DIRECTOR - DATABASE MARKETING

Overview

Under the direction of the Vice President of Marketing, the Director of Database Marketing develops and executes long term and short term marketing strategies to support property and brand growth, increase the database, work closely with the all Seminole Gaming Properties Marketing team to yield the most trips & revenues from guests, enhance overall property revenues and support retention goals. 

Responsibilities

• Conducts themselves in accordance with all Gaming Commission Regulations, and departmental policies and procedures.
• Evaluates current levels of play and effectiveness of all direct mail, special events and promotions.  Recommends alternative solutions to enhance participation and levels of play.
• Oversees the development of monthly direct mail programs, including list generation, proformas, and creation of offers, implementation, communication and post-campaign analysis.
• Maintains up-to-date knowledge of all electronic gaming machines, table games, player tracking systems, computer systems and applications that comprise the Player’s Club system, promotions, events, entertainment and general property information.
• Provides operating reports and program analysis.
• Develops and maintains procedures, standards and documentation relating to database management and monitors transaction activity.
• Responsible for the overall integrity of customer database and information.  This includes the slot database, table games, hotel etc.
• Knowledgeable of company rules and regulations and ensures compliance as appropriate within areas of responsibility.
• Develop innovative new marketing solutions to add value to property marketing programs.
• Partners with property marketing leaders in order to judiciously review marketing program requests, provides guidance and recommendations during process, and manages list requirements.
• On a monthly basis, provides recommendations for change and assistance in implementing agreed upon recommendations.
• Maintain knowledge of data access techniques including any required query languages used for direct mail, database management and analysis and response tracking.
• Maintain knowledge of all computer systems and applications that feed into the marketing database.
• Maintain knowledge at both the property-level and corporate-level of marketing database structure, information stored on the database, customer segment counts and how customer information is stored on the database, and how customer information is interrelated. Identify developing trends in customer behavior and make recommendations to increase company profitability.
• Maintains the integrity of database entry standards throughout the properties and assist departments in training the established data entry standards.
• Maintains professional skills by staying abreast of current technical developments and participation in developmental programs available within and outside the company
• Responsible for the overall integrity of customer data and information.
• Maintains up-to-date knowledge of all computer systems and applications that comprise the Player’s Club system.
• Assists with the implementation of all marketing programs.
• Must be able to investigate and help solve data quality issues and train users as needed.
• Maintains all project files for active and future Database Marketing Programs and mailings.
• Establishes relationships with all operating departments to facilitate implementation of marketing programs.
• Maintains professional relations with vendors, customers and harmonious relationships with co-workers.
• Conducts themselves in accordance with all Gaming Commission Regulations, and departmental policies and procedures.
• Supervises team of Marketing Database Managers and Analysts to ensure timely and accurate execution of Marketing program.

Qualifications

• Bachelor’s degree in Marketing or Business Administration required, along with five (5) to seven (7) years Casino Database/Marketing Management or the equivalent combination of education and/or experience.
• The incumbent must also have strong organizational, planning, communication and public and interpersonal relations skills. 
• Advance skills in MS SQL Server Stack – SQL, SSRS, SSIS.
• Expert skills in Excel are required.
• Knowledge and/or experience with SAS and Tableau preferred.
• Team Management experience required.
• Direct Marketing experience including Direct Mail, Email Marketing, CRM etc. highly preferred.
• Proficient knowledge of Microsoft Office is required.
• Tactful problem-solving abilities.
• Ability to deliver a service level which creates an atmosphere that makes our guests want to return, giving each guest a positive, memorable entertainment experience.
• Commitment to routinely go above and beyond in the accomplishment of position responsibilities in an effort to play a role in the achievement of organizational goals.
• Must present an image of excitement, enthusiasm, and outgoing personality, while being able to project a professional appearance.
• Must be able and willing to work flexible hours to include evenings, weekends and holidays.
• A team player with strong analytical, communication (both written and oral) and interpersonal skills. Outstanding organizational skills are a must, as is the ability to manage multiple priorities simultaneously.
• Must be available for travel on a frequent basis.