NIAGARA FALLS, NEW YORK (March 4, 2025) – Seneca Gaming Corporation announced that Cynthia Liu, an accomplished brand leader with extensive experience in hospitality, travel and leisure, has joined the company as Chief Marketing Officer.
A key member of the senior management team, Liu will lead strategic marketing initiatives for the corporation and its three world-class gaming properties, Seneca Niagara Resort & Casino in Niagara Falls, NY, Seneca Allegany Resort & Casino in Salamanca, NY, and Seneca Buffalo Creek Casino in Buffalo, NY, as well as Seneca Hickory Stick Golf Course in Lewiston, NY. She will oversee areas including brand strategy, advertising, digital transformation, player development, revenue management, group sales, database marketing, entertainment, and loyalty programs.
“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,” said Seneca Gaming Corporation President and CEO Kevin Nephew. “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.”
Liu brings more than 20 years’ experience to Seneca Gaming Corporation, including a wealth of expertise in launching new brands, creating impactful integrated marketing strategies, and collaborating with cross-functional teams to achieve shared business goals. She was most recently Vice President of Global Brand Management for Travel + Leisure Co., where she led brand marketing strategy supporting $2 billion in sales revenue and elevating brand awareness for over 20 brands. Throughout her career, she has held global marketing positions with companies such as Caesars Entertainment, Las Vegas Sands, and Wyndham Hotels & Resorts.
“I am thrilled to be part of Seneca Gaming Corporation and its exceptional culture,” Liu said. “I am passionate about brand building. SGC has great history, a solid brand portfolio, beautiful properties, efficient operations, and a loyal guest base. I look forward to working with our team members to tell compelling brand stories and cultivating lasting relationships with current and new guests.”
A graduate of the University of Houston, Liu earned her MBA in Marketing and Entrepreneurship from University of Southern California.
Seneca Gaming Corporation has been a leader in the gaming and hospitality industry for more than 20 years. The company’s properties attract millions of annual guests and employ more than 3,000 workers. Across its three gaming and resort properties, guests can enjoy more than 5,100 slot machines, 125 table games, over 1,000 AAA Four Diamond Award-winning deluxe rooms and suites, luxurious spas & salons, exquisite fine dining, high-end retail outlets, and other amazing amenities. The Seneca properties have received numerous accolades and awards from outlets including USA Today, Newsweek, Wine Spectator, the American Gaming Association, Casino Player magazine, and others.
Seneca Gaming Corporation is a wholly owned, tribally chartered corporation of the Seneca Nation of Indians and operates the Nation’s three Class III casino gaming properties – Seneca Niagara Resort & Casino in Niagara Falls, Seneca Allegany Resort & Casino in Salamanca, and Seneca Buffalo Creek Casino in downtown Buffalo, along with the award-winning Seneca Hickory Stick Golf Course in Lewiston. Since 2002, the corporation has completed more than $2 Billion in private investment to build, expand and develop its three world-class properties. Today, Seneca Gaming Corporation is one of the largest private sector employers in Western New York with more than 3,000 employees across its three locations. For more information, visit SenecaGamingCorporation.com.
Seneca Resorts & Casinos…NOTHING ELSE COMES CLOSE!