DIRECTOR - CASINO MARKETING

Under the direction of the Vice President of Marketing, the Director of Casino Marketing is responsible for the successful operation of Promotions & Events, Players Club, Marketing Analytics, Direct Marketing, Plum Lounge Services and Bus Marketing areas.

ESSENTIAL JOB FUNCTIONS:

May include but are not limited to:

• Exhibit conduct in accordance with all Gaming Commission Regulations and policies and procedures.
• Responsible for developing strategies and implementing programs that achieve revenue, acquisition, retention and ultimately, profitability goals.
• Create marketing plans for all casino segments that include long term growth strategies, loyalty development and tracks with measurable objectives, and tactics.
• Coordinate with other corporate marketing directors to ensure alignment of marketing efforts among all strategic vertical areas.
• Develop department members’ knowledge and skills through education, training, coaching, corrective counseling, etc. Monitor the performance of team members.
• Stay abreast of current trends and practices within area of responsibility and communicate pertinent information to management, direct reports and team members.
• Ensure appropriate staffing levels to best manage labor costs while maintaining outstanding guest service.
• Provide information and explain property amenities, complimentaries, and marketing programs to staff members and guests.
• Ensure all technology requirements are met in relation to all department’s needs.
• Promote positive public/employee relations at all times; maintains composure and builds relationships with guests that encourage repeat patronage and positive word-of-mouth.
• Maintain a clean, safe, hazard-free work environment within area(s) of responsibility.
• Ensure prompt and discreet notification to appropriate management and/or the Ethics Hotline of any observation of illegal acts or internal ethics violations.
• Drafts and implements departmental policies and procedures emphasizing long-term goals and objectives.
• Promotes positive public/employee relations at all times.
• Performs all other job -related duties as requested.

Analytics & Direct Marketing responsibilities include, but are not limited to:

• Oversee the development and production of direct marketing programs, including: proformas, developing criteria, advising on creative, implementation, communication and post-campaign analysis.
• Evaluate current levels of play and effectiveness of all direct mail, special events and promotions. Recommend alternative solutions to enhance participation and levels of play.
• Partner with Player Development department to yield the most trips & revenues from our VIP’s, enhance overall property revenues and support retention goals
• Support VP of Operations and the Hotel Revenue Manager to seek maximum yield of the hotel to increase ADR and gaming contribution per occupied room.
• Plan and develop criteria for maximum use of casino amenities; develop and maintain controls/availability in accordance with approved policies.
• Maintain up-to-date knowledge of all electronic gaming machines, table games, and player tracking systems, computer systems and applications that comprise the Player’s Club system, promotions, events, entertainment and general property information.
• Provide operating reports and program analysis.
• Responsible for preparing, maintaining, and adhering to departmental budgets and forecasts.

Promotions and Special Events responsibilities include, but are not limited to:

• Plan, produce and maintain an on-going calendar schedule of promotions.
• Ensure operational success of event and execution within gaming regulations.
• Management of promotions team, on call team members, and contract laborers to deliver a high level of guest service, speed and integrity within all events.
• Manage, maintain and reconcile gift inventories to ensure proper levels and detect theft.
• Develop theme, format and rules for specific promotions.
• Maintain promotions and events budget on a monthly and yearly basis.
• Develop proformas for new promotions, review the results of past promotions and events and make recommendations for the feasibility of repeating or modifying those promotions.

Players’ Club, Plum Lounge and Bus Marketing responsibilities include, but are not limited to:

• Develop and implement a compelling acquisition program, enhancing tier levels to motivate guests to play up.
• Work with property leaders to continue growth in signups and email acquisitions.
• Ensure all Players’ Club team members efficiently accommodate guest needs.
• Maintain excellent average service scores for GX360 and mystery shopping programs.
• Actively monitor and support operational team to ensure proper staffing, technology needs and training levels.
• Monitor Plum Lounge and X-Card services to ensure outstanding service levels are achieved.

• Maintain excellent guest service and profitability within the Bus Marketing program.

QUALIFICATIONS

• Bachelor’s Degree in related field and three (3) to (5) five years of experience in a senior marketing role, or the equivalent combination of education and experience.
• Ten (10) years of progressive and broad experience in competitive gaming jurisdictions preferred.
• Expertise in developing and implementing promotions, as well as managing a Players’ Club required, along with a strong background in analyzing related marketing programs.
• Demonstrated understanding of gaming systems and significant knowledge of gaming regulations related to marketing also required. Strong written and oral communication skills are essential, along with the ability to successfully vary communication delivery/style to best accommodate the needs of receiver(s).
• Proven experience leading a workforce to set and achieve high standards of performance and profitability.
• Must have previous examples of work that demonstrates creativity and innovation.
• Must possess financial abilities and cost/inventory control techniques.
• Ability to develop and implement annual marketing plans.
• Must be proficient in Microsoft applications (Excel, Access/SQL, Word, and PowerPoint). Experience with Business intelligence tools such as Tableau preferred.