Director, Player Loyalty and Promotions

Responsibilities

• Loyalty Strategy & Program Management
• Set loyalty strategy: Develop and execute the player loyalty strategy, including program design, member acquisition, tier structure, points and rewards, VIP benefits, lifecycle communications, and reactivation.
• Grow program performance: Build, manage, and continuously improve loyalty programs that increase enrollment, active-member engagement, visitation, play frequency, retention, and player lifetime value.
• Establish governance: Set program policies, controls, and service standards that ensure a consistent, compliant, high-quality player experience across locations and channels.
• Technology and vendors: Partner with technology and vendor teams to define business requirements, enhancements, and ensure adoption and data quality.
• Promotions & B2C Demand Generation
• Drive promotions: Develop and execute promotions, player events, and targeted offers that generate qualified consumer leads, convert prospects to loyalty members, and deliver measurable incremental revenue.
• Lead B2C lead generation: Run acquisition strategies across digital, on-property, partnership, and direct-marketing channels, optimizing the funnel from awareness through enrollment, activation, and repeat play.
• Plan offers and testing: Create promotional calendars, offer strategies, and test-and-learn plans that balance player value, revenue growth, brand experience, and ROI.
• Deliver campaign assets: Partner with Creative, Digital, and Operations to deliver accurate, timely consumer-facing messaging, offers, and point-of-sale materials.

Requirements

• Bachelor’s degree in marketing, business or a related field is required
• Minimum 8 years’ progressive experience in loyalty, CRM, customer lifecycle marketing, promotions, player development, B2C demand generation, or a related function
• Minimum 3 years’ experience leading and developing teams
• Experience building and managing loyalty programs is required
• Experience with CRM, loyalty platforms, marketing automation, customer data, and reporting or business intelligence tools
• Casino and retail loyalty program experience is preferred
• Experience in gaming, hospitality, entertainment, travel, or another consumer loyalty environment is strongly preferred
• 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

Benefits

• Voluntary full-time employment benefits include medical, dental, and vision; life, AD&D, critical illness, and hospital insurance; short and long-term disability; identity/legal protection; as well as access to FSA and HSA accounts. Full and part-time employees are eligible to contribute to traditional and/or Roth 401(k) plans. Our Employee Assistance Program (EAP) offers counseling for a multitude of topics including (but not limited to) mental health, finances, adult care, disability, and grief.