VP, Database Marketing

Responsibilities

• Develop and execute the enterprise database marketing, CRM, loyalty, and reinvestment strategy to support gaming and non-gaming revenue growth, profitability, and guest retention.
• Lead the strategic direction and performance of the Unity Loyalty Program, driving enrollment, engagement, tier progression, loyalty utilization, and customer lifetime value.
• Oversee customer segmentation, reinvestment models, offer strategy, lifecycle marketing, and campaign planning to deliver personalized guest experiences and measurable business results.
• Direct CRM marketing across direct mail, email, digital, mobile, loyalty communications, and targeted promotions to increase visitation, frequency, and revenue.
• Lead the development and execution of gaming and non-gaming special events, ensuring alignment with business objectives, guest experience standards, and ROI expectations.
• Utilize analytics, forecasting, customer insights, and performance measurement to optimize marketing effectiveness, guest engagement, and profitability.
• Establish reporting frameworks and executive dashboards to monitor key performance indicators, including revenue contribution, reinvestment, campaign performance, database growth, loyalty metrics, and EBITDA impact.
• Collaborate with property and corporate leaders to align customer strategies, marketing initiatives, and loyalty programs with organizational priorities.
• Ensure the integrity, governance, and strategic utilization of customer data across gaming, hospitality, loyalty, and marketing platforms.
• Evaluate emerging technologies, CRM capabilities, analytics tools, and automation opportunities to improve personalization, operational efficiency, and customer engagement.

Requirements

• Bachelor degree in Marketing, Business Administration, Analytics, Finance, or a related field required; Masters degree preferred.
• Minimum ten (10) years of progressive leadership experience in casino database marketing, CRM, loyalty, analytics, or customer engagement within a gaming, hospitality, entertainment, or integrated resort environment.
• Demonstrated success developing and executing customer lifecycle, loyalty, CRM, and reinvestment strategies that drive measurable revenue growth and profitability.
• Strong expertise in customer segmentation, database marketing, loyalty program management, CRM platforms, offer optimization, and customer analytics.
• Proven ability to evaluate campaign performance, customer value, reinvestment effectiveness, and business outcomes through data-driven decision making.
• Experience leading large-scale promotions, special events, loyalty initiatives, and cross-functional marketing programs.
• Property opening, enterprise transformation, or major system implementation experience strongly preferred.
• Strong business acumen, financial discipline, analytical capabilities, and executive presence.
• Proven success building and leading high-performing teams in a fast-paced, highly regulated environment.
• Exceptional communication, relationship-building, and stakeholder management skills.