Commercial Growth & Transformation Executive
Zachary
Leifer
Chief Marketing Officer · Chief Commercial Officer · Vice President of Corporate Information Technology · Speaker
Connecting AI, digital, data, and technology to revenue, EBITDA, and enterprise value.
Based in Las Vegas, I have held vice president roles in both digital marketing and corporate information technology at Las Vegas Sands, a Fortune 500 company.
Industries
Integrated Resorts & Gaming · Hospitality · Sports Wagering & Racing · iGaming · eCommerce · Luxury Retail · Sports & Digital Media
Selected Operator Outcomes
Career Experience
About
"Strategy without execution is theory. Technology without commercial purpose is overhead."
Zachary Leifer is a Las Vegas-based commercial growth and transformation executive who connects AI, digital, data, and technology to measurable business outcomes. As founder of State of Mind Strategies, he advises executives and organizations on AI adoption, digital transformation, commercial strategy, customer data, and operating-model improvement.
He has served as Chief Marketing Officer at 1/ST Technology, Chief Commercial Officer at PokerAtlas, and Vice President of Corporate Information Technology at Las Vegas Sands. He leads marketing, commercial, digital, data, and technology initiatives that connect customer insight and operating capabilities to measurable business value. His career spans integrated resorts and gaming, hospitality, sports wagering and horse racing, gaming technology, eCommerce and sports media, across B2B, B2C, direct-to-consumer, subscription, and platform businesses, beginning at MLB Advanced Media.
His differentiator is having led both the commercial functions responsible for growth and the enterprise technology capabilities required to enable it. At Las Vegas Sands, a Fortune 500 integrated resort and gaming company, he was recruited from Vice President of Digital Marketing and eCommerce at The Venetian Resort into Corporate Information Technology. That experience gave him perspective on both sides of transformation: defining the commercial opportunity and aligning the data, technology, operating model and organization required to capture it. In every role, he has focused on the same fundamentals of clear priorities, teams aligned around outcomes, accountability built into the operating model, and conditions that let people do their best work.
Zachary completed the Harvard Business School Advanced Management Program in 2026. His capstone research on why data and digital transformations fail, a survey of 82 senior executives, focused on driving enterprise value from data, digital transformation and AI. He holds a B.S. in Applied Economics and Management from Cornell University.
Education
Harvard Business School
Advanced Management Program · 2026
Capstone: Enterprise Value from Data, Digital Transformation & AI
Cornell University
B.S., Applied Economics & Management
Where I Create Value
I am open to select board, advisory and senior operating roles where commercial growth, customer data, AI strategy and AI value realization drive the agenda.
My signature is connecting business strategy, customer insight, digital capabilities, and technology initiatives to measurable commercial outcomes. I bring the governance discipline used for data, digital transformation and enterprise technology investments to AI, helping leaders connect strategy, organizational readiness, execution and measurement to financial value.
Commercial Growth and Customer Economics
Revenue growth, EBITDA improvement, acquisition efficiency, retention, pricing, customer lifetime value and direct-channel performance.
Data, Digital and AI Value Realization
Connecting customer data, digital platforms, technology and AI investments to defined commercial outcomes and measurable financial value.
Transformation and Organizational Alignment
Aligning strategy, operating models, teams, incentives, resources, workflows and measurement around a defined business outcome.
Executive Leadership and Capital Allocation
Building business cases, setting priorities, securing budget and investment approval, aligning executives and establishing accountability for results.
Who I Help
Open To
Available for selected Chief Marketing Officer, Chief Commercial Officer, President, General Manager, commercial transformation, board advisory, executive advisory, and speaking opportunities, as well as selected portfolio-company advisory or value-creation opportunities.
For fractional CMO and organizational advisory engagements, visit State of Mind Strategies.
Strengths Boards Value
Technology & digital risk · Marketing & customer strategy · AI investment governance, organizational readiness and value realization
Selected Work
Where the Numbers Come From
Two transformations that turned strategy into measurable, durable growth.
1/ST Technology
Chief Marketing Officer · 2020–2024
67% revenue growth · 22% EBITDA CAGR · 56% lower CAC · 73% LTV/CAC improvement
As Chief Marketing Officer at 1/ST Technology, Zachary led commercial transformation during a period in which the business delivered 67% revenue growth and a 22% EBITDA CAGR, with 56% lower customer acquisition cost and a 73% improvement in LTV/CAC. These results reflect the work of the broader organization and are not promises, guarantees, or results from State of Mind Strategies client engagements.
Read the 1/ST Technology case studyLas Vegas Sands / The Venetian
Director to Executive Director to Vice President, Digital Marketing & eCommerce, then Vice President, Corporate Information Technology · 2014–2020
$13M capital investment · $36M incremental direct-channel revenue · 24 consecutive months of growth · 50% ROAS lift
At The Venetian and Las Vegas Sands, Zachary secured $13 million in capital investment for digital and customer-data initiatives that generated $36 million in incremental direct-channel revenue.
Read The Venetian direct-channel case studyCareer
Experience
Founder & Executive Advisor, Commercial & Technology Transformation
State of Mind Strategies is a commercial growth and transformation advisory founded by Zachary Leifer. It helps leadership teams find what is holding growth back and connect AI, digital, data, and technology investments to revenue, EBITDA, and enterprise value.
- Advise executives on marketing strategy, customer acquisition, retention and CRM, and on evaluating where AI can create value and establishing the ownership, resources, governance and measurement required to realize it
- Lead agency selection (RFP, SOW, evaluation) and operating-model redesign to improve accountability and performance
- Design customer journey and CRM workflows, including where AI tooling fits and where it does not
Chief Commercial Officer
A B2B SaaS and B2C gaming platform offering payments, tournament registration, subscriptions and customer-engagement capabilities.
- Built the multi-year operating P&L and long-term org structure, and led end-to-end hiring across sales, product, revenue operations, finance, and customer success
- Drove go-to-market, product marketing, and launch for online tournament registration and payments, a multi-property bankroll solution, and a paid subscription service (14% increase in registered players)
- Implemented cross-functional management tools and CRM-driven workflows (18% increase in B2B customers in 9 months)
- Stood up stage-based governance and KPI reporting to improve forecast visibility and accountability
Chief Marketing Officer
Racing and wagering technology company (AmTote, Xpressbet, 1/ST BET, PariMAX) that supported venues including Santa Anita Park, Gulfstream Park and the Preakness Stakes.
- Led marketing for all B2B and B2C brands across a $1.5B-revenue business, restructuring and scaling the team
- Led the cloud customer data platform and a predictive customer-valuation model powering attribution, segmentation, and reinvestment governance (full results in Selected Work above)
- Led growth and reinvestment strategy for XB SELECT, the VIP wagering service, across high-value player acquisition and retention
- Directed creative, content, and performance agency RFPs, SOW design, and KPI/QBR governance
Las Vegas Sands
Fortune 500 · NYSE: LVS · ~$13B Revenue
Recruited and promoted through 4 roles over 6 years, from digital marketing leadership into the executive ranks.
Vice President, Corporate Information Technology
- Recruited from VP of Digital Marketing into Corporate IT on the strength of capital-project delivery, measured ROI, and global MarTech leadership
- Designed and led a global cloud governance program across the U.S., Singapore, and China
- Led global product and engineering teams to deliver casino technology, including digitalization of the global casino comp process and location-based offer capabilities
- Set capital-project, ROI, and delivery governance standards for property marketing-technology teams worldwide
Vice President, Digital Marketing & eCommerce
- Owned a $25M+ budget with a mandate to grow direct-channel revenue and EBITDA for the flagship resort (results in Selected Work above)
- Led the MarTech platform and customer data platform for a 360-degree customer view and personalization across hotel and casino
- Led the design of a price-elasticity model to optimize pricing and offers and maximize RevPAR against local competition
- Led digital execution for The Venetian brand relaunch and the Grazie loyalty rebrand, serving on both brand steering committees
Director to Executive Director, Digital Marketing & eCommerce
- Built internal product and development teams, reducing reliance on external agencies
- Led acquisition across all paid digital channels against clear revenue and cost-per-acquisition targets
- Directed the 2015 website and booking-engine redesign, earning a Gold HSMAI Adrian Award for Brand Site Improvements
- Defined the next-generation guest digital experience across web, mobile, email, social, SEM, and SEO
Director of Marketing
The first licensed online gaming marketing-services provider, holding affiliate licenses in Nevada and New Jersey.
- Managed a site migration and the convergence of three brands while growing traffic 30%
- Grew the customer database 52% through event, acquisition, and product-led marketing
- Built SEO strategy to top-three positioning for 150+ key terms
- Directed all online and offline marketing: brand advertising, events, PR, affiliate, SEM, SEO, social, and email
eCommerce Marketing Manager, North America
European luxury group, including the Folli Follie and Links of London brands, with 800+ points of sale worldwide.
- Launched the U.S. eCommerce site and grew revenue 248% year over year (FolliFollie.com)
- Increased LinksofLondon.com sales 67%, traffic 44%, and site conversion 68% on a $2M budget
- Ran all eCommerce operations and marketing: merchandising, fulfillment, customer service, SEM, SEO, social, email, and remarketing
- Built global digital-commerce applications leveraging mobile, loyalty, and gamification
Marketing Producer, Yankees.com
The digital and technology arm of Major League Baseball, operating MLB.com and club sites including Yankees.com.
- Producer for Yankees.com: grew traffic 25% year over year for four straight years, memberships 60%, and Yankees Magazine subscriptions 1000%
- Managed email to 1M+ fans and mobile and social communications to 7M+ fans
- Produced client sponsorship programs for brands including AT&T, Chevy, Delta, Ford, MetLife, and Sony
- Drove awareness, traffic, and sales growth through SEM, SEO, and strategic partnerships
Peer Perspectives
What Leaders Say
Verbatim excerpts from recommendations Zachary has received on LinkedIn, written by executives, technology and data leaders, and colleagues.
Zack brought real operating discipline to the CMO role. … By linking investment directly to customer behavior and unit economics, he turned marketing into a predictable commercial engine. … He’s an invaluable business partner, and I recommend him without hesitation for a corporate CMO role where growth and innovation are the mandate, and unit economics are the measure.
Michael Jordan
CIO | CTO | Digital COO
Worked together at 1/ST Technology
He is respected and well-regarded by his peers given that he is so dedicated and continuously looking for solutions to improve the business. … I enjoyed collaborating with Zach, and I would welcome the chance to work with him again.
Kevin U, Ph.D.
SVP & CIO, Enterprise Data & AI · Fidelity
Collaborated on digital projects at Las Vegas Sands
Zach and I collaborated on a number of ecommerce initiatives for Sands, where he brought enthusiasm, passion and committed vision. … I would not hesitate to work with Zach again and would recommend him for any senior marketing leadership position.
Grant Matthews
Vice President, Corporate IT · Las Vegas Sands Corp.
Collaborated on eCommerce initiatives at Las Vegas Sands
I was blown away by his unique combination of right-brained creative thinking and deep understanding of existing and emerging technology. … His visible passion and infectious energy were an inspiration to his team and partners and made him a pleasure to work with.
Tony Orelli
Investor & Advisor
Worked together for nearly 5 years
His approach to marketing and strategy is both disciplined and at the same time creative. … Zack also has a great product sense and keen awareness of how a consumer thinks.
Chris Darner
VP Product, eCommerce · The Venetian Resort Las Vegas
Later joined Zachary's team at The Venetian
Zach has proved himself as a leader among senior executives and is easily among the top level of professionals that I have worked with at the Sands and elsewhere.
Robert Loeb, CISSP
Global Security Specialist · Snowflake
Worked together at Las Vegas Sands
Insights
Writing & Perspectives
Why Data and Digital Transformations Fail: Evidence from 82 Senior Executives
What Running Corporate IT Taught Me About Running Marketing
The Org Chart Is Being Rewritten. Is Your Company Ready?
AI Is Already in Your Company. Is It Creating Enterprise Value? Is It Secure?
Awesome in Action
Digital Transformation in the Age of the Customer
Recognition
HSMAI Adrian Awards
Global hospitality & travel marketing excellence · 2015
- GoldBrand Site Improvements
- SilverUltimo Campaign
- BronzeBreakfast Offer Campaign
- BronzeThe Palazzo Suite Campaign, "Every Key Unlocks A Suite"
Certifications
Google Analytics Individual Qualification · Google Analytics Platform Principles
FAQ
Common Questions
Questions executives, boards, and search partners typically ask.
Who is Zachary Leifer?
Zachary Leifer is a Las Vegas-based commercial growth and transformation executive who has served as Chief Marketing Officer at 1/ST Technology, Chief Commercial Officer at PokerAtlas and Vice President, Corporate Information Technology at Las Vegas Sands. He is the founder of State of Mind Strategies, a speaker, and a Board Candidate for corporate, private-company and nonprofit boards.
Is Zachary Leifer available for board or advisory roles?
Yes. Zachary Leifer is a Board Candidate open to corporate, private-company and nonprofit board roles, as well as advisory and senior operating roles. His focus areas are growth strategy, marketing operating models and digital transformation, along with AI investment governance, organizational readiness and value realization. His experience spans Fortune 500 hospitality, gaming technology and consumer platforms.
What is Zachary Leifer's approach to AI and digital transformation?
Zachary Leifer applies to AI the same governance principles that shaped data, digital transformation and enterprise technology investments. His focus is AI Strategy, AI Investment Governance, AI Readiness and AI Value Realization: evaluating where AI can create value and establishing the ownership, resources, governance and measurement required to realize it. That starts with defining the business outcome before selecting the technology, then assessing organizational readiness and determining how financial value will be measured. His Harvard Business School AMP capstone focused on enterprise value from data, digital transformation and AI.
What marketing technology and customer data platform (CDP) experience does Zachary Leifer have?
Zachary Leifer has led two enterprise customer data platform programs, at The Venetian Resort, then part of Las Vegas Sands, and at 1/ST Technology. At The Venetian, he led the marketing technology platform and customer data platform for a 360-degree customer view and personalization across hotel and casino, and led the design of a price-elasticity model for pricing and offers. At 1/ST Technology, he led the cloud customer data platform and a predictive customer-valuation model used for attribution, segmentation and reinvestment decisions, during a period in which customer acquisition cost fell 56% and LTV/CAC improved 73%.
What is Zachary Leifer's educational background?
Zachary Leifer completed the Advanced Management Program at Harvard Business School in 2026. His capstone research, the Leadership Impact Project, focused on enterprise value from data, digital transformation, and AI. He holds a Bachelor of Science in Applied Economics and Management from Cornell University.
How can I contact Zachary Leifer about executive, board or speaking opportunities?
Email Zachary Leifer at zacharyleifer@gmail.com about executive roles, speaking engagements or prospective board roles. For consulting and commercial advisory engagements, contact State of Mind Strategies at somstrategies.com. Include the organization, the business challenge or event topic, and the expected timing so he can assess the fit. He is based in Las Vegas and available nationally and internationally.