Executive Director of CRM & Data Strategy

About the Role

The Executive Director of CRM & Data Strategy will lead the Database Marketing, Direct Marketing, and Marketing Analytics division, delivering a comprehensive roadmap of customer relationship-focused initiatives. This role serves as the Marketing Project Leader for all corporate-wide CRM, EDW, Business Intelligence, Casino Management, Universal Card, and IT system upgrades and implementations. The position enhances profitable revenue growth by identifying and cultivating higher-worth segments of the casino player database, leading market expansion efforts, implementing database enhancements, developing direct marketing programs, and executing results-driven database marketing strategies.

This role collaborates with business unit leaders to develop targeted marketing campaign strategies and is responsible for customer data management, segmentation, modeling, reporting, analytics, and evaluating the effectiveness of all direct marketing campaigns. The ideal candidate is passionate about marketing and technology, driven by a desire to learn, and capable of working within a team or with vendors to provide solutions.

Responsibilities

• Serve as the organization’s customer engagement subject matter expert, providing strategic direction and recommendations to evolve the company’s CRM strategy.
• Deliver all facets of the CRM, Business Intelligence, and Enterprise Data Warehouse roadmap, including project management, functional/technical design, software development, and deployment.
• Partner with IT on strategy, vendor selection, and support for marketing technology enhancements.
• Champion a customer-centric view of marketing and operations, aligning technology solutions, processes, and programs across the organization.
• Coordinate extensively with Technology, Customer Service, Operations Management, and Marketing managers on campaign calendars, strategy, and execution.
• Define data collection and management processes for targeted, contextual communications in a multi-channel environment.
• Develop and execute customer segmentation strategies and related messaging.
• Lead the development and management of targeted programs based on fact-based insights to drive consumer engagement, increase visit frequency, maximize conversion, and lift revenue per customer.
• Plan, implement, track, measure, and analyze marketing program performance, communicating results and insights to internal partners and Senior Management.
• Develop marketing and campaign test plans to identify actionable insights for improving segment performance.
• Conduct ongoing campaign performance analysis to improve ROI, inform future test strategies, and enhance program effectiveness.
• Apply best practices in customer segmentation and analytics to support marketing strategy and program development.
• Develop and implement marketing strategies to grow the active customer base, focusing on retaining high-value segments and assimilating new customers.
• Evaluate drivers of loyalty across key customer segments, enhance segmentation strategies, and recommend models to improve operational program metrics.
• Build and maintain productive relationships with business partners to ensure collaborative CRM efforts across the organization.
• Ensure key marketing deliverables are on-time and on-budget by prioritizing projects, allocating resources, and managing expectations.
• Identify and prioritize business needs for guest and program analytics, uniting Marketing Analytics and Financial Planning & Analysis teams to deliver reporting and ad-hoc analysis.
• Report on program success, developing ROI measures and applying analytics to provide user insights and trends.
• Develop the annual operating plan and budget for CRM/Database Marketing, including labor, vendor/agency, and program requirements.
• Oversee the utilization and evolution of the Bally BI & Campaign Management system to ensure optimal performance of direct marketing and CRM programs.
• Ensure the team is equipped with necessary tools and training for developing and implementing direct marketing and CRM programs.
• Provide direct reports with guidance, coaching, and performance evaluations.
• Develop, mentor, and train Seneca Nation members for future senior management positions.
• Oversee departmental administrative matters, consulting HR as appropriate.
• Conduct regular staff meetings (no less than three times per year).
• Ensure effective recruitment, hiring, training, recognition, evaluation, coaching, discipline, and terminations.
• Ensure departmental adherence to company policies, internal controls, Compact, Human Resources, TERO compliance guidelines, and Purchasing.
• Prepare and monitor the annual budget to ensure goal attainment.
• Manage labor and scheduling to ensure adequate coverage while minimizing overtime.
• Liaise with other department/company management to ensure consistency and smooth information flow.
• Maintain a strong industry network for formal and informal information gathering.
• Run the department and design policies/training to deliver exceptional customer service.
• Maintain a professional work environment with supervisors, managers, and staff.
• Stay abreast of industry trends, new technology, and practices related to the role.
• Complete all required SGC training programs within nine months of employment.
• Attend necessary meetings to stay informed, including company and community meetings.
• Oversee a 24/7 operation, requiring up to 60+ hours per week, including 6- or 7-day workweeks, with 24/7 on-call accessibility.
• Perform any other assigned duties.

Requirements

• Must be 18 years of age or older.
• Bachelor’s degree in Marketing, Business, Finance, Mathematics, Analysis, Computer Science, or a related field.
• Ten years of related experience, with five years in database marketing and three years at a supervisory or management level.
• Demonstrated success in positions of increasing scope and responsibility supporting marketing technology needs.
• Experience with CRM systems, enterprise data warehouse, casino/property management systems, business intelligence tools, and quantitative analysis.
• Gaming or hospitality experience required.
• Experience with casino/property management system upgrades or migrations (ACSC highly preferred).
• Project management experience for large-scale system/software projects across multiple organizations, with recent CRM or Casino/Property Management Systems experience.
• Experience developing collaborative relationships and partnerships with business and technology departments to drive results.
• Thorough knowledge of direct marketing and database systems, including database design, implementation, and management.
• Advanced experience in web marketing, direct mail, and telemarketing campaign management.
• Track record of successful campaigns and CRM initiatives.
• Metrics-driven with comfort in analytics and KPIs (e.g., clicks, conversions, sales, revenue, ROI, response rates).
• Experience conducting marketing and business analysis, including customer profiling, segmentation, needs analysis, and market sizing.
• Extensive experience in direct response, internet, email marketing, campaign development, segmentation, analysis, and reporting.
• Well-organized with the ability to manage multiple projects simultaneously while meeting deadlines.
• Proficiency with statistical modeling, data mining, segmentation, and reporting tools, including SQL, SPSS ShowCase, Siebel/Oracle or other CRM/EDW applications, MS Access, and MS Excel (pivot tables and charts).
• Excellent decision-making and problem-solving skills, with experience in fast-paced, multitasking environments.
• Experience in implementation and maintenance of CRM systems and data warehousing preferred.

Skills

• Strong written and oral communication skills.
• Excellent organizational and campaign planning skills.
• Ability to write routine correspondence and speak effectively to the public, employees, and guests.
• Effective interaction with team members and ability to resolve conflicts diplomatically.

Physical Requirements and Work Environment

• Noise level is usually moderately loud; increases to loud on the casino floor.
• Must work in an environment where smoking is permitted.
• Able to stand, walk, and move through all property areas.
• Maintain physical stamina and proper mental attitude to work under pressure in a fast-paced casino environment.
• Effectively deal with customers, management, employees, and business community members in all situations.

Pay

Starting salary: $157,022.12. Compensation is negotiable based on experience and education.