Executive Director of CRM & Data Strategy

Seneca Gaming Corporation•Niagara Falls, NY

3d•Onsite

About The Position

Leading the Database Marketing, Direct Marketing and Marketing Analytics division, the Executive Director of CRM & Data Strategy will play a key role for the Seneca Gaming Corporation, being responsible for delivering a comprehensive roadmap of customer relationship focused initiatives and as Marketing Project Leader for all corporate-wide CRM/EDW/Business Intelligence/Casino Management/Universal Card/IT system upgrades and implementations. As well, in this critical role, this position will enhance the growth of profitable revenues through identifying and cultivating higher-worth segments of our casino player database, lead market expansion efforts, implement appropriate database enhancements, develop direct marketing programs, and implement results-driven database marketing strategies. Position collaborates with business unit leaders to develop strategy for targeted marketing campaigns, is responsible for customer data management, customer segmentation & modeling, reporting & analytics, executing and evaluating effectiveness of all direct marketing campaigns. The ideal candidate should have a passion for marketing & technology, driven by the desire to learn, and be able to work within a team or with a vendor to provide a solution or solve a problem. All duties are to be performed within the guidelines of the Seneca Gaming Corporation’s policies and procedures, Internal Control Standards and objectives.

Requirements

Must be 18 years of age or older upon employment.
Bachelor’s degree in Marketing, Business, Finance, Mathematics, Analysis, Computer Science or related field required.
Ten (10) years of related experience with five (5) years of database marketing experience and three years at a supervisory or management level is required.
Experience and demonstrated success in positions of increasing scope and responsibility supporting the marketing technology needs of a diverse organization.
Experience with CRM systems, enterprise data warehouse, casino/property management systems, business intelligence tools and quantitative analysis a must-have.
Gaming, or hospitality experience is required.
Experience with casino/property management system upgrades or migrations are an asset; ACSC is highly preferred.
Experience in project managing large scale system/software projects across multiple organizations with recent and relevant large scale CRM software and/or Casino/Property Management Systems project experience.
Experience developing collaborative relationships and partnerships with the business and technology departments that drive business results.
Thorough knowledge of direct marketing and database systems relationships; strong technical understanding of database systems and database design, implementation and management.
Advanced experience in web marketing, direct mail, and telemarketing campaign management. A track record of successful campaigns and CRM.
Must be metrics driven and comfortable with analytics and KPIs (key performance indicators) such as clicks, conversions, sales, revenue, ROI, response rates and much more.
Must have experience conducting marketing and business analysis including customer profiling and segmentation, needs analysis, market sizing and other types of quantitative and qualitative strategic business analysis.
Must have extensive experience in direct response, internet and e-mail marketing, campaign development, segmentation, analysis and reporting.
Must be well organized and have the ability to perform multiple projects simultaneously with consistent attention to detail and meet deadlines.
Experience with techniques and tools relevant to statistical modeling and marketing analysis, data mining, segmentation and reporting including high level of proficiency with relational databases and querying software: SQL, SPSS ShowCase, Siebel/Oracle or other CRM/EDW Applications, MS Access, MS Excel including pivot tables and charts.
Must have excellent decision making and problem solving skills, plus the ability to work in a fast paced, multitasking, marketing environment along with experience in implementation and maintenance of CRM system and data warehousing preferred.
Ability to communicate effectively both written and orally.
Must have strong organizational skills, i.e. planning and control of campaigns.
Ability to write routine correspondence and to speak effectively to the public, employees and guests.
Ability to deal effectively and interact well with department team members.
Ability to resolve problems/conflicts in a diplomatic and tactful manner.
Must be able to stand, walk, and move through all areas of the property.
Maintain physical stamina and proper mental attitude to work under pressure in a fast-paced, casino environment and effectively deal with customers, management, employees, and members of the business community in all situations.

Nice To Haves

Experience with casino/property management system upgrades or migrations are an asset; ACSC is highly preferred.
Experience in implementation and maintenance of CRM system and data warehousing preferred.

Responsibilities

Serve as the organization's customer engagement subject matter expert providing strategic direction and recommendations that evolve the company's CRM strategy
Deliver all facets of the CRM, Business Intelligence and Enterprise Data Warehouse roadmap and associated programs/projects including project management, functional/technical design, software development and deployment.
Partner with IT on the strategy, vendor selection and support of any design and requirements definition for marketing technology enhancements.
Be a champion for driving a customer-centric view of marketing and operations. Work across a complex organization to align technology solutions, processes, and programs to enable a holistic view of SGC’s customers.
Extensive coordination with Technology, Customer Service, Operations Management and Marketing managers on campaign calendars, campaign strategy and execution.
Define data collection and management processes to facilitate targeted, contextual communications in a multi-channel environment.
Define and execute our customer segmentation strategy and related messaging.
Lead the development and management of targeted programs based on fact-based insights that drive consumer engagement, increase frequency of visits, maximize conversion, and lift revenue per customer. Plan, implement, track, measure and analyze performance of marketing programs and communicate results and insights to internal partners and Senior Management.
Develop marketing and campaign test plans to identify actionable insights that can be leveraged to improve segment performance.
Conduct ongoing campaign performance analysis to improve ROI, inform future test strategies and improve overall program effectiveness.
Proven experience in producing all of the above functions and responsibilities in a multi-property environment.
Apply best practices in the area of customer segmentation and analytics in support of marketing strategy and program development and execution.
Develop and implement marketing strategies that grow the size and equity of the active customer base with focused efforts on retaining the best customer segment and assimilation of new customers.
Evaluate drivers of loyalty across SGC’s key customer segments, enhance existing segmentation strategies and recommend models to improve operational program metrics.
Build and maintain productive and trusting relationships with business partners to ensure CRM is working collaboratively across the organization.
Ensure key marketing deliverables are on-time and on-budget by effectively prioritizing projects, allocating resources, making timely decisions and managing expectations.
Identify and prioritize business needs for guest and program analytics and unite the Marketing Analytics and Financial Planning & Analysis team to deliver reporting and ad-hoc analysis to drive CRM decisions.
Report on success of the programs to the businesses, developing ROI measures and applying analytics to provide user insights and trends to the organization.
Develop the annual operating plan/budget for CRM/Database Marketing including labor, vendor/agency and program requirements.
Responsible for the utilization and evolution of the Bally BI & Campaign Management system to insure optimal performance of the company’s direct marketing & CRM programs.
Insure the team is adequately equipped with the necessary tools and training to perform the tasks associated with developing and implementing direct marketing & CRM programs.
Provide direct reports with guidance, coaching for professional development and performance evaluations.
Develops, mentors and trains enrolled Seneca Nation members for future senior management positions within the company.
Oversees departmental administrative matters and ensures HR is consulted as appropriate. Meets with staff on a regular basis and with entire department no less than 3 times per year.
Ensures effective recruitment, hiring, training, recognition, evaluation, coaching and discipline, terminations and other personnel related issues.
Responsible for ensuring the department adheres to all company policies and internal controls, including but not limited to Compact, Human Resources, TERO compliance guidelines and Purchasing.
Prepares the annual budget and monitors to ensure attainment of goals. Manages labor and scheduling to ensure adequate coverage at all times while minimizing overtime.
Liaise with other department/company management to ensure consistency and smooth flow of information, policies and procedures.
Maintains a strong network of contacts throughout the industry to facilitate both formal and informal gathering of information.
Runs the department and design policies and training that result in exceptional customer service to all patrons. Maintains a professional work environment with supervisors, managers and staff.
Keeps abreast of industry trends, new technology and practices as they relate to his/her area(s) of responsibility.
Must complete all required SGC Training programs within nine (9) months from commencement of employment.
Attends all necessary meetings to stay informed; including company and community meetings.
Oversees an operation that is 24/7 and requires hours that can extend up to 60 hours per week or more, and be inclusive of work weeks that consist of 6 or 7 days. This individual is on-call and requires accessibility 24/7.
Perform any other duties as assigned.