ato' Sim will join Melco Crown Philippines on April 29, 2013, following his departure from Genting Malaysia Berhad where he serves as the Executive Vice President for Genting Highlands Resort, in charge of all aspects of operations including the Casino, Hotels and various other operating divisions. Prior to this role, he was Senior Vice President of Casino Operations, Vice President of Slots, and Vice President of Finance. Dato' Sim was also instrumental in starting the Business Intelligence Unit where data mining is used extensively to drive various Customer Relationship Management initiatives of Genting.
Lawrence Ho, Co-Chairman and CEO of Melco Crown Entertainment, commented, "Our integrated resort development in Manila marks the Company's first development opportunity outside of Macau, and we look forward to delivering not only a world-class gaming experience to the Philippines, but also bringing our unique brand of leisure and entertainment to a new and exciting market.
"As the only operator in Manila with exposure to Macau, we have a unique and significant competitive advantage as it relates to access to potential Chinese and broader Asian customers via our extensive database. Dato' Sim's experience and passion in driving success through business intelligence and customer relationship management will be instrumental in customer acquisition and profitability management. I am confident that Dato' Sim's extensive experience and familiarization with the Asian gaming market, including his vast experience in data-based strategy and analytics, will be an integral part of the success of our project in Manila."