at Yavapai & Bucky's Casino/ Yavapai Gaming Agency in Prescott, Arizona, United States
Job Description
The Database Marketing Manager oversees the implementation and ongoing management of the property’s database, email and direct mail strategy. The position will assist the Director of Marketing by analyzing data collected from the Player Tracking System (PTS), Casino Management System, Food and Beverage (F&B) Point of Sale, focus groups and other means. The objectives of the position is to use player data to assist in developing profitable advertising, promotions, direct mail, email, Short Message Service (SMS) and social/online campaigns. In addition, this position will oversee setup of the PTS to maximize return from hotel, F&B, and other player loyalty comps and offers. Additionally, the Database Marketing Manager will continually examine marketplace trends, the economy, the leisure industry and local competitors to provide recommendations based on data driven metrics for budget development, capital projects, program implementation and financial reinvestment of high valued guests.
This position will adhere with the American Gaming Association (AGA) Voluntary Guidelines for Casino Marketing and Advertising.
Will become familiar with the Tribal Gaming Code, Tribal/State Gaming Compact, National Indian Gaming Commission (NIGC) Regulations, Indian Gaming Regulatory Act (IGRA), the Bank Secrecy Act (BSA) Title 31, and the Yavapai Gaming Commission (YGC) Departmental Internal Controls and Job Instructions.
WORK PERFORMED:
The below duties and responsibilities are not an all-inclusive list, but rather a general representation of the duties and responsibilities associated with this position;
•Will execute programs to increase revenue and cost efficiencies as indicated by measured analytical data and meet specific goals as set forth in the Annual Marketing Plan;
•Will organize direct Marketing campaigns to include direct mail, email, telephone, SMS or other direct strategies;
•Will analyze direct Marketing campaigns to determine effectiveness including redemption rates, revenue generation, and profitability;
•Will make recommendations to change or modify strategy with supporting financial justification in cooperation with the Director of Marketing, implements, manages, and constantly evolves the database Marketing strategy, including segmentation, list management, email, direct mailings, and offers;
•Will drive continuous, profitable growth from targeted database segments;
•Will assist in the development of cost-effective prospecting and reactivation programs;
•Will coordinate with outside agencies including printers and mail houses;
•Will closely monitor the competition and industry trends;
•Will understand and adhere to all Yavapai Gaming Agency (YGA) and Marketing Department Standards, Policies, and Procedures;
•Will increase the market share and visitations of targeted guests, drive new target guest acquisition, group business, and overall gaming revenue;
•Will provide friendly, excellent service to every internal and external customer;
- Will write SQL queries;
- Will have experience in creating and working with Marketing offer matrices and coupon libraries;
- Will create analysis and review data to ensure the marketing strategy and business plan is being followed according to set guidelines and expectations;
- Will analyze Player tracking data and run weekly analytical reports;
- Will track and analyze direct marketing programs and prepare proformas and post analysis for all promotions, and player recognition events;
- Will extract data and lists for marketing and promotional offers;
- Will report and analyze redemptions, membership enrollments, tracked play, ADT, time played, action, and any other information requested;
- Will assist with developing, implementing, executing, analyzing, and managing strategies for direct marketing campaigns and the reinvestment strategy associated with them;
- Will assist with creating and managing direct mail collateral and scheduling;
- Will provide and present analysis of various target market and demographic areas to all levels in the organization;
- Will assist other departments with Marketing data reports;
- Will present facts and recommendations in oral and written form;
- Will prepare written reports and correspondence as required;
- Will utilize all other Microsoft Office products and intermediate (import/export data, create templates) skill level. Exercise sound judgment and solicit assistance for decisions in a manner consistent with the essential job duties and responsibilities;
