Crown appoints Keighery to new brand officer role

Crown Resorts has appointed Danielle Keighery to the new roles of chief corporate affairs officer and brand officer, while the business also announced a novel coronavirus (Covid-19) vaccination mandate for its locations in New South Wales and Victoria.


Keighery currently holds the role of chief customer officer at Bank of Queensland Group. She has over 20 years worth of experience in leadership positions for the government relations, brand and media sectors.

She previously spent 16 years at Virgin Enterprises and Virgin Australia Group, in senior executive roles within corporate affairs, brand, marketing and customer experience.

Keighery will begin her role in early 2022.

Her appointment as brand officer is one of various moves in Crown Resorts CEO Steve McCann's plan to reconfigure Crown's business trajectory following the results of the Bergin Inquiry.

The Bergin Inquiry investigated Crown Resorts' ability to operate a casino at Barangaroo in central Sydney. It uncovered evidence of money laundering and dealing with junket operators who had connections to organised crime - leading to the inquiry to brand Crown “unsuitable” for a licence, though it said it may still receive one after undergoing changes.

Last month Crown was also found unsuitable to operate a casino in Victoria, though its licence was not revoked, following a report into its suitability for a licence conducted by the Victorian Royal Commission after the Bergin Report was released.

Another inquiry, this time carried out by the Western Australia Government, is set to end in March 2022. This inquiry will assess whether Crown is an appropriate recipient of a licence to operate in Perth.

McCann was named as the new CEO and managing director of Crown in May, replacing former CEO Ken Barton. McCann officially took up the position in October.

“Danielle’s experience in high profile, highly regulated and complex industries makes her a perfect fit for Crown Resorts,” said McCann.

“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.”

Crown also recently announced that Covid-19 vaccinations will be mandatory for all Crown Resorts customers, employees and contractors in New South Wales and Victoria.

A consultation on whether to apply the same mandate to its Perth location is currently underway.

The policy will be in effect until further notice.

“We had overwhelming support for this from our stakeholders and thank them for working with us so constructively,” said McCann.

“We must do whatever is in our power to help limit the potential for further impact at our resorts – whether that be to our people, our guests or to business continuity.”