Vice President Marketing

The Vice President of Marketing serves as an innovative, creative, flexible, and future-focused executive leader who continuously evaluates emerging industry trends, evolving guest expectations, digital engagement opportunities, hospitality standards, entertainment trends, and competitive market conditions. This role requires a continuous learner who is committed to staying current with best practices in gaming, hospitality, resort marketing, digital transformation, iGaming, guest experience, and Four Diamond service standards.

The Vice President of Marketing is responsible for overseeing the strategic direction, performance, and production of Database Marketing, iGaming, Casino Analysis, Advertising, Rewards Club, Guest Experience, Community Relations, Charitable Giving, Player Development, and Entertainment.

This position is responsible for the planning, development, execution, and measurement of brand-enhancing promotions, events, guest engagement strategies, entertainment offerings, loyalty initiatives, and strategic marketing campaigns that support Gun Lake Casino Resort's business objectives. The role is accountable for driving gaming volumes, increasing market share, strengthening brand loyalty, enhancing the guest experience, and maximizing return on investment.

As a key member of the Executive Management Team, this position is expected to lead with strategic vision, operational discipline, creativity, and adaptability while positioning Gun Lake Casino Resort as a premier Four Diamond destination resort.

About Us:

At Gun Lake Casino Resort, every Team Member is an ambassador, essential to the success of our company and our culture. We expect that all Team Members take personal ownership in ensuring that everything they do is in the best interest of Gun Lake Casino Resort and embody the core values of the Seven Grandfather Teachings:

Love: Love your brothers and sisters and share with them.

Truth: Be true in everything you do. Be true to yourself and to your fellow Humans.

Respect: You must give respect if you expect respect. Respect everyone, all persons, and all the things created.

Bravery: To do what is right, even in the most difficult of times.

Honesty: Be honest in every action and provide good feelings in your heart.

Wisdom: We cherish knowledge; wisdom is used for the good of the people.

Humility: Know that you are equal to everyone else, no better, no less.

In this Role:

• Be responsible for practicing, supporting, and promoting Gun Lake Casino Resort's "Unsurpassed Service" standards at all times.
• Be responsible for practicing, supporting, and promoting Gun Lake Casino Resort's Four Diamond Standards, ensuring marketing strategies, guest engagement initiatives, entertainment offerings, and brand experiences reflect the expectations of a premier resort destination.
• Participate with the Executive Management Team in developing strategic and tactical operating plans that support property objectives, revenue growth, brand strength, guest satisfaction, and long-term market positioning.
• Oversee and be accountable for the performance and production of Database Marketing, iGaming, Casino Analysis, Advertising, Rewards Club, Guest Experience, Community Relations, Charitable Giving, Player Development, and Entertainment.
• Lead internal teams and external agencies in developing, protecting, and evolving the property's brand identity through direct mail, social media, digital platforms, television, print, radio, public relations, entertainment marketing, and emerging marketing channels.
• Serve as a catalyst for innovation by encouraging creative thinking, calculated risk-taking, continuous improvement, and the exploration of new ideas across all marketing, entertainment, guest experience, loyalty, and community-facing functions.
• Continuously identify, evaluate, and implement innovative marketing solutions that enhance the guest experience, strengthen brand loyalty, increase visitation, drive revenue growth, and differentiate Gun Lake Casino Resort within the gaming, hospitality, entertainment, and resort marketplace.
• Monitor and respond to emerging industry trends, guest preferences, competitive market conditions, consumer behaviors, technology advancements, and evolving Four Diamond resort standards.
• Demonstrate flexibility and organizational agility by adjusting strategies, priorities, campaigns, guest engagement approaches, and operational plans in response to changing business needs, market conditions, guest expectations, and industry standards.
• Foster a culture of creativity, innovation, continuous learning, adaptability, and data-informed decision-making within the marketing division.
• Utilize and/or acquire data to make informed business decisions while maintaining the financial and reputational success of the property.
• Apply analytics, guest insights, market research, competitive intelligence, and campaign performance metrics to guide marketing strategy, promotional planning, guest segmentation, loyalty development, advertising spend, and return on investment.
• Drive innovation in marketing strategies, guest engagement initiatives, loyalty programs, promotional execution, entertainment offerings, digital experiences, and resort-wide brand activation.

Examples of Marketing Innovation and Digital Engagement

The Vice President of Marketing is expected to lead and evaluate innovative strategies and digital engagement initiatives that may include, but are not limited to:

• Leveraging artificial intelligence, predictive analytics, and advanced customer segmentation to personalize marketing campaigns, guest offers, promotional content, and communication strategies.
• Implementing behavior-based marketing campaigns driven by guest preferences, visitation patterns, spend history, gaming activity, resort utilization, and entertainment interests.
• Utilizing Customer Relationship Management platforms, customer data platforms, and marketing automation tools to deliver targeted guest communications, improve campaign timing, enhance personalization, and strengthen guest relationships.
• Creating dynamic omnichannel marketing campaigns that seamlessly integrate digital, social media, email, direct mail, mobile messaging, television, radio, in-property signage, entertainment marketing, and guest-facing communications.
• Exploring digital wallet integration across gaming, hotel, food and beverage, entertainment, retail, gift shop, resort amenities, and loyalty experiences to improve convenience, speed, security, and the overall guest journey.

Leadership and Operational Responsibilities

• Participate in budget development and monitor department expenses and capital budgets within established guidelines.
• Ensure marketing strategies and campaigns are financially responsible, brand-aligned, data-informed, and designed to produce measurable results.
• Develop, support, maintain integrity, and comply with company policies and procedures, internal controls, and applicable state, federal, and tribal government rules and regulations.
• Supervise and lead management, supervisory, and frontline Team Members to ensure optimum operating efficiencies, exceptional guest experiences, appropriate staffing levels, and strong team performance.

Essential Qualifications:

• Must be 21 years of age or older.
• Bachelor's Degree from an accredited four-year college or university in Marketing, Advertising, Business, Hospitality, Resort Management, Casino Management, or a related field required; MBA or Master's Degree strongly preferred.
• Minimum of ten (10) years of progressive leadership experience in gaming, hospitality, resort, entertainment, or destination marketing, including at least seven (7) years at the Director level or above within a large-scale casino resort, integrated resort, or destination hospitality environment.
• Experience in a Four Diamond or similarly recognized luxury resort environment strongly preferred. Experience in both Class III Indian Gaming, Commercial Gaming and iGaming preferred.
• Demonstrated success leading comprehensive marketing functions, including brand strategy, database marketing, loyalty programs, advertising, entertainment marketing, guest engagement, digital marketing, iGaming, player development, and promotional strategy within a complex gaming, hospitality, or resort environment.
• Proven track record of driving innovation through digital engagement strategies, guest experience enhancements, loyalty initiatives, mobile technologies, digital wallet integration, cashless gaming solutions, CRM platforms, marketing automation, artificial intelligence applications, and other technology-enabled solutions that deliver measurable business results.
• Demonstrated ability to anticipate and respond to emerging gaming, hospitality, entertainment, technology, and consumer trends, translating insights into innovative business strategies, competitive advantages, and revenue-generating opportunities.
• Strategic, innovative, and adaptable leader with a commitment to continuous learning, professional development, organizational agility, and staying current with evolving industry best practices, digital advancements, and Four Diamond service standards.
• Strong business acumen and analytical skills with the ability to leverage data, market intelligence, financial information, research methodologies, and quantitative analysis to drive strategic decision-making, revenue growth, and organizational performance.
• Demonstrated ability to define and solve complex business challenges, evaluate alternatives, exercise sound judgment, and lead long-range strategic planning, organizational growth initiatives, organizational change, and cross-functional execution.
• Highly organized and results-oriented with the ability to prioritize competing demands, manage multiple projects and deadlines, execute with urgency, and thrive in a fast-paced, evolving business environment.