Senior Director, Marketing

Churchill Downs Incorporated•Owensboro, KY

About The Position

The Senior Director of Marketing is responsible for providing strategic leadership and direction for all marketing functions supporting Owensboro Racing & Gaming and Ellis Park Racing & Gaming, based out of Owensboro, Kentucky. This role oversees Advertising, Brand Strategy, Direct Marketing, Players Club, Promotions, Entertainment, Sales, Player Development, and Community Engagement to drive revenue growth, enhance the guest experience, and elevate the visibility of live racing, gaming, and entertainment offerings across both properties. In addition to traditional gaming marketing responsibilities, this role plays a critical leadership role in advancing the visibility, profitability, and community impact of live racing, sponsorships, and entertainment across Owensboro Racing & Gaming and Ellis Park Racing & Gaming. The Senior Director of Marketing is accountable for developing and executing comprehensive marketing strategies that drive attendance, wagering, and guest engagement for live race meets. This role partners closely with Racing Operations and Corporate Marketing to ensure racing initiatives are fully integrated into property-wide marketing calendars and brand strategies.

Requirements

Build and maintain effective working relationships with internal and external stakeholders.
Demonstrate strong leadership and decision-making abilities.
Excellent interpersonal, oral, and written communication skills with the ability to communicate to all levels across the organization.
Ability to manage multiple tasks concurrently in a changing environment.
Must possess highly developed analytical skills and the ability to think creatively about ways to analyze operations.
Assume full accountability for marketing performance, outcomes, and team effectiveness.
Available to work when needed, including weekends, holidays, and nights.
Bachelor's degree in Marketing or a similar discipline.
7+ years of progressive experience in the casino/gaming industry, including 3+ years leading teams in Marketing or Player Development.
Must be able to obtain and maintain a valid gaming license as required by the Kentucky Horse Racing & Gaming Commission.

Nice To Haves

Experience managing multiple business units or locations in a shared services environment is a plus.

Responsibilities

Develop and implement the annual overall marketing plan, budgets, goals, and strategies that are in line with the overall business goals as determined by the Vice President and General Manager and Corporate Marketing. The annual business plans for Marketing will identify revenue potential and describe the programs and services that will achieve the planned revenue levels.
Build and implement the property's Branding, Advertising, Promotional, Players Club, Player Development, Entertainment, Sales, and Public Relations strategies that effectively meet the property’s operational needs.
Manage Marketing guest service initiatives of Player Development, Players Club, Promotions, and Special Events team members.
Implement, maintain, and measure Hosts’ guest development, retention, and reactivation efforts.
Oversee the development and implementation of all promotions and events, including drawings, giveaways, special events, and more.
Oversee the coordination and booking of any property entertainment.
Analyze pro- and post-forma financial results of marketing programs and effectively manage marketing expenses to budget. Examine expense and revenue reports for areas of responsibility and recommend actions.
Work directly with Corporate Marketing to review broad scope strategies and performance levels.
Work with corporate marketing and the external agency to plan and execute all direct mail programs, including the analysis of such programs.
Work with corporate marketing and the external agency to plan the strategy for and execute all social media platforms.
Identify, secure, and grow corporate sponsorships and strategic partnerships that support racing, gaming, entertainment, and community initiatives.
Build strong relationships with local businesses, tourism agencies, chambers of commerce, civic organizations, and regional partners.
Position Owensboro Racing & Gaming and Ellis Park as active community partners through events, sponsorships, and outreach initiatives.
Support sponsorship fulfillment, brand activations, and ROI measurement.
Lead marketing strategy and execution for live Thoroughbred race meets at Ellis Park, including seasonal race meet branding and advertising, attendance growth initiatives, racing promotions, special events, and sponsorship activations.
Collaborate with Racing Operations to align marketing efforts with race calendars, special stakes days, and other racing related events.
Develop and execute marketing strategies to promote event space rental for private events.
Develop good working relationships with all property leaders as well as marketing leaders at other Churchill Downs Incorporated properties and Corporate Marketing.
Maintain a strong service culture with high team member and guest satisfaction levels. Allocate resources to areas that create value for our guests and for the company.
Serve as a leader for team members while fostering teamwork, positive morale, motivation, and open communication.
Motivate and develop team members through mentoring, coaching, and providing performance feedback.
Adhere to regulatory, departmental, and company policies in an ethical manner and endorse business objectives, ethics, and values of the company and property.
Other duties as assigned