Julia Carcamo is a casino branding expert and the author of Reel Marketing: The Art of Building a Casino Brand. As president & chief brand strategist at J Carcamo & Associates and founder of Casino Marketing Boot Camp, she aids casinos in building and maintaining engaging brands and in developing strategic marketing plans along with tactical marketing programs. Following a successful tenure at Caesars Entertainment where she developed the initial brand architecture for Harrah's Entertainment’s core brands, including Total Rewards, she answered the call to develop the brands of Wynn Resorts and navigate the press and media relations. She was at the helm of the reinvention of the Isle of Capri house of brands, introducing new brands and successfully connecting with new and inactive customers, and the reintroduction of the iconic Lady Luck Casino brand. Recognizing the impact the Hispanic market is having now and will have in the future, she co-founded espÑOLA, a Hispanic marketing and engagement agency. She writes on a variety of marketing topics.