Director of Database Marketing
Location: Pala Casino, California 92059
Job Purpose: The Director of Database Marketing is responsible for the development and implementation of database marketing initiatives that serve to attract new customers as well as maintain and retain existing customers. This position will report to the Vice-President of Marketing.
Qualifications:
• Must be able to read, write, speak, and understand English.
• Excellent communication skills
• Pleasant and outgoing personality
• Excellent organizational skills
• Able to remain calm and professional in a busy environment.
• Thorough knowledge and understanding of player tracking and analysis systems.
• Experience with quantitative analysis and/or statistics, including one year of experience in programming languages (SQL) along with experience using relational databases (Access, SQL Server, QCI), Showcase and general financial analysis.
• Excellent organizational skills; experience with Microsoft Office programs; superior oral, written and interpersonal communication skills; ability to function both independently and in a team-oriented unit. Excellent project management and communication skills are required. Must have intermediate MS Excel, Access, Word and PowerPoint skills.
• Must have well-rounded marketing and customer relations skills.
• Ability to develop and implement, as well as provide training for new programs initiatives.
• Excels at people management, will have up to 5 reports in the department.
• Proficient in computers, including database applications, e-mails and Internet
Essential Job Functions:
• Ensures accuracy of outgoing database offers.
• Executes all aspects of data related activities and administers the production of direct mail and player lists.
• Oversees all database marketing projects to ensure accuracy and integrity of all offers, customer lists and customer records. Evaluates and inputs all marketing customer list requests.
• Evaluates effectiveness of database marketing efforts and makes recommendations.
• Assists in the development and execution of effective prospect and retention marketing programs for the property.
• Maintains current operating knowledge of necessary system functions to effectively coordinate database marketing projects.
• Accurately tracks redemptions of all database marketing programs.
• Produces timely analysis reports to determine profitability of Database Marketing programs.
• Adheres to all regulatory, company and department policies and procedures.
• Responsible for assisting in developing in accordance with established policies, procedures, and controls.
• Assist in the research, analysis, and development of new systems for revenue growth throughout the casino environment.
• Works with multiple departments to monitor and identify areas in which IT systems can be implemented to reduce labor costs, increase customer satisfaction, and increase revenue.
• Research competitor’s usage of technology, as well as new technologies that may be of interest to the casino.
• Develop queries and procedures to extract and communicate required information.
• Utilize MS Access, MS Excel, Cognos, Oracle, QCI or another SQL client to add functionality to developed systems.
• Use existing databases to create reports and answer key questions about guest activity such as inquiries regarding demographics, profitability, program redemption, etc.
• Assists in the creation of Return-on-Investment spreadsheets.
• Participates in marketing functions as required.
• Collaborates in developing databases marketing plans and budgets.
• Maintains confidentiality of customers’ information.
• Ability to read, analyze and interpret financial reports and marketing analysis reports.
• Work closely with related departments to manage and utilize the customer databases to consistently yield the most profitable mix of business.
• Develop, provide and utilize data driven decisions and efficient data extraction.
• Provide solid project management skills to manage multi-faceted, complex direct-marketing programs with both internal and external vendor/agencies.
• Works closely with Slot Departments/Hosts, Players Club, F&B, IT, Accounting and direct mail vendors.
• Analyzes customer and group trends and provides monthly reports.
• Coordinates the data production of all direct mail pieces and ensures that vendor/support is equipped with all of the data related information necessary.
• Provides training as assigned for employees. Provides systems training related to promotions, special events and on-going promotions.
• Fields patron complaints when they become issues or inquiries. Performs other duties as assigned.
