Director of Database Marketing

Job Summary

The Director of Database Marketing is responsible for developing and executing strategic marketing initiatives that leverage player data to drive revenue, enhance guest engagement, and maximize the effectiveness of direct marketing efforts. This leadership role oversees database segmentation, campaign execution, reporting, and analytics to ensure that marketing strategies are both data-driven and guest-centric. The Director collaborates with executive leadership and cross-functional teams to support overall marketing goals, strengthen guest loyalty, and promote long-term casino growth.

Essential Duties And Responsibilities

• Leads the creation and implementation of database marketing strategies aligned with the casino’s overall business objectives.
• Translates high-level marketing vision into executable direct marketing campaigns with measurable outcomes.
• Develops and manages player segmentation models to identify key audiences for promotions, offers, and targeted communications.
• Creates complex queries to select appropriate individuals for inclusion or exclusion in direct mail and digital campaigns.
• Develops reports and dashboards within the casino database system to support ongoing marketing initiatives and ad hoc requests.
• Establishes short- and long-term departmental goals for guest engagement and revenue growth.
• Leads the development and maintenance of a robust player database and reporting infrastructure.
• Analyzes market data to identify trends and develop data-backed strategies for customer acquisition and retention.
• Designs and evaluates campaign performance metrics including response rates, ROI, and offer redemption.
• Conducts pre- and post-campaign analyses to assess impact and recommend enhancements.
• Develops reinvestment strategies including comps, discounts, cash back, and other incentives in coordination with revenue optimization goals.
• Supports system conversion projects by setting criteria and parameters related to tracking, reinvestment, and player activity.
• Collaborates with executive management to support the development of strategic marketing plans.
• Provides statistical and analytical support for guest research and promotional effectiveness.
• Continuously evaluates the impact of marketing programs and adjusts strategies in response to competitive or market shifts.
• Oversees team performance including recruitment, training, and development.
• Performs other duties as assigned.

SUPERVISORY RESPONSIBILITIES:

• Provides leadership and oversight to the Database Marketing team, ensuring alignment with departmental goals and service standards.
• Responsible for staff management including hiring, onboarding, coaching, performance evaluation, and disciplinary actions.
• Fosters a positive and productive work environment by communicating expectations and supporting professional growth.

Qualifications

• Extensive knowledge of direct mail processes, campaign tracking systems, and player lifecycle strategies.
• Strong proficiency with database systems, data analysis tools, and segmentation logic.
• Ability to evaluate and manage marketing budgets, analyze campaign performance, and develop action plans with measurable ROI.
• Demonstrated ability to lead cross-functional initiatives and influence strategic outcomes.
• Excellent communication, organizational, and problem-solving skills.
• Must be able to work effectively with all levels of the organization, vendors, and guests.
• Title 31 Anti-Money Laundering training required (provided upon hire and to be completed within first two weeks).

EDUCATION and/or EXPERIENCE:

• Bachelor’s degree in Marketing, Data Analytics, Business Administration, or a related field required.
• Master’s degree or advanced certification in database marketing, CRM, or analytics is preferred.
• Minimum of 8–10 years of progressive experience in database marketing or marketing analytics, with at least 3–5 years in a leadership role.
• Proven ability to lead data-driven marketing strategies, including customer segmentation, campaign targeting, and performance measurement.
• Strong proficiency with SQL, CRM platforms, marketing automation tools, and business intelligence/reporting systems (e.g., Tableau, Power BI).
• Deep understanding of loyalty programs, direct mail, email marketing, and digital campaign execution.
• Experience managing large-scale customer databases, ensuring data integrity, and using analytics to drive ROI.
• Prior experience in a casino, resort, or high-volume hospitality marketing environment is strongly preferred.

LICENSES, CERTIFICATES, REGISTRATIONS:

Must have successfully completed a background check and obtained a gaming license issued by the Morongo Gaming Agency, as required.

LANGUAGE SKILLS:

Must be able to read and interpret documents in English, such as instructions, guidelines, policies, and procedures. Must also be able to communicate clearly and effectively with team members, management, and guests.

PHYSICAL DEMANDS:

Reasonable accommodations may be provided to enable individuals with disabilities to perform the essential functions of the job.

• Communication Skills: Must be able to communicate clearly, persuasively, and professionally in person, by phone, and in writing with executive leadership, marketing teams, analytics staff, IT personnel, vendors, and external partners; responsible for presenting data-driven strategies, overseeing campaign performance, and aligning analytics with business goals.
• Lifting and Carrying: Occasionally lifts and carries reports, marketing materials, or presentation tools weighing up to 25 pounds; physical demands are minimal and typically limited to planning or meeting support tasks.
• Manual Dexterity: Frequently uses hands and fingers to operate a computer, manipulate marketing databases, analyze reports, and manage email marketing and CRM tools with speed and accuracy.
• Mobility: Occasionally moves between departments, meeting rooms, executive offices, and operational areas to collaborate on initiatives, oversee campaign execution, or present strategic recommendations.
• Stationary Work: Frequently remains seated for extended periods while analyzing marketing data, managing segmentation strategies, preparing reports, and developing long-term marketing plans.
• Tool Operation: Regular use of CRM systems, marketing automation platforms, database management tools, business intelligence software (e.g., Tableau, Power BI), and standard office equipment.
• Visual Acuity: Requires excellent near vision to interpret campaign metrics, develop database strategies, ensure segmentation accuracy, and review executive-level reports and dashboards.
• Working Conditions: Primarily works in a professional office environment with occasional access to operational or guest-facing areas; may be exposed to a smoking environment when working in or near casino or public spaces.

WORK ENVIRONMENT:

This is a dynamic, fast-paced environment that requires the ability to adapt and perform under pressure. The casino operates with moderate to loud noise levels and is a smoking environment, requiring team members to work comfortably in these conditions.

WORKING HOURS:

Morongo Casino Resort & Spa operates 24 hours a day, 365 days a year; therefore, flexibility in scheduling is essential. Team members must be available to work shifts that may include evenings, weekends, holidays, and special events. Schedules are subject to change based on business needs and may include overtime, as well as work on both weekdays and weekends.