Hard Rock Cafe, New York. Credit: Jainrajat11.

Global restaurant brand Hard Rock International (HRI) has promoted Jeffrey Hook as executive vice-president of development and marketing.

The new promotion will see Hook responsible for the global development of Hard Rock Casinos outside of the Asian continent.

Existing CEO of Asia unit Ed Tracy will continue to oversee casino development operations.

Prior to the new role, Hook served as senior vice-president of business development and marketing for Hard Rock International.

Earlier to his association with Hard Rock, Hook worked for Seminole Gaming as senior vice-president of marketing, with overall marketing responsibility for the Seminole Hard Rock Hotels & Casinos in Hollywood and Tampa, Florida, besides other Seminole casinos in Florida.

Hard Rock International was acquired by Seminole Tribe of Florida, whose gaming operations are managed by Seminole Gaming.

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Hook has 23 years of experience in the gaming industry and served leadership roles at MGM, Boyd Gaming and Harrah’s Entertainment.

The company has locations in 75 countries, which include 180 cafes, 24 hotels and 11 casinos. New Hard Rock Cafe locations are set to open in St. Petersburg, Cairo, Wroclaw and Chengdu.

HRI owns, operates and franchises cafes in cities including London, New York, San Francisco, Sydney and Dubai. It also owns licences and manages hotel/casino properties globally.