Cynthia Liu

Cynthia Liu is a highly experienced industry executive who yields over 20 years of experience in hospitality and brand management in the gaming and other industries. As of March 2025, Liu has been appointed as Chief Marketing Officer (CMO) at Seneca Gaming Corporation, where she will lead strategic marketing efforts across the company’s three casinos in New York state.

Major Achievements

Her role encompasses a broad range of responsibilities, such as brand strategy, advertising, digital transformation, player development, revenue management, group sales, database marketing, entertainment, and loyalty programmes. 

Prior to her appointment at Seneca in February 2025, Liu served as Vice President of Global Brand Management at Travel + Leisure Co., where she oversaw marketing strategies for more than 20 brands, contributing to efforts that supported $2bn in sales revenue. Liu has also held senior leadership roles at major industry players, including Caesars Entertainment, Las Vegas Sands, and Wyndham Hotels & Resorts, where she was responsible for spearheading the marketing and brand development of 120 hotels across the US. 

Employment

Liu’s career in the hospitality industry began in 2005, where she took up the role of Marketing Manager at Caesars, in which she was responsible for overseeing digital and loyalty marketing, as well as handling new and existing partnerships.  

In 2008, Liu relocated from Vegas to Macau following her appointment as a Senior Marketing Manager at Las Vegas Sands. Here, she was responsible for marketing and branding – as well as putting together events to promote the company’s brand and its hotel outlets.  

Next, she moved on to Hong Kong to serve as Wyndham Hotels & Resorts’ Senior Director of Brand Marketing and Loyalty, Asia Pacific Region. In this role, Liu oversaw the execution of Wyndham’s general marketing and communications strategy in the region – taking responsibility for seven brands across 10 countries.  

After four years in this role, Liu was promoted to VP of Upscale and Lifestyle Brands at Wyndham, a role which took her to New York City. Here, Liu was responsible for the inspection and subsequent expansion of four brands across 120 hotels in the US – reporting directly to the company COO.  

Then, in 2022, Liu moved on to become Travel & Leisure’s Vice President of Global Brand Management – based out of Orlando. As part of this role, she oversaw the development of global marketing strategies to promote brand awareness and support $2bn of revenue across a total of 20 brands.  

She joins Seneca Gaming Corporation at a time when the company is expanding its operations, including an increase in its order of electronic table games, underscoring her ability to lead at a time of growth. 

Now, as of March 2025, Liuhas stepped into her new role as Chief Marketing Officer at Seneca Gaming Corporation. Her latest role encompasses a broad range of responsibilities, such as brand strategy, advertising, digital transformation, player development, revenue management, group sales, database marketing, entertainment, and loyalty programmes. 

Kevin Nephew, President and CEO of Seneca Gaming Corporation, expressed confidence in Liu’s appointment, stating: “Cynthia is a dynamic executive and leader with a vision to bring renewed energy and elevated awareness to our properties and the experience we offer our guests. We know that our Seneca properties represent the best places to work, stay and play. With Cynthia’s vision, we are going to make our brands, and the promise behind them, stand out in new and exciting ways.” 

Reflecting on her new role, Liu commented: