Director of Database & Direct Marketing

Job Description Summary

Responsible for the management of strategic planning, creation, execution and reporting of channel direct marketing campaigns in direct mail, print, email, and other digital platforms as required. Align the direct channel strategies so they are consistent with the company’s strategic marketing plans and meet overall growth, sales and profitability objectives. Develops and manages data driven direct marketing program for client acquisition, loyalty growth and retention, optimizing response among target consumer segments with both direct mail and digital marketing channels.

Essential Duties and Responsibilities (other duties may be assigned)

• Provide strategic database marketing leadership to the organization and for the execution of all database initiatives.
• Develop first-rate database marketing solutions through
  • innovative data mining techniques
  • expert forecasting and analysis of information
  • strategic customer target models
  • optimization of marketing channels.
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• Responsible for creating and establishing strategic customer loyalty-based programs.
• Develop, implement and oversee programs that accomplish strategic and tactical objectives that drive repeat business, enhance customer loyalty, increase brand recognition and recall, drive volume and increase revenue.
• Develop database marketing strategy through the analysis of player tracking information.
• Manages the extraction of data for marketing direct mail and promotional offers.
• Create all customer list criteria and develop mailing criteria for all casino programs.
• Overseas the accuracy and integrity of the customer database by tracking returned mail and duplicate accounts.
• Responsible for developing, coordinating, implementing and overseeing all aspects and activities of direct mail marketing programs.
• Maintains integrity of the database through data entry standardization programs. (Group one/Group One or similar products)
• Develop and schedule timely preparation of all promotions, tournaments, and player recognition events, proformas, analysis and mailing schedules.
• Maintain NCOA (National Change of Address) updates on a quarterly basis.
• Develop overall pricing strategy to include all market segments and distribution channels in an effort to drive market share and revenue performance.
• Develop all marketing segments and ensure all distribution channels are optimized.
• Develop best practice standards to include competitor analysis; environmental scanning; market modeling; distribution yield management; business mix yield management; length of stay yield management; inventory availability by channel; pricing control and new pricing concepts.
• Produce accurate gaming revenue forecasts on daily, weekly and monthly basis.
• Analyse period end and other available systems data to identify trends, future need periods and obstacles to achieving goals.
• Recruit, train and mentor support team and assist in developing a career path for direct reports.
• Monitor the implementation of systems and enhancements.

Supervisory Responsibilities

Database & Direct Marketing Supervisors & Above

Database Marketing Coordinators/Specialists/Developers & Above

Access to Sensitive Areas and Information (ACCRS & SRC)

All retail, hotel, CMR marketing databases

Patron Management

QCI

Keys

Central Operations Administration Office

Signatory Ability

HR Related Forms

Complimentary Vouchers

Qualification Requirements

To perform this job successfully, an individual must have excellent verbal and written communication skills, in English, on the telephone and in person. Must be able to use and understand Monarch software, as well as, Microsoft Office Suite.  Outstanding organizational skills; must be able to multi-task.  The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education and/or Experience

Minimum of an Associate's degree (AA) or equivalent from a two-year college or technical school; or at least seven (7) years management experience in either a Marketing Department, Casino Marketing Department, and/or advertising group with an emphasis on database and marketing business planning experience mandatory.

A strong, equivalent proven background in Casino Marketing, (minimum of five (5) years) that includes demonstrated experience in managing the advertising function will also be considered.

Working Conditions/Physical Demands

To perform this job successfully, the individual must be able to stand, move and work throughout the office area and properties, including walking up to 1 ½ mile, climbing stairs and sitting at a desk/workstation for the duration of the shift.  Also, may be subjected to a smoke-filled environment.

Typically, the individual will be housed in an office environment.  The noise level in the work environment is usually moderate, but will escalate when located in the casino environment.  Must be able to grasp, bend, lift and/or carry or otherwise move goods weighing a minimum of 25 lbs. on an intermittent basis, and sufficient dexterity of hand in order to use office equipment including, but not limited to:  a computer keyboard, calculator, general office equipment and multi-line telephone.