Summary / Objective

The Director of Marketing is responsible for orchestrating a broad range of marketing activities. This role involves strategic planning, transformational leadership, preparation and execution, development of traditional and digital marketing strategies, and the tactical employment of gaming industry knowledge. The Director ensures alignment of marketing efforts with the casino’s goals, oversees data analysis, frequently engages in marketing campaign management and adaptation, and employs strong leadership principles to ensure team alignment.  A key focus is on leveraging analytics tools, fostering team dynamics, and collaborating with other departments to drive the organization’s marketing objectives and profitability.

The objective for the Director of Marketing is to lead and innovate in all marketing endeavors. This involves crafting and implementing a comprehensive marketing plan, managing direct marketing campaigns, analyzing data for informed decision-making, and ensuring compliance with industry regulations. The role demands a balance of creative thinking, analytical skills, and leadership prowess to enhance the casino’s brand and market presence while optimizing financial returns and strengthening customer relationships.

Qualifications

General

• Must be at least 21 years old to obtain a UMUGC Key License (required). Must be able to pass the UMUGC and CG background investigations (no financial crimes or other felonies).

Experience

• 8+ Years of progressive casino marketing experience required
• Recent Tribal gaming experience preferred. 

Important Note 

• In addition to meeting minimum requirements: education, experience, and certifications must indicate candidate possesses the knowledge, skills, and abilities necessary to meet all key accountabilities.

Key Accountabilities

• Strategic Planning: Develop and execute annual marketing plan that includes market profiling, promotional planning, media planning, database marketing, and annual budget development. Interface with other management in planning and executing activities and programs to assure casino and departmental objectives are being met and for achieving revenue and income objectives. Oversee and ensure consistency in brand standards and casino image.
• Program Execution and Enhancement: Analyze and develop programs for use of existing marketing information and processes; evaluate and recommend potential uses of new processes to enhance marketing program results. Offer recommendations that introduce new opportunities for revenue generation and cost reduction. Evaluate performance of casino and hotel database marketing initiatives to ensure re-investment rates are maintained and achieve acceptable profit margins. Assist in special analysis projects as required. Introduce customer-specific initiatives to enhance guest relations and loyalty. Incorporate marketing staff presence at conventions, trade associations and applicable seminars to promote the property’s identify and brand image.
• Digital and Social Media Marketing Expertise: Develop and implement digital and social media marketing strategies, utilizing advanced knowledge of marketing concepts such as the marketing funnel, customer journey mapping, and pain/touch points. Employ awareness and consideration tactics to drive acquisition and retention, and engage in meaningful conversations with the audience. Analyze and adapt strategies based on data-driven insights to maintain relevance in a rapidly evolving digital landscape.
• Database Marketing: Use common marketing analytics platforms (e.g., Aristocrat Gaming, nVision, Loyalty, Agilysis, Infogenesis, Sequel, or others) to incorporate data-driven insights into strategic planning and decision-making, ensuring adaptability and responsiveness to changing market dynamics. 
• Branding and Local Presence: Understand the importance of a strong company image in the local market. Conduct activities that consider both local impacts and new customer acquisition. Develop and maintain a strong understanding of the local area, including customs, local attractions & offerings, and potential partnership opportunities.
• Leadership and Team Management: Exhibit strong leadership skills with the ability to motivate and guide the marketing team towards achieving shared goals and missions. Foster a collaborative and inspiring work environment that encourages innovation, accountability, and a unified approach to marketing objectives.
• Marketing Campaign Acumen: Create direct marketing campaigns and monitor/modify as necessary to ensure the achievement of maximum profitability. Ensure marketing programs effectively reflect data-base segmentation as appropriate. Address current and future products based on knowledge of market trends.
• Data Analysis: Oversee and manage player development function through effective use of player’s club and utilize data analysis tools to project promotional or program performance and analyze actual performance. Regularly review player club activities, entertainment/special events and overall marketing operations to evaluate and improve staffing levels, working conditions and other matters which influence quality of guest services and profitability.
• Performance Management: Regularly monitor and analyze departmental performance to ensure the proper planning for short- and long-term strategies; identify performance gaps, appropriate training interventions, and other variables required to facilitate and improve on-going business performance and financial return. Assess operational strengths and weaknesses in order to effectively implement changes to improve operations and resource allocation. Prepare financial schedules exhibiting department performance for management as required.  
• Regulation Knowledge and Application: Maintain knowledge of all aspects of gaming activity and regulatory requirements and of latest gaming regulations and work with regulatory authorities and internal control staff to assure operational practice compliance. Develop proper security measures to ensure the integrity of the operation and customer data-base information.
• Point-of-Contact: Serve as point-of-contact and UMCH representative for marketing agency of record and other marketing third party vendors. Maintain relationships and use industry knowledge to weld such tools effectively and efficiently, ensuring a strong ROI.
• Teamwork and Collaboration: Participate as a member of the GM Management team in order to offer an overall property management perspective as related to greater property issues and strategies and to insure management can make informed decisions based on all relevant dimensions of the organization. Supervisory Responsibilities

Supervisory Responsibilities

The Director of Marketing leads the marketing team, including 3-6 direct reports, and manages both the Marketing Department and the Players Club. This role involves building a cohesive team, providing training, mentorship, and disciplinary guidance, and ensuring effective communication within the department. The Director coordinates daily operations, sets staff work plans, and evaluates marketing strategies for efficiency and effectiveness. Responsibilities include delegating tasks, maintaining staff morale, and ensuring a high level of performance. The Director also handles staffing decisions, from hiring to addressing employee concerns, ensuring fair and equitable treatment of all team members.