Casino operator Melco Crown Entertainment (MCE) has shuffled its top executive lineup as CEO Lawrence Ho assumes greater control over the struggling business.

On Friday, MCE announced that it had appointed Frederic Winckler as its new Chief Marketing and Brand Officer. Winckler was most recently CMO for the Louis Vuitton luxury brand, following previous stints as CEO of marketing mainstays J. Walter Thompson Paris.

Winckler will be responsible for marketing and branding all of MCE’s consumer brands. Ho claimed to be “very excited” to welcome Winckler aboard and expressed confidence that Winckler’s experience will “certainly provide invaluable insights as we develop an enhanced strategy to leverage MCE’s luxury and entertainment propositions.”

Winckler has his work cut out for him. MCE’s newest Macau resort Studio City has to date performed well below expectations, and Ho pinned the blame on the property’s marketing team. Studio City’s underwhelming start led to an executive shakeup last November that saw Ho assume day-to-day operational leadership of MCE.