Voices of Today’s Workforce

Shenik’s interview is one that embodies the spirit of passion, resilience and sheer optimism. Shenik’s own experience with cerebral palsy led her to her current job at a company called PunkinFutz. PunkinFutz is a small women-owned business that makes sensory-friendly products & accessories for children with disabilities. Shenik’s bright take on the world and pushing past adversity will make you believe anything is truly possible.

Christina was recently furloughed from her job at Penn National Gaming; something many Americans have experienced over the past month. Christina offers a fresh perspective on her situation and shares some keys to her success over the year. Bio: Christina Bachmann is a corporate Regional Marketing Manager for Penn National Gaming, Inc. She currently works with ten properties within the Penn National Gaming portfolio, focusing on media, marketing deliverables, client service, and partnering with third-party agencies and vendors on property marketing projects and initiatives. Christina also facilitates strategic direction regarding property social and marketing strategy and promotional initiatives through target market and paid media analysis and reporting. Working in collaboration with other internal departments including strategic analysis, direct mail, email, and creative and design, Christina and her team deliver all necessary marketing elements to properties for successful completion of marketing campaigns. Most recently, Christina worked on opening two property sportsbooks and has been excited and looking forward to the recent partnership with Barstool Sports and getting to be able to work on marketing initiatives incorporating this new component into the Penn family. A key element and point of pride for Christina has been her success in driving revenue while creating cost savings to directly impact EBITDA, which was achieved through annual strategic, consumer-driven marketing plans focused on the consumer lifecycle and consisting of initiatives covering all aspects of marketing, advertising and communications. These strategic marketing plans focused on bringing together the consumer experience and platforms where customers are consuming data and interacting with the brand through cohesive and consistent initiatives and brand messaging, to enhance the company’s image and position within the marketplace. Over the past decade, Christina has achieved a progression of leadership roles in marketing, communications and advertising across multiple industries, including Director of Marketing roles overseeing all marketing department operations. She has created and set the strategic direction for comprehensive marketing programs and initiatives, developed short-term and long-term budgets and, in collaboration with Planning & Analysis, analyzed data to assess the effectiveness of these programs. Christina has led teams responsible for digital marketing initiatives, including social media, SEO and website marketing, and has implemented strategic email initiatives for conversion from direct mail. Her main focuses center around database marketing, traditional and non-traditional advertising, brand objectives, social media, budgeting, strategic planning, promotions and events, and reporting analysis to Vice Presidents and other Executives. Originally from Columbus, Ohio, Christina matriculated from The University of Dayton and currently resides in Rochester, Michigan (Metro Detroit) with her husband, daughter, judgmental cat, and is navigating the new challenge of being a SAHM during the COVID-19 crisis.