Caesars Entertainment (NASDAQ: CZR) today disclosed the selection of Rodney Williams to its board of directors — a decision that may help the casino operator enhance its services for high-end clientele. 

Williams has recently stepped down as the president of Diageo Beer and Diageo Canada, where he managed initiatives that revitalized the popularity of Guinness beer in both the US and Canada. Guinness was the fastest-growing on-premise brand in the US last year.

"His leadership also delivered unprecedented growth on Don Julio Tequila and Johnnie Walker Scotch in Canada, as well as a powerful national partnership with Bailey’s liqueur and the iconic Tim Horton’s chain,” according to a statement issued by Caesars.

Williams, an alumnus of Northwestern University’s Kellogg School, is the second new member to join the Caesars board of directors in recent months. In April, the gaming firm revealed the selection of Kim Harris Jones to the board. Before that, the casino giant had nine directors since July 2022 when Sandra Douglass Morgan left to take the position of president of the Las Vegas Raiders. 

Williams Might Be a Valuable Addition to Caesars' Board 

Williams might be a clever and well-timed addition to the Caesars board of directors, as data indicates that there is significant purchasing power among the biggest spenders frequenting the Las Vegas Strip — a desirable demographic indeed, and one that operators are paying more attention to. 

The operator ranks as the second-largest on the Strip, managing eight integrated resorts; although some properties like Caesars Palace are deemed higher-tier venues, others are not. Williams possesses the credentials to assist the operator in attracting wealthy clients. 

Before joining Diageo, Williams dedicated 11 years to Louis Vuitton Moet Hennessy, where he managed renowned brands like Belvedere Vodka and played a key role in developing the well-known “Never Stop." "Never be satisfied." Promotional effort for Hennessy cognac. 

“Previously, Williams served as Chief Marketing Officer for the entire US brand portfolio, ranging from Don Perignon and Krug Champagnes to Glenmorangie Scotch, and before that as SVP for Hennessy US. Under his leadership, the Hennessy business quadrupled in topline sales and operating profit over a five-year period,” added Caesars in the press release.

Caesars Increases Board Diversity 

Williams joins Harris Jones as the pair of African American directors on the Caesars board. Both directors worked for General Motors for some time. 

This could be a significant aspect, as institutional investors are emphasizing environmental, social, and governance (ESG) criteria, which encompass diversity within companies' top management positions and boards. More significantly, Williams' resume verifies that he is capable of the role and could be a valuable asset to Caesars.

“Before joining LVMH, Williams served as SVP of Lifestyle Brands for Jackson Family Wines, where his team delivered the largest new product launch in the company’s history, Kendall Jackson Avant wines. Previously, Williams had been SVP for Lifestyle Wines at Robert Mondavi before and after its acquisition by Constellation Brands,” according to the press release.