Director of Database Marketing

Director of Database & Direct Marketing Analytics Position Overview The Director oversees database marketing, targeted customer communications, and business analytics for a casino resort. This leader develops strategies that increase guest engagement, repeat visits, retention, revenue, and profitability while managing the team responsible for database and direct marketing operations. A major responsibility is managing campaigns from concept through delivery across mail, email, digital platforms, kiosks, and other guest communication channels. The Director coordinates targeting, offers, creative development, data preparation, approvals, production, and distribution, ensuring each component is accurate and completed on schedule. Working closely with property leadership and departments throughout the resort, this position turns customer and operating data into practical recommendations that strengthen marketing performance, player development, and revenue across gaming and nongaming businesses. Key Responsibilities Campaign Planning and Delivery Set the strategy for direct marketing programs and oversee execution across all customer communication channels. Manage an integrated campaign calendar covering offers, promotions, events, and guest communications. Establish schedules, milestones, responsibilities, and approval requirements for campaign delivery. Coordinate Database Marketing, Creative, Marketing, Operations, Player Development, vendors, and other campaign contributors. Track progress across offer development, audience selection, creative, data preparation, proofing, production, and deployment. Anticipate delays and resolve gaps or dependencies with the departments responsible. Communicate campaign priorities, project status, deadlines, and changes to relevant stakeholders. Review and approve campaign plans, customer segments, offers, creative materials, data specifications, proofs, and distribution plans. Confirm that final communications match approved targeting, offers, brand guidelines, and applicable regulatory requirements. Oversee campaign data collection, production coordination, internal and external communications, delivery, and reporting. Establish processes that strengthen accuracy, accountability, and timely completion. Align promotional and event communications with the broader marketing calendar. Assess campaign results and recommend improvements to response rates, guest engagement, revenue, and profitability. Customer Data and Marketing Analytics Develop and manage the resort’s database marketing and analytics strategy. Use gaming activity, customer behavior, lifecycle information, segmentation, and propensity modeling to create individualized marketing approaches. Oversee customer insights, analytical reporting, campaign measurement, and performance reporting. Identify opportunities to acquire customers, retain active guests, reactivate inactive players, and increase visit frequency and profitability. Define campaign performance measures and use testing, including A/B testing, to improve results. Build marketing plans and calendars using customer trends, indexing, historical results, and business priorities. Analyze customer and revenue information across Gaming, Hotel, Entertainment, Food & Beverage, and other business areas. Present complex findings as clear recommendations for senior leadership and Marketing. Player Development Support Work with Player Development leadership to improve customer retention, visitation, value, and profitability. Supply customer lists, audience segments, and performance insights that support host outreach and relationship management. Support prospecting, new business development, retention programs, and inactive-player reactivation. Evaluate customer performance, host goals, prospecting opportunities, and the accuracy of player coding. Resort Revenue Analysis Provide analytical support to gaming and nongaming departments. Use hotel booking pace, occupancy, average daily rate, revenue, and demand information to identify opportunities for improved performance. Measure how database marketing and targeted offers affect revenue across the resort. Identify opportunities to increase total guest value and overall property profitability. Analyze entertainment and special events through attendance, customer demand, revenue, and marketing results. Financial, Systems, and Operational Oversight Manage departmental budgets, forecasts, profit-and-loss performance, and direct marketing expenditures. Evaluate campaign costs, generated revenue, and return on investment. Improve marketing profitability through audience selection, offer design, channel allocation, and customer lifecycle strategies. Oversee database marketing technology, kiosk services, and related guest-facing platforms. Maintain controls supporting data quality, database integrity, operating efficiency, and regulatory compliance. Provide administrative oversight for assigned property systems. Team Leadership and Department Coordination Lead the Database and Direct Marketing team, setting goals, priorities, and performance standards. Balance daily operational needs with longer-term marketing and analytics initiatives. Recruit, train, coach, mentor, and develop employees. Establish clear expectations for internal contributors and external partners. Hold campaign participants accountable for agreed deadlines and deliverables. Keep departments informed of priorities and changes affecting campaign execution. Advise property leadership and partners in Marketing, Player Development, Hotel, Entertainment, and other departments. Build a collaborative team culture centered on analysis, ownership, and measurable results. Model strong guest service and uphold the organization’s values and service standards. Minimum Qualifications Bachelor’s degree in Marketing, Economics, Management Information Systems, Computer Science, or a related discipline. Eight to ten years of progressive experience in Marketing and/or Information Technology, including at least three years of management experience. An equivalent combination of education and relevant professional experience may be considered. Strong interpersonal skills and the ability to build a supportive, productive team environment. Excellent organization, recordkeeping, and report-writing abilities. Strong verbal and written communication skills. Professional presence and confidence when interacting with guests, leadership, departments, and vendors. Demonstrated ability to develop effective advertising strategies. Ability to protect confidential customer and business information. Required Technical Qualifications SQL and Database Tools Five to eight years of intermediate to advanced Microsoft SQL Server experience. Ability to write complex queries using joins, grouping, and related functions. Experience aggregating player and revenue information. Ability to build player segments and support individualized customer intelligence and targeting. Working knowledge of PostgreSQL, Oracle, and R. Excel and Data Access Advanced Excel proficiency, including pivot tables and charts. Experience accessing and connecting to databases using Python and working with VMware and Remote Desktop Protocol environments. Casino Systems and Player Metrics Knowledge of casino management systems, including CMP, Aristocrat, and IGT platforms. Understanding of slot, table game, and player data. Familiarity with trips, visitation, coin-in, handle, win, and hold. Knowledge of average daily theoretical value (ADT) and actual versus theoretical performance. Experience with player and database segmentation. Understanding of player reinvestment, promotions, loyalty programs, and rewards. Familiarity with kiosk systems. Knowledge of sportsbook activity and the player lifecycle. Statistical Analysis Understanding of correlation, probability, A/B testing, basic regression, and forecasting. Ability to perform churn, retention, and cohort analysis. Work Requirements Availability for travel as needed. Flexibility to work varied schedules, including evenings, weekends, and holidays. Ability to lift, pull, bend, stand, and walk for extended periods. Willingness to work in an environment where smoking is permitted. Compliance with company health and safety practices. Preferred Experience Experience working in a high-volume casino operation with complex marketing, customer data, and business requirements. #J-18808-Ljbffr LV Search Partners