HMHR

Branding · Marketing · Merchandise · Experiential Marketing

01

THE PROJECT

HMHR is a luxury lifestyle and apparel brand rooted in casino culture — built for the gaming and hospitality world where style, status, and experience intersect.

This wasn't a typical marketing engagement. It was full brand ownership — spanning strategy, product, e-commerce, events, and retail development from the ground up.

02

THE ROLE

I served as the strategic and operational force behind HMHR — leading everything from brand positioning and product development to retail placement, event production, and digital growth.

No department handoffs. No agency layers. End-to-end ownership of a luxury brand in one of the most relationship-driven industries in the world.

03

WHAT I LED

Brand strategy & positioning, social media strategy & content, e-commerce strategy & development, website development, product development & collection planning, pricing strategy & wholesale programs, manufacturer sourcing & production coordination, retail placement & casino resort partnerships, co-branded merchandise development, sales deck & partnership proposal creation, experiential marketing strategy, event concept development & execution, hospitality & guest experience coordination.

Smartphone displaying a website for HMR, featuring a group of four people wearing black branded shirts, with the headline 'Elevated Essentials for the High Roller' and a shop now button.

04

THE PRODUCT

Beyond marketing I was deeply involved in the product itself — leading development, planning and execution of HMHR's full merchandise program.

Product development & apparel collection planning, pricing strategy & margin analysis, wholesale program development, manufacturer sourcing & coordination, production timeline management, retail placement strategy across casino and resort properties.

05

PLATFORMS & CHANNELS

E-commerce · Wholesale · Retail · Live Events

06

THE EXPERIENCES

Golf tournament with players on the green, a sign for High Maintenance High Rollers Black Card Experience presented by Peppermill Reno, and a backdrop of mountains and city skyline.

GOLF TOURNAMENTS

Planned and coordinated branded golf tournaments bringing together industry partners, influencers, and high-value players — blending experiences, and casino partnerships into one premium event.

Group of four young adults, two men and two woman, inside a casino, smiling and playing a game at a table with slot machines in the background.

INFLUENCER EVENTS

Coordinated influencer and casino partnership activations — bringing creators and their audiences directly into casino environments to drive foot traffic, brand visibility, and player acquisition.

People dressed in formal attire arriving at a luxury venue during sunset, with a host welcoming them near a black SUV, surrounded by illuminated trees and mountains in the background.

VIP EXPERIENCES

Partnered directly with casinos to design and execute VIP experiences for high-value players — from intimate experiences to full property activations. Every experience is different. Every detail is intentional.

Four people sitting on a couch, holding drinks, having a conversation in a modern room with a dark wood and beige wall background. A table in front of them has drinks, snacks, and bottled water.
Two women with long, curly hair wearing black hats with the word 'HVR' on them, standing in front of an electronic game display with the title 'Dragon Liar,' at an indoor arcade or amusement venue.
Two people playing poker at a casino table. They are giving each other a high five. The poker table has playing cards and chips. The background features a marble wall with wooden accents.
Person wearing a black hoodie and black cap with white text, standing on a balcony with a blurred cityscape in the background at night.
Close-up of a person's hand and arm playing a slot machine in a casino, with a black cap with white text 'HMR' placed on the table in front of the person.