2009 GREAT WOMEN OF GAMING
Proven leader
Toni Martinez
Vice President of Western Region Sales
International Game Technology
Toni Martinez thinks of her management style as a coach, being vice president of western region sales for IGT. She joined the team 21 years ago and continues to make plans for the future of the industry.
Martinez was born and raised in Denver, Colo. She went into the hospitality industry in Las Vegas in 1985. In 1989, she accepted a job offer and became an account executive for route sales at EDT, a subsidiary of IGT. When IGT acquired EDT in 1991, Martinez became account executive for riverboat and dockside gaming jurisdictions. She has also served as national account manager and liaison for IGT distributors and as director of eastern region sales.
Martinez is often on the road for work. She now covers the west, south and central regions of the United States. Taking on the changing market in Mexico is one of Martinez's most recent challenges. She is responsible for all sales of Class III gaming devices, lottery products, Class II gaming devices and recurring revenue products.
Chief Operating Officer at IGT, Eric Tom, says Martinez consistently goes above and beyond for the company. One example is her recent efforts in the budding Mexico market. "Toni spent time in Mexico City rebuilding and hiring a new management team, and has been very involved with the office and customers ever since." Tom adds, "On her own time, she will fly down to make sure our office and customers are getting the support and advice they need."
Martinez has enjoyed growing in the industry alongside people who started with her, as slot techs for example, and are now industry leaders. She is excited by the industry's growth and the growth of the people who make the industry great. "It's about relationships in this industry and from a sales perspective that's something I very much enjoy."
This team mentality comes from Martinez's childhood. In high school, she went to state competitions with her basketball, volleyball and softball teams. She played softball as an adult and now enjoys golfing. Martinez says her dad used to tell her that, "Two heads are better than one and no man is an island. He was right!" She adds, "I like to win and I like to make touchdowns and I like to have a team with me to go there."
When it comes to customer service, Martinez says it is all about listening to the customer and learning. "It's being that customer support person that helps them get to where they want to be."
One of the most memorable challenges Martinez faced professionally, was being a part of one of the first companies in the industry to come out with bill validators. She explains, manufacturers knew it was going to work but the customers weren't always so sure. The reward came as the technology proved itself valuable. Martinez says it was exciting to, "work with the customer, to be there for them and actually have it be a win-win for the operator and their players."
Martinez is also very active outside of her work. She received the Women of Achievement Award from the Nevada Women's Fund and is a member of the Latin Chamber of Commerce.
The personal accomplishment Martinez is most proud of is taking care of her mother who has Alzheimer's disease. Martinez, her sister and her parents followed one another out to Las Vegas and remain a close family. She and her sister have been caretakers for their mother for the last five years since their father passed. They alternate nights to care for their mother and have a full-time caretaker during the day. She explains: "I never believed I would have the patience to stop and take the time to really understand and deal with the illness. It has been a tumultuous journey that brought out many emotions and insight I never knew existed prior to dealing with my mom's illness."
Martinez says her mother and sister are two of the women in her life that she has always looked up to. Martinez never had a strong female mentor in the gaming business, so she often looked to the women in her family. "My mom and my sister have always been the backbone that held things together and demonstrated strong qualities which I believe helped shape me."
Ron Rivera, senior vice president of U.S. sales for IGT, strongly believes in Martinez. He says he's had the privilege of serving as Martinez's boss for 19 years and has watched her rise above expectations in many areas, including her commitment to the members of her team. "Toni sees the best in people and recognized their potential. She focuses on people's strengths and how they can best contribute to the company. There are several individuals that Toni has worked with, adapting to their particular style of learning, helping these individuals develop personally and professionally. Some of these people are contributing in executive roles at IGT today."
Martinez says women aspiring toward a professional career in gaming should learn the industry, ask questions, pick their desired area and "go for it!"
Martinez looks forward to continuing to reach for and exceed her personal and professional goals. "I believe it is important to have good work ethics, never to take anything for granted, to treat everyone like you want to be treated, and to enjoy what you do and live life to the fullest." She also wants to continue with IGT, being a driving force in the next technological phase of the industry. She says, "We want to be on the leading edge of technology—that's our goal." SKC
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