Director of Marketing
Mystic Lake Casino Hotel
This is a Full-time position in Prior Lake, MN posted April 12, 2021.
Job Summary:
Reporting to the Vice President of Marketing, the Director of Marketing is responsible for the creation and execution of programming intended to drive increased trips and revenue from both carded and un-carded guests. Works closely with the various Marketing department leaders to ensure that a comprehensive strategy is created and executed, focusing on revenue generation and overall reinvestment levels in alignment with the budgets across all segments of our player database. Partners with the Vice President of Marketing, Database Marketing Director, Marketing Division, Little Six Casino, and operational leaders in the creation, implementation, and execution of programming, including but not limited to, entertainment, events, promotions, offsite events, and hospitality initiatives, focused on enhancing visitation and loyalty from all types of guests. Accountable for recommending, analyzing and implementing programs through promotions and the Club benefit matrix which secures profitable repeat visitation and/or attracting new club members. Oversees the strategy, design, implementation, maintenance and expansion of Club promotions and events. Works diligently to promote the core brand values of Mystic Lake Casino and Little Six Casino in all facets of programming.
Budget/Asset Responsibilities:
Responsible for annual Entertainment, Events and Promotions budgets, including the various segment revenue goals and supporting expenses to drive profitable growth in operating income. Responsible for adjustments throughout the year including forecasting and variance reporting. Approves payroll and other financial requisitions, purchase orders, and other capital expenditures.
Primary Duties:
Develop Strategy
- Work directly with the Vice President of Marketing and other Marketing Directors to lead activities in accordance with the strategic roadmap of the enterprise
- Drives the development of property calendar builds for promotions, entertainment and event initiatives through coordination with internal teams
- Ensure reinvestment matrices produce the most profitable outcome for entertainment, events and promotion initiatives
- Formulates new promotional concepts, ideas, services, and gaming options based on data findings. Presents key results to upper management through data summarization briefings.
- Manages the relationship with external agencies or artists to ensure that key strategic initiatives related to Entertainment are met while maximizing revenue and driving brand awareness
- Collaborate with other Marketing teams and Operations to develop fun, exciting, and entertaining on- and off- property programming to drive guest visitation and spend.
- Coordinates with the Brand Advertising team to develop messaging to drive incremental attendance to the property
- Works closely with the Director of Guest Loyalty and Experience and Director of Database Marketing to ensure that programs are executed in such a way to drive increased visitation and spend by our VIP players
- Directs, develops and modifies Club programs to maximize membership.
- Continuously monitor and improve the effectiveness and impact from our marketing programs.
Drive Revenue and Manage Expenses
- Responsible for building the annual budget for Entertainment, Events, Promotions and Club M; managing expenses; and reporting on variances
- Manage multiple marketing budgets to drive revenue and market share growth, with shared accountability (with Operations teams) for property revenue and profit results.
- Ensures that Operating Departments, both Gaming and Non-Gaming, are receiving enough Marketing support to drive increased revenue
- Maintaining an accurate and timely accounting of all current and future marketing expenses for financial reporting
- Plan, analyze, evaluate, and report on all Marketing programs and staff. Directly responsible for revenue and profit targets, including the detailed analysis and reporting of revenue (gaming and non-gaming) and associated cost.
- Works with the Business Intelligence team to identify necessary analysis and definition of the market for growth and development and complete cost/benefit analysis on proposed and ongoing marketing programs.
Lead the Team
- Lead the on-site marketing teams to ensure flawless execution of marketing strategies including the identification of ways to increase efficiencies or improve customer service
- Interviews, selects, hires and promotes team members. This includes training, development, performance management, disciplinary actions, and terminations.
- Provides leadership, coaching and growth opportunities for Leaders and Team Members. Continuously builds and environment of engagement, trust, inclusion, open communication, creative and diverse thinking, problem solving, and a collaborative team effort.
- Provide leaderships that is in alignment with SMSC GE purpose, visions, and values. Lead by setting an example where actions and behavior are consistent with value and communication.
- Assure that the team members have the necessary support, information and training to effectively contribute to the team. Focus the team on expectations to support objectives and stakeholders of the SMSC and SMSC GE.
Compliance
- Oversee guest complimentary procedures in accordance with company policy and profitability standards.
- Lead an organization with methods and actions that are ethical and in full compliance with all applicable laws, regulations, and Company policies.
- Identify compliance risks and take actions necessary to eliminate or minimize risks.
