Director of Database Marketing & Analytics

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Pledge for Success: 

We are dedicated to hiring outstanding individuals who share in our commitment and passion in serving our guests.  Ambition, dedication, attention to detail, and a warm smile are all winning characteristics that lead to the spirit of who we are.

Position Summary:

The Director of Database Marketing & Analytics leads the property’s database marketing, direct marketing, and analytics strategy to drive customer engagement, visitation, retention, revenue, and profitability. A significant focus of this role is the strategic planning, coordination, and execution of direct marketing programs, ensuring campaigns are delivered accurately, effectively, and on schedule across direct mail, email, digital, kiosk, and other customer communication channels.

The Director serves as the central point of leadership & accountability for direct marketing campaigns, maintaining visibility into campaign strategy, calendars, creative, data, offers, production, approvals, and deployment. This position works cross-functionally to keep Marketing and other contributing departments on task, identify potential delays or issues, and ensure deadlines and campaign objectives are met.

The Director also leads the strategic use of customer and business data to develop targeted 1:1 marketing strategies, optimize customer value, measure campaign performance, and identify revenue opportunities. The position provides leadership and direction to the Database/Direct Marketing team and serves as a strategic partner to Property Leadership and cross-functional departments.

Primary Duties and Responsibilities:

• Promotes superior guest service.
• Maintains, and perpetuates a positive organizational culture according to the principles of the Spirit of Tâlícn and the Core Values of ilani.

Direct Marketing Strategy, Planning & Execution

• Lead the overall strategy and execution of direct marketing programs across direct mail, email, digital, kiosk, and other customer communication channels.
• Own the direct marketing calendar and maintain comprehensive visibility into all campaigns, promotions, events, and customer communications.
• Ensure all elements of each campaign—including strategy, offers, creative, data, segmentation, approvals, production, and deployment—are progressing according to established timelines.
• Serve as the central point of coordination & leader between Database Marketing, Creative, Marketing, Operations, Player Development, and other departments involved in campaign development and execution.
• Establish and manage project timelines and deadlines, proactively identifying potential delays, gaps, or dependencies and working with responsible departments to keep projects on track.
• Coordinate campaign development from initial strategy through final deployment, ensuring all required components are completed, reviewed, approved, and delivered accurately and on time.
• Maintain awareness of the status of all active and upcoming campaigns and communicate priorities, deadlines, and potential issues to appropriate stakeholders.
• Review and approve campaign strategies, segmentation, offers, creative, data requirements, proofs, and final deployment plans.
• Ensure direct marketing campaigns are accurately executed in accordance with approved strategies, offers, targeting, creative, brand standards, and regulatory requirements.
• Work with the team to manage campaign data collection, segmentation, proofing, production, internal and external communication, deployment, and reporting.
• Develop and maintain processes that improve campaign workflow, accountability, accuracy, and on-time delivery.
• Partner with Marketing and other departments to ensure promotions and events are appropriately incorporated into direct marketing strategies and calendars.
• Evaluate campaign performance and make recommendations to improve response, engagement, revenue, and profitability.

Database Marketing & analytics

• Lead the development and implementation of the property’s database marketing and analytics strategy.
• Utilize customer behavior, gaming activity, propensity modeling, segmentation, and lifecycle data to develop targeted 1:1 marketing strategies.
• Develop and oversee analytical reporting, campaign measurement, customer insights, and performance reporting.
• Identify opportunities to improve customer acquisition, retention, reactivation, visitation, and profitability.
• Establish campaign KPIs and utilize testing, including A/B testing, to optimize marketing performance.
• Develop data-driven marketing strategies and calendars based on customer trends, indexing, historical performance, and property objectives.
• Analyze customer and revenue data to identify opportunities across Gaming, Hotel, Entertainment, Food & Beverage, and other revenue channels.
• Translate complex data and analytics into actionable recommendations for Property Leadership and Marketing.

Player Development & Customer Growth

• Partner with Player Development to leverage database analytics and customer insights to increase visitation, retention, customer value, and profitability.
• Provide actionable customer lists, segmentation, and performance insights to support Host and Player Development efforts.
• Support strategies for customer retention, new business development, and inactive customer reactivation.
• Collaborate with Player Development leadership to evaluate customer performance, host goals, prospecting opportunities, and coding accuracy.

Revenue & Yield Analytics

• Provide analytical support for Hotel, Entertainment, Gaming, Food & Beverage, and other revenue channels.
• Develop and utilize hotel pacing, occupancy, ADR, revenue, and customer demand analytics to identify optimization opportunities.
• Evaluate the impact of database and direct marketing strategies across revenue channels and identify opportunities to maximize total customer and property value.
• Support entertainment and special event analysis through customer demand, revenue, attendance, and marketing performance insights.

Financial & Operational Management

• Oversee departmental budgets, forecasts, P&L performance, and direct marketing expenses.
• Review campaign revenue and expenses and evaluate return on investment.
• Identify opportunities to improve marketing profitability through segmentation, offer optimization, channel strategy, and customer lifecycle management.
• Oversee database marketing technology, including kiosk services and related customer-facing systems.
• Maintain appropriate processes and controls to ensure database integrity, operational efficiency, and regulatory compliance.
• Provide administrative oversight of designated property systems.

Leadership & Cross-Functional Management

• Lead and develop the Database/Direct Marketing team and establish departmental goals, priorities, and performance expectations.
• Oversee day-to-day operations while providing strategic direction for long-term database and direct marketing initiatives.
• Hire, train, coach, mentor, and develop team members.
• Provide direction and accountability to internal and external partners involved in direct marketing campaigns.
• Keep cross-functional teams informed of priorities, timelines, deliverables, and changes that may impact campaign execution.
• Hold contributing departments and partners accountable for meeting established deadlines and deliverables.
• Serve as a strategic resource to Property Leadership, Marketing, Player Development, Hotel, Entertainment, and other departments.
• Foster a collaborative, analytical, accountable, and results-oriented environment.

Minimum Qualifications:

• Bachelor’s degree in Marketing, Economics, Management Information Systems (MIS), or Computer Science, and eight (8) to (10) years of progressive Marketing and/or Information Technology experience.
• An equivalent combination of education and relevant experience that provides the knowledge, skills, and abilities necessary to perform the position may be considered.
• Must possess excellent interpersonal skills with an ability to foster a supportive and enabling team environment.
• Must possess excellent interpersonal skills with an ability to foster a supportive and enabling team environment.
• Must possess excellent organizational skills.
• Must present self in a professional and confident manner.
• Skilled in maintaining records and writing reports.
• Must work well with the public, diverse departments, and vendors.
• Demonstrated strong verbal and written communication skills.
• Proven ability to develop strategies for effective advertising.
• Travel may be required for this position.
• Must be able to work various shifts and flexible hours including nights, holidays, and weekends.
• Must be able to lift, pull, bend, stand and walk for extended periods of time.
• Maintains confidentiality of sensitive information.
• Must be willing to work in a smoking environment.
• Must be willing to adhere to company health and safety measures.

Technical Qualifications required 

• Intermediate to Advance level Microsoft SQL Server experience, minimum 5-8 years.
  • Write complex queries, i.e., join, group by, etc.
  • Aggregate Player and Revenue Data.
  • Build player segmentation.
  • Player intelligence 1:1.
  • PostgreSQL, Oracle, R.
• Advanced Excel:
  • Pivot Tables and charts.
  • Connecting to databases with Python, VM ware and RDP.
• Gaming specific knowledge:
  • CMS systems (CMP,  Aristocrat, IGT).
  • Slot, Table and Player data.
  • Trips and visitation, coin in, handle, win, and hold.
  • ADT, actual vs theo.
  • Player and database segmentation.
  • Player reinvestment, promotions, loyalty, rewards.
  • Kiosk systems.
  • Sportsbook and Player life cycle.
• Statistics and Analytics.
  • Correlation, probability, A/B testing, regression basics, forecasting.
  • Customer lifetime value.
  • Churn/retention analysis.
  • Cohort analysis.  

Preferred Qualifications: 

• Experience in high-volume, complex casino environment preferred. 

Work Shift:

Wages:

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