Director of Database Marketing

The Director oversees database marketing, targeted customer communications, and business analytics for a casino resort. This leader develops strategies that increase guest engagement, repeat visits, retention, revenue, and profitability while managing the team responsible for database and direct marketing operations.

A major responsibility is managing campaigns from concept through delivery across mail, email, digital platforms, kiosks, and other guest communication channels. The Director coordinates targeting, offers, creative development, data preparation, approvals, production, and distribution, ensuring each component is accurate and completed on schedule.

Working closely with property leadership and departments throughout the resort, this position turns customer and operating data into practical recommendations that strengthen marketing performance, player development, and revenue across gaming and nongaming businesses.

• Set the strategy for direct marketing programs and oversee execution across all customer communication channels.
• Manage an integrated campaign calendar covering offers, promotions, events, and guest communications.
• Establish schedules, milestones, responsibilities, and approval requirements for campaign delivery.
• Coordinate Database Marketing, Creative, Marketing, Operations, Player Development, vendors, and other campaign contributors.
• Track progress across offer development, audience selection, creative, data preparation, proofing, production, and deployment.
• Anticipate delays and resolve gaps or dependencies with the departments responsible.
• Communicate campaign priorities, project status, deadlines, and changes to relevant stakeholders.
• Review and approve campaign plans, customer segments, offers, creative materials, data specifications, proofs, and distribution plans.
• Confirm that final communications match approved targeting, offers, brand guidelines, and applicable regulatory requirements.
• Oversee campaign data collection, production coordination, internal and external communications, delivery, and reporting.
• Establish processes that strengthen accuracy, accountability, and timely completion.
• Align promotional and event communications with the broader marketing calendar.
• Assess campaign results and recommend improvements to response rates, guest engagement, revenue, and profitability.

• Develop and manage the resort’s database marketing and analytics strategy.
• Use gaming activity, customer behavior, lifecycle information, segmentation, and propensity modeling to create individualized marketing approaches.
• Oversee customer insights, analytical reporting, campaign measurement, and performance reporting.
• Identify opportunities to acquire customers, retain active guests, reactivate inactive players, and increase visit frequency and profitability.
• Define campaign performance measures and use testing, including A/B testing, to improve results.
• Build marketing plans and calendars using customer trends, indexing, historical results, and business priorities.
• Analyze customer and revenue information across Gaming, Hotel, Entertainment, Food & Beverage, and other business areas.
• Present complex findings as clear recommendations for senior leadership and Marketing.

• Work with Player Development leadership to improve customer retention, visitation, value, and profitability.
• Supply customer lists, audience segments, and performance insights that support host outreach and relationship management.
• Support prospecting, new business development, retention programs, and inactive-player reactivation.
• Evaluate customer performance, host goals, prospecting opportunities, and the accuracy of player coding.

• Provide analytical support to gaming and nongaming departments.
• Use hotel booking pace, occupancy, average daily rate, revenue, and demand information to identify opportunities for improved performance.
• Measure how database marketing and targeted offers affect revenue across the resort.
• Identify opportunities to increase total guest value and overall property profitability.
• Analyze entertainment and special events through attendance, customer demand, revenue, and marketing results.

• Manage departmental budgets, forecasts, profit-and-loss performance, and direct marketing expenditures.
• Evaluate…