Director, Player Loyalty and Promotions

Accel Entertainment•Las Vegas, IL

About The Position

Accel Entertainment is hiring a Director, Player Loyalty and Promotions to lead player loyalty strategy, promotions, B2C demand generation, sales enablement, analytics, and team development. The role is responsible for creating and improving loyalty programs and promotional campaigns that grow enrollment and engagement, increase visitation and retention, and generate measurable revenue while maintaining program profitability and a strong player experience. The Director will oversee loyalty and promotions budgets and player reinvestment strategy, use data to guide segmentation and personalized offers, and establish performance dashboards and reviews. The position works closely with internal teams and external partners, including Revenue Operations, Finance, Technology, Operations, Legal, and Compliance. Loyalty, promotional, and player-marketing activities must comply with gaming regulations, privacy requirements, internal controls, and responsible-gaming standards. Gaming licenses or approvals may be required. The work is in a typical office environment, and travel may be required.

Requirements

Bachelor’s degree in marketing, business, or a related field.
Minimum 8 years of progressive experience in loyalty, CRM, customer lifecycle marketing, promotions, player development, B2C demand generation, or a related function.
Minimum 3 years of experience leading and developing teams.
Experience building and managing loyalty programs.
Experience with CRM, loyalty platforms, marketing automation, customer data, and reporting or business intelligence tools.
Strong understanding of B2C acquisition, lead generation, conversion funnels, customer segmentation, personalized marketing, and retention strategies.
Proven ability to use data and analytics to measure campaign effectiveness, optimize offers, and improve customer lifetime value and promotional ROI.
Excellent strategic thinking, project management, communication, vendor-management, and cross-functional leadership skills.
Must be able to obtain and maintain gaming licenses or approvals required by applicable regulations.

Nice To Haves

Casino and retail loyalty program experience.
Experience in gaming, hospitality, entertainment, travel, or another consumer loyalty environment.
Knowledge of gaming regulations, promotional compliance, responsible gaming, and customer-data privacy requirements.

Responsibilities

Develop and execute the player loyalty strategy, including program design, member acquisition, tiers, points and rewards, VIP benefits, lifecycle communications, and reactivation.
Build, manage, and improve loyalty programs to increase enrollment, active-member engagement, visitation, play frequency, retention, and player lifetime value.
Establish program policies, controls, and service standards for a consistent, compliant player experience across locations and channels.
Partner with technology and vendors to define business requirements, enhancements, adoption, and data-quality needs.
Develop and execute promotions, player events, and targeted offers to generate qualified consumer leads, convert prospects to loyalty members, and deliver measurable incremental revenue.
Lead B2C acquisition strategies across digital, on-property, partnership, and direct-marketing channels, optimizing the funnel from awareness through enrollment, activation, and repeat play.
Create promotional calendars, offer strategies, and test-and-learn plans that balance player value, revenue growth, brand experience, and ROI.
Partner with Creative, Digital, and Operations to deliver accurate, timely consumer-facing messaging, offers, and point-of-sale materials.
Provide customer-facing teams with tools, training, playbooks, and campaign materials to communicate loyalty benefits, promotions, and player value propositions.
Define and improve player segments and journeys across enrollment, welcome, activation, on-property experience, rewards redemption, and retention touchpoints.
Partner with sales and operations leaders to ensure promotions and loyalty benefits are executable and support a strong guest experience.
Establish dashboards and performance reviews for enrollment, active members, lead conversion, campaign response, retention, reactivation, customer lifetime value, incremental revenue, and promotional ROI.
Use player, customer, location, and campaign data to build segments, personalized offers, and insights that improve targeting and program profitability.
Own loyalty and promotions budgets, evaluate campaign economics, and recommend investment priorities based on measurable results.
Own player reinvestment strategy, balancing player value with program profitability across offers, rewards, and promotions.
Lead, coach, and develop the loyalty and promotions team and external partners as applicable.
Collaborate with Revenue Operations, Finance, Technology, Operations, Legal, and Compliance to align programs with company priorities.
Ensure loyalty, promotional, and player-marketing activities meet gaming regulations, privacy requirements, internal controls, and responsible-gaming standards.
Perform other duties as assigned.

Benefits

Medical insurance
Dental insurance
Vision insurance
Life insurance
AD&D insurance
Critical illness insurance
Hospital insurance
Short- and long-term disability insurance
Identity and legal protection
FSA and HSA accounts
Traditional and/or Roth 401(k) plans
Employee Assistance Program (EAP) offering counseling on topics including mental health, finances, adult care, disability, and grief