Overview:

Why We Need Your Talents:

The Director, Loyalty Marketing is responsible for development and implementation of standards, procedures, and formats for the Enterprise database through management of, database hygiene, program analyses, and reports, as well as management, strategy, and leadership of the Database Marketing team.

As the Loyalty Marketing Director you will collaborate with cross-functional departments and property marketing teams to gather technical requirements and KPIs to synthesize ideas to optimize campaigns across all channels for the Enterprise, evaluate marketing programs to increase customer acquisition and retention, and assist in developing, implementing, executing, and managing strategies for marketing campaigns and the reinvestment strategy through iterative refinement.

Responsibilities:

Where You'll Make an Impact:

Develop, implement, and maintain standards and procedures for database, development, controls, and maintenance.

Standardize campaign build processes and patron communications.

Improve efficiencies in accuracy and timeliness in execution of property functions.

Monitor quality of segmentations and lists.

Evaluate and report on health of Enterprise-wide database advising on appends and enhancements to the database.

Review reporting and analysis of players’ club, slots, promotions, special events, and patron communications, in partnership with Planning and Analysis Department to find efficiencies and growth opportunities.

Partner with properties to research and advise on strategy needs to include, but not limited to, player lifecycle strategy and promotional campaigns with a focus on optimizing profit by adjusting for reinvestment and competitor programming.

Implement Test and Control groups to evaluate campaign performance.

Ensure economies of scale are utilized.

Work with IT, Marketing Analytics, and other areas, as deemed necessary, to develop procedures for tracking gaming play, and effectiveness of promotions and events.

Provide training, management, and direction to ensure excellence in the performance of the property Database teams.

Oversee and implement all campaign builds from proforma to response.

Review database activities with Vice President Loyalty Marketing CGSS, and property Senior Leadership.

Identify opportunities to drive incremental gaming, and non-gaming revenues, across the Enterprise.

Oversee Enterprise-wide guest communication schedule including, but not limited to: Direct Mail, Email, SMS.

Be the Subject Matter Expert in all marketing related applications.

Perform User Acceptance Testing for any new functionality and/or platforms relating to marketing.

Manage department’s financial data.

All other duties as assigned.

Skills to Help You Succeed:

Maintain strict confidentiality and integrity in customer information, financial data, marketing plans, and policies.

Multi-Project management experience – manage multiple campaigns, programs, channels and timelines in high pace environment.

A clear and concise communicator

Solid understanding of databases and data structure with knowledge in developing and maintaining major quality, and quantity databases.

Ability to read and write SQL

Strong Excel Skills Required

Self-starter with propensity to learn on their own.

Able to demonstrate good business acumen.

Knowledge of hospitality, casino operations, marketing, and analysis.

Strong strategic thinking and planning skills including the ability to anticipate trends, situations, or changing market conditions.

Utilization of data analytics, accounting, finance, and valuation concepts.

Working knowledge of advertising agencies, direct mail houses, and digital direct marketing tools

Ability to analyze and interpret departmental needs and results.

Ability to solve complex problems.

Ability to perform assigned duties under frequent time pressures and maintain mental concentration for significant periods of time.

Broad variety of tasks and deadlines requires an irregular work schedule.

Ability to perform assigned duties in an interruptive environment.

Flexible to the changing business needs.

Curious and willing to challenge the status quo.

Ability to interact with guests and team members professionally, including the ability to speak in front of groups.

Strong influencing and relationship-management skills. The ability to interact with stakeholders of all levels and understand their interests and goals.

Team player and always willing to assist and take on extra duties as assigned.

Must be a legal permanent resident of United States.

Always maintain a pleasant, friendly, and welcoming attitude always.

Have complete knowledge of all Marketing and property wide activities.

Must be able to obtain and maintain Gaming License as mandated by the Maryland Lottery & Gaming Control Agency and the Pennsylvania Gaming Control Board.

Qualifications:

Must-Haves:

Seven (7) to ten (10) years’ experience in database systems and equipment for high volume business or industry, preferably Casino Gaming, with a minimum of 2 years in a managerial role of people and processes.

A 4-year degree in a related field or equivalent work experience.

Experience in database structures and creating queries is required. SQL experience is a plus.

Physical Requirements:

Ability to work irregular hours and extended shifts, including late nights, early mornings, weekends, and holidays.

Ability to work extended hours across all shifts in a 24/7 work environment