How To Develop Adaptable Teams Rooted in Strategy

When it comes to holding a competitive advantage, “slow and steady” typically won’t win the race. Especially in casino marketing, speed is crucial for success. But should it come at the cost of sacrificing strategy? According to Robin Coffey, VP of Brand Marketing at Yuhaviattam of San Manuel Nation, speed and strategy can actually be great friends. But mastering a perfect balance of the two can be a dicey task. 
Fortunately, Coffey is no stranger to fostering teams of adaptable, nimble, and forward-thinking marketers. With deep expertise in spearheading the media and marketing landscape, Coffey has learned to embrace change, a mindset that has shaped her role as a leader and mentor.

The Art of Changing Course

At the onset of her career, Coffey joined the Burger King Corporation, where she experienced her first taste of large-scale brand marketing during the “Have It Your Way” era. After stepping away from her career for a period, Coffey eventually returned to the industry, bringing with her a renewed perspective and the same curiosity that first drew her to media and marketing. Joining Harrah's Las Vegas, she managed marketing efforts for two hotels, work that eventually expanded to overseeing media and brand consistency across more than 40 casino properties.  Fast forward to 2022, Coffey joined Yuhaviattam of San Manuel Nation and now leads brand strategy, heading new campaigns, programs, designs, and more. Ultimately, Coffey and her team hold the hefty responsibility of continually evolving the organization’s brands so they remain top of mind for guests. To foster a quick-thinking, nimble team like her own, Coffey offers practical insights on developing harmonious teams that pivot with purpose.

1. Small Teams = Smoother Sailing

The more the merrier? This typically isn’t the case for building an efficient team. In order to stay on track with quick project turnarounds or accommodate last-minute changes, Coffey recommends teams avoid having “too many cooks in the kitchen.” By assigning smaller teams per project, momentum can be improved through streamlined communication, simplified approval processes, and the prevention of too many bumps along the road. 

2. Bolstering the “Who” and “Why”

When leading teams in a fast-paced environment, keeping employee morale high can be a difficult task. According to Coffey, creating excitement amongst your team derives from connecting action to impact and building a personal connection with the audience or guests.

Uniquely for her team, working on the casino property enables them to watch their creative work come to life firsthand. This, of course, comes with the benefit of seeing how they’re improving and invigorating the guest experience. Connecting with everyday players, or as she puts it, “the bread and butter” behind the brand, establishes a deep sense of meaning for the team. While last-minute changes or hot projects can be frustrating, this proximity to the work builds a deeper connection, sense of pride, and satisfaction in their role. 
As for organizations that aren’t able to see their efforts play out in real-time, Coffey advises leaders to consistently remind their team of the “who” and “why” behind every project or shift in strategy. With this mindset, the team can foster a greater sense of purpose for the work they do every day. 

3. Reinforcing The Bigger Picture

Urgency is only possible when backed by a team that is deeply invested in their work and organization itself. According to Coffey, this starts with transparency on long-term goals. At Yuhaviattam of San Manuel Nation, leadership holds quarterly updates to cover their plans. This involvement helps staff connect their current work to the future of the organization. She also emphasizes the importance of leaders staying grounded in integrity while building community amongst their teams. When team members feel supported and confident in their leadership, achieving the larger mission is shared, not forced.

Robin’s Advice

As guidance for both leaders advancing their teams and newcomers adapting to dynamic workplaces, her core piece of advice is: “It’s okay to ask for help.” Understanding your limits is key to recognizing when support is needed, whether in personal or professional settings. Growth isn’t achieved through fierce independence, but rather, the ability to have an open mind and leverage the strengths of those around you.