DIRECTOR - DATABASE MARKETING

Hard Rock Hotel & Casino Tejon is located less than 15 miles south of Bakersfield, on Tejon Indian tribal land in Mettler, situated at the southernmost tip of California’s Southern San Joaquin Valley and nestled near the base of the historic Grapevine mountain pass that connects Southern California to the Central Valley. This region of the San Joaquin Valley is home to one of the most productive agricultural counties in the country and is the center point of the state with access to the Central Coast and both Northern and Southern California within a couple hours’ drive. This project is the first of its kind in Kern County and will be constructed in two phases. The first phase will consist of an approximately 150,000 square foot casino featuring 3,000 slot machines, 48 table games, and multiple food and beverage venue including the renowned Hard Rock Café. Phase II will include a 400 room hotel, 2,800 seat Hard Rock Live event center, that will draw attractions like concerts, performances, and sporting events to name a few. In addition some of music’s most iconic memorabilia will be on display.

This is a position that requires successful applicant to be on site.

Job Summary:

Under the direction of the Vice President of Marketing, the Director of Database Marketing develops and executes long term and short term marketing strategies to support property and brand growth, increase the database, increase the per person profitability of the database.

Work closely with corporate database team, 3^rd party vendors, properties marketing and operations team to yield the most trips & revenues from guests, enhance overall property revenues and support retention goals. 

Duties include, but are not limited to:

• Conducts themselves in accordance with all Gaming Commission Regulations, Tribal policies and procedures and Hard Rock Code of Conduct
• Evaluates current levels of play and effectiveness of all direct mail, special events and promotions.  Recommends alternative solutions to enhance participation and levels of play.
• Oversees the development of monthly direct mail programs, including list generation, proformas, creation of offers, implementation, communication and post-campaign analysis.
• Embraces offer testing to determine effectiveness of offers extended
• Maintains up-to-date knowledge of all electronic gaming machines, table games, player tracking systems, computer systems and applications that comprise the Player’s Club system, promotions, events, entertainment and general property information.
• Provides operating reports and program analysis.
• Develops and maintains procedures, standards and documentation relating to database management and monitors transaction activity.
• Responsible for the overall integrity of gaming customer database and information.  This includes the slot database, table games, hotel and poker room.
• Knowledgeable of Tejon Tribal Regulatory rules and regulations and ensures compliance as appropriate within areas of responsibility.
• Develop innovative new marketing solutions to add value to property marketing programs.
• Partners with property marketing leaders in order to judiciously review marketing program requests, provides guidance and recommendations during process, and manages list requirements.
• On a monthly basis, provides recommendations for change and assistance in implementing agreed upon recommendations.
• Maintain knowledge of data access techniques including any required query languages used for direct mail, database management and analysis and response tracking.
• Maintain knowledge of all computer systems and applications that feed into the marketing database.
• Maintain knowledge at both the property-level and corporate-level of marketing database structure, information stored on the database, customer segment counts and how customer information is stored on the database, and how customer information is interrelated. Identify developing trends in customer behavior and make recommendations to increase company profitability.
• Maintains the integrity of database entry standards throughout the properties and assist departments in training the established data entry standards.
• Maintains professional skills by staying abreast of current technical developments and participation in developmental programs available within and outside the company
• Responsible for the overall integrity of customer data and information.
• Maintains up-to-date knowledge of all computer systems and applications that comprise the Player’s Club system.
• Stays up to date on competitor direct mail and promotional offers
• Assists with the implementation of all marketing programs.
• Must be able to investigate and help solve data quality issues and train users as needed.
• Maintains all project files for active and future Database Marketing Programs and mailings.
• Establishes relationships with all operating departments to facilitate implementation of marketing programs.
• Maintains professional relations with vendors, customers and harmonious relationships with co-workers.
• Other duties as assigned.
• Supervises team of Marketing Database Managers and Analysts to ensure timely and accurate execution of Marketing program

• Bachelor’s degree in Marketing or Business Administration required, along with five (5) to seven (7) years Casino Database/Marketing Management or the equivalent combination of education and/or experience.
• The incumbent must also have strong organizational, planning, communication and public and interpersonal relations skills. 
• Advanced skills in MS SQL Server – SQL and SSRS
• Expert skills in Excel are required.
• Knowledge and/or experience with Tableau preferred
• Team Management experience required
• Direct Marketing experience including Direct Mail, Email Marketing, CRM etc. highly preferred
• Proficient knowledge of Microsoft Office is required.
• Tactful problem-solving abilities.
• Ability to deliver a service level which creates an atmosphere that makes our guests want to return, giving each guest a positive, memorable entertainment experience.
• Commitment to routinely go above and beyond in the accomplishment of position responsibilities in an effort to play a role in the achievement of organizational goals.
• Must present an image of excitement, enthusiasm, and outgoing personality, while being able to project a professional appearance.
• Must be able and willing to work flexible hours to include evenings, weekends and holidays.
• A team player with strong analytical, communication (both written and oral) and interpersonal skills. Outstanding organizational skills are a must, as is the ability to manage multiple priorities simultaneously.