Hitting the High Notes

Tashina Lazcano once aspired to a career in arts marketing. In 2011, with degrees in both music and public relations from Southern Utah University, the clarinetist spent stints with both the Kenai Peninsula Orchestra in her home state of Alaska and the esteemed Baltimore Symphony Orchestra, where she served as PR and publications coordinator.

Then the tempo changed. “The gaming industry caught my attention because it combines technology and entertainment,” says Lazcano. “Both have tremendous potential to create new and exciting consumer experiences, which is really fun to support as a marketing professional.”

Her dream job beckoned in June 2014, when she joined Konami Gaming, Inc., one of the top suppliers of casino slots and a subsidiary of the multibillion-dollar company Konami Group Corporation, producer of many of the world’s most iconic video games.

“The opportunity to work with a brand like Konami was one of the biggest highlights of my life,” Lazcano says. Based in Konami’s Las Vegas headquarters, she soon ascended the ranks from marketing communications specialist to senior specialist to manager and then director. Last June, she was appointed Konami’s senior director of marketing and communications.

Tom Jingoli, the firm’s president and chief operating officer, salutes Lazcano’s “clear and consistent commitment to innovating the gaming space using new media, fresh creativity and strong partnership, with outstanding results. Further, she is personally invested in growing the industry’s resilience, diversification and long-term health through her service to Global Gaming Women,” the nonprofit supporting the rise of women to leadership roles in gaming.

“Career advancement opportunities have not been easy for me, an experience shared by many,” acknowledges Lazcano. She cites recent data from Deloitte indicating that women represent 50.1 percent of the global workforce but only 35.4 percent of management positions; the gap is even greater for Black and Latina women.

For that reason, Lazcano values her company’s support of Global Gaming Women, where she is both a board member and VP of marketing. “Konami opened the door for my entry into the gaming industry,” she says.

Not one to rest on her laurels, Lazcano remains active in music, playing clarinet for Desert Winds, one of the top community wind ensembles in the U.S. On the business front, she pursues ongoing improvement; in 2019, she earned her MBA from the University of Nevada, Las Vegas.

The degree “deepened my business acumen in a strong mix of areas including finance, accounting, law, negotiation and statistics,” she says. “I’m more successful in the projects and initiatives I lead because I have a more comprehensive understanding of the unique considerations and challenges that pressure different parts of the business and the strategic ways they can be resolved.”

Responsible gaming is always a priority as both the industry and Konami extend their reach. “It means operating in the interest of community and consumer health,” Lazcano says. “Responsible expansion means ensuring industry innovation and growth, so regulated gaming remains relevant and accessible to the millions of adults who enjoy it. Supporting these key areas is important to me.” “The scope of Lazcano’s strategic leadership has long been seen on a global industry scale, which I expect will only continue,” says John Eary, vice president of marketing at Konami. “Induction into the Emerging Leaders of Gaming 40 Under 40 is further testament to her achievements and dedication to the future of gaming.