Corporate Director of Direct Marketing & Analysis

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

• Oversees all casino direct marketing programs including mail, email, SMS, and mobile app push to communicate offers, promotions, and happenings to the loyalty customer base, to include list generation, proformas, creation of offers, creative, production, implementation and post campaign analysis.
• Recommends and proformas reinvestment mix for the loyalty program and marketing campaigns.
• Maintains loyalty database architecture and keeps data uniform and clean so information can be used for analysis and marketing projects.
• Uses campaign management systems like Gaming Analytics and Salesforce Marketing Cloud and other software such as SQL, Python, Excel, to aid data processing and management.
• Uses data modeling to predict customer visitation patterns and worth for analysis and campaigns.
• Manages and guides the day-to-day activities of the Direct Marketing and Analytics teams.
• Ensures standardized and consistent reporting is developed, produced, and distributed regularly.
• Develops strategic and tactical marketing plans for all Gila properties which include direct marketing, player development, table games , slots, hotel, and food and beverage. Coordinates operational details to consider all elements necessary to execute profitable programs.
• Evaluates current levels of play and effectiveness of all direct mail, special events and promotions and recommends alternative solutions to enhance participation and levels of play.
• Keeps up with all marketing technology to ensure processes are effective, optimized and robust.
• Maintains up-to-date knowledge of all electronic slots, table games, player tracking systems, business intelligence systems, computer systems and applications that comprise the Players Club system, promotions, events, entertainment and general property information.
• Responsible for preparing, maintaining, and adhering to departmental budgets and forecasts.
• Develops and maintains procedures and standards relating to database management and monitor transaction activity.
• Safeguards the confidential nature of all departmental and company records.
• Assists in the creation of operating and capital budgets by providing forecasts, analysis and scenario modeling.
• Assists the development of five-year projections with forecasts, analysis and scenario modeling as required.
• Reviews and critiques trend analyses of revenue on a monthly basis.
• Prepares short and long term forecasts to identify and communicate goals, trends and opportunities.
• Assists departments and executives with the engineering and production of analytical reports as needed.
• Evaluates the Enterprise’s business intelligence needs and provides recommendations.
• Assist the Corporate Gaming Office and property Gaming Departments in analyzing their business and make recommendations for improvement of game performance.
• Assists the property Marketing Departments in analyzing their promotions, entertainment, lotteries and tournaments and make recommendations to improve return on investment.
• Performs other special projects and duties as assigned.
• Promotes and provides excellent guest service experiences to both internal and external guests.
  
  

Supervisory Responsibilities

Directly supervises a small number of employees in management, administrative and technical roles. Carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws. Responsibilities include interviewing, hiring and training employees; planning, assigning and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

EDUCATION And/or EXPERIENCE

• 10 or more years’ experience in direct marketing, database marketing, or a casino marketing related field.
• High School Diploma or equivalent required. Bachelor’s degree in business, mathematics, or a science related field, with an emphasis in Marketing preferred.
• Experience in advanced knowledge of database systems, data mining techniques, and a command of query languages with excel with excellent leadership in organizational, human relations, decision-making and creative problem solving skills required. Management/supervisory experience preferred.
• Must possess experience selecting proper analytical techniques and engineering ad hoc reports to answer varying business scenario questions.
• Must possess an advanced knowledge of forecasting, reporting, analysis, managerial accounting and financial accounting principles in relation to operations analysis and revenue reporting/recognition.
• Must have experience creating, distributing and presenting analytical results related to gaming revenue, labor efficiency, marketing, entertainment and gaming products.
• Must have experience engineering technological solutions to verify the accuracy and integrity of database marketing and analysis projects.
• Must have experience engineering automation processes for database marketing and analysis.
• Extensive knowledge of the gaming industry.
• Must possess excellent guest service skills, strong telephone etiquette, a self-starter with the ability to follow-up and complete tasks in a timely manner with minimum supervision.
• Ability to establish and maintain effective working relationships as well as to gain the cooperation of guests and fellow team members.
  
  

Computer/Technical Skills

Must be proficient in the use of personal computers, Microsoft Office Suite software, email and Enterprise specific programs.