senior executive roles across Corporate Affairs, Brand, Marketing and Customer Experience.

Commencing early in 2022, Ms Keighery will lead Crown’s brand and reputation work across all touchpoints and align its corporate affairs, public relations, government relations, brand, sponsorship, media and all corporate communications functions under her stewardship.

Keighery brings to the role more than 20 years’ experience leading integrated corporate and public affairs, customer, and marketing functions for some of the world’s largest and most high-profile companies in the aviation, telco, media and wealth management sectors.

Crown Resorts CEO Steve McCann said Keighery’s appointment is the latest in a series of key hires to the new executive team, and is an important step in enhancing the way Crown communicates with stakeholders right across the board.

“Danielle’s experience in high profile, highly regulated and complex industries makes her a perfect fit for Crown Resorts. As part of our transformation we have committed to a more proactive approach with our stakeholders to rebuild trust as well as equity in our brand more broadly. Danielle’s unique experience makes her perfectly placed to drive this and we look forward to her joining the executive team early in the new year.”

Keighery is the latest in a series of key executive appointments made at Crown Resorts this year as part of its efforts to transform its business and corporate leadership.

This includes Chief Compliance and Financial Crime Officer, Steven Blackburn; Group General Counsel, Betty Ivanoff; Chief People & Culture Officer, Tony Weston; and Executive General Manager of Transformation and Regulatory Response, Nick Weeks.