Database Marketing Manager

POSITION DESCRIPTION

TITLE:

LAST UPDATED:

January 30, 2024

DIVISION:

Marketing

DEPARTMENT:

Marketing

REPORTS TO:

Marketing Director

FLSA STATUS:

Exempt

COMP LEVEL:

15

Summary:  Responsible for the planning and execution of all Database Marketing projects including establishing Key Performance Indicators (KPIs) and maintaining a department budget, direct mail setup, creation, and oversight, use data-driven models to help shape future promotional decisions, working within the database to support marketing initiatives and responsible for the setup of electronic events and promotions. This position will also identify and evaluate new data-driven business opportunities and provide revenue-generation suggestions and guidance. This position will collaborate extensively with the marketing team.

Essential Job Functions:

• Maintains, develops, and analyzes various databases used by the Marketing department.
• Collaboratively work to establish short and long-range goals for Database Marketing.
• Monitor relevant data including gaming activities, costs, forecasts, and analysis data to evaluate objectives, effectiveness, and ROI of marketing programs. Continually adjust throughout the lifecycle of the program to meet key performance metrics and reinvestment goals.
• Responsible for the development of budget and forecasts for all direct mail efforts (including production cost and any and all redeemables from said direct mail; hotel offers, food coupons, free play, etc). Research and prepare monthly variance reports for presentation to executive management.
• Create reports to develop strategic plans for targeting market segments by demographic characteristics, visitation patterns, and spend.
• Provide analysis of previous programs to develop, plan, manage, and measure targeted marketing offers/programs using customer information and direct marketing vehicles to drive incremental trips and revenue at the lowest cost/reinvestment.
• Responsible for maintaining marketing program post formas and ensuring that the Database Marketing department stays within budget while maximizing profits.
• Responsible for evaluation and reporting on the reinvestment matrix including Tier benefit design and reinvestments, point/comp earnings and delivery, discounts, and any other reinvestment mechanism to ensure maximum ROI
• Oversee all direct mail processes with the responsibility to determine and execute delivery schedules and timelines for all database events, information, and delivery dates.
• Work closely with the Marketing department on the creation of direct mail and ensure that all information supports the brand message and is correctly conveyed in the chosen communication vehicle.
• Create complex queries to select appropriate individuals for inclusion/exclusion of direct marketing campaigns; create control/test groups within select campaigns; responsible for verifying accuracy and criteria of lists, including proofing and data checks on all direct mail to ensure the correct offers are being sent to the right group of players.
• Responsible for the creation of groups, coupons, and delivery of free play, point multipliers, and various other electronic promotions in the casino tracking system. Must be able to correctly load offers on time and accurately.
• Creates customized/ad hoc reports as requested.
• Works with other departments to assist in marketing support for upcoming programs including but not limited to Table Games, Slots, Hotel, and Food & Beverage.
• Database housekeeping including the maintenance of the database hygiene. (Including but not limited to bi-annual NCOA, address corrections, de-duping, and changes to customer profiles.)
• Contract with and coordinate activities of off-site agencies, list brokers, and vendors.
• Other duties as assigned.

Spirit Mountain Standards:

• Delivers Spirit Mountain's Spirit of Excellence by consistently modeling attitudes and behaviors in alignment with SMGI's Pride Values, Brand Promise, and Business Vision.  
• Learns comprehends and complies with all Company and departmental policies and procedures, MICS, gaming regulations, and Title 31 Regulation requirements.
• Follows all Corporate and departmental safety policies and procedures. 

Required Knowledge of:

• Research techniques, and principles of numerical analysis.
• General marketing strategies and best practices.
• Practices and processes of the Gaming industry.
• Computer hardware and software applications, including database programs.

Required Skill in:

• Must have the ability to independently handle projects from inception to completion including defining, gathering, and analyzing data, drawing conclusions, and written and/or verbal communication of results using analytical knowledge and techniques with an understanding of business practices.
• Advanced knowledge of relational database query tools.
• Time management, accuracy, prioritizing, and multi-tasking.
• Maintaining confidentiality of work-related information and materials.
• Establishing and maintaining effective working relationships with others.

Education, Experience, Licenses, Registrations, and Certifications:

• Bachelor's Degree in marketing, or a related field, and five (5) years of database analyst work experience, or equivalent combination of education, training, and experience.
• High-security gaming license issued by the Grand Ronde Gaming Commission. 
• Must have experience working in a gaming environment; preferably in Tribal, Class III gaming.
• Must be 21 years of age. 
• Due to the nature of the interactions with other employees and the public we serve, employees may be required to provide documentation of or receive certain health vaccinations.

Environmental Factors and Conditions/Physical Requirements:

• Work is performed in an office environment.  
• Work is subject to standing, walking, sitting, bending, reaching, kneeling, and lifting up to 10 pounds.

Equipment and Tools Utilized:

• Equipment utilized includes personal computers, standard office equipment, telephone and audio/video equipment, two-way radio, and department vehicles.

The above statements are intended to describe the major duties and responsibilities performed by this position and the employee acknowledges receipt of the job description.