VP Casino Marketing

San Manuel Casino Highland, CA Full-time Advertising / Marketing / Public Relations

Posted on December 21, 2017

Position at San Manuel Casino

Summary

The Vice President Casino Marketing is responsible for the strategic leadership of all aspects of the Casino Marketing function with a primary focus on developing strong relationships with guests and designing the comprehensive guest experience to drive repeat visits and loyalty. This position will direct the improvement of revenue through managing casino marketing strategic plans, while maintaining attention to guest service and satisfaction. Oversees the function and ensures the Casino Marketing operations and staff provide friendly and efficient service to internal and external guests. The Vice President Casino Marketing develops strategic goals and translates them into tactical plans, as well as provides leadership to ensure goals and expectations by the Tribe are attained.

This position provides oversight to ensure all casino marketing efforts are in accordance with overall business objectives, ensure campaigns and programs are aligned with brand standards and ensure programs are designed within budget guidelines and the strategic plan for the property. The Vice President Casino Marketing will strategically integrate the loyalty club and customize guest service standards to support and enhance the brand. The Vice President Casino Marketing is responsible for the following areas: Player Development, Casino Marketing (Guest Services/Players Club/VIP Services/Promotions).

Essential Duties & Responsibilities

Oversees overall strategic marketing direction for all elements of casino marketing including promotions, players club, player development, and VIP services.
Establishes marketing strategies, plans, and programs; both short and long range, to ensure the profit growth and expansion of company products and/or services. Directs the budget management for the department. Ensures budget is complete, accurate and in line with Tribe goals.
Provides strategic insight, direction, and oversight to ensure a successful and continuous operation. Develops casino marketing strategic plans and assists with property plans / operational recommendations that are consistent with the strategic vision of San Manuel Casino.
Design the comprehensive guest journey and supervise development of brand books, setting all brand standards (e.g., visual identity, font, color) including other elements of the brand (e.g., music, scent, uniforms, logos, etc.) and content library.
Oversees casino marketing programs and adjusts strategies and tactics to increase effectiveness to meet changing market and competitive conditions. Works together with operating departments to create and execute a strategy to attract and grow the high-end VIP database.
Define and shape strategy for attracting and retaining VIP guests for the casino. Ensures customer development on the casino floor as well as outside solicitation of guests via personal contact and group affiliations. Demonstrates a service culture that is focused on internal and external customers while creating consistent service expectations.
Develops short and long-range operations objectives. Monitors, documents, and notifies the CMO of any problems that may impact or jeopardize the achievement of current and future objectives. Provides constructive feedback to the CMO on necessary changes and improvements; implements and monitors approved changes.
Oversee consistent brand on property campaign, on-property guest events and cross-channel strategy, including final creative approval for brand campaigns. Ensure brand team delivers effective on-property activation (e.g., signage, marquees), and mediate between property and central needs.

Develop annual marketing strategy in collaboration with central team for shared services support and to ensure alignment with portfolio marketing activities. Monitors existing business operations and liaise with property casino leaders to share best demonstrated practices for marketing, guest service, and casino operations (yield and optimization).
Demonstrates an expert working knowledge of the marketing industry. Stays abreast of new technologies and cutting edge trends significant to gaming operations. Attends industry conferences, conventions, tradeshows, expositions, etc. and networks with industry experts. Targets and researches relevant technology / 3rd parties to improve operations, guest service, and marketing efficiencies.
Researches and analyzes existing data and trends and takes action to reduce costs and increase revenues whenever possible.
Provide pre-opening support as needed to all new operations.
Regularly reviews and recommends changes/revisions, where necessary, to internal controls that relate to the Casino Marketing department operations. Regularly evaluates all Casino Marketing department policies and procedures for effectiveness and possible areas of improvement or efficiencies.
Select, train, develop, organize and motivate a highly qualified and effective team, capable of providing optimum staff support for the organization. The development includes technical abilities as well as leadership and interpersonal skills. Maintains high morale through support, appreciation and development of Team Members.

Supervisory Responsibilities

Carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws. Responsibilities include interviewing, hiring and training employees; planning, assigning reviewing and directing work; evaluating and appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

Education/Experience/Qualifications

Bachelor’s degree in Marketing, Business Administration or a related field is required. Master’s degree is highly preferred.
Minimum of twelve (12) years of experience in marketing required.
Minimum of eight (8) years supervisory experience required.
Equivalent combination of education and progressive, relevant and direct experience may be considered in lieu of degree requirement.
Experience in large-scale gaming operations.
Must be culturally competent and effective in a multi-cultural environment.
Effective at presenting information and responding to questions and/or concerns from management, staff, customers, public groups, regulatory agencies, and/or the Business Committee.
Strong leadership and people management skills required with good motivational and collaboration emphasis; communicates change effectively, overcomes resistance and builds commitment.
Demonstrates ability to communicate in a clear, friendly and positive manner with internal and external guests.

Certificates/Licenses/Registrations

At the discretion of the San Manuel Tribal Gaming Commission you may be required to obtain and maintain a gaming license.

San Manuel Band of Mission Indians and San Manuel Casino will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990.