Vice President Marketing

About the Role The Vice President of Marketing is a senior revenue-generating leadership role responsible for the strategy, execution, and optimization of the company’s direct marketing programs. This position owns the full direct mail and database marketing function, from player segmentation and offer architecture through campaign production, performance analytics, and team leadership. This is not a brand or event planning role. The programs this leader builds and manages directly and measurably drive casino revenue. The ideal candidate is an analytically rigorous marketing operator with deep casino direct marketing experience, strong reinvestment economics fluency, and the ability to lead a high-performing team within a tribal gaming enterprise. Responsibilities • Direct Mail & Database Marketing • Own the direct mail strategy, annual calendar, and full-cycle campaign execution from data pull to in-home delivery • Build and maintain player segmentation frameworks using ADT, RFM, lifecycle stage, game preference, and value band modeling • Design and manage offer reinvestment models including free play tiers, F&B comps, hotel programs, giftoffers, and event invitations calibrated to player theoretical value • Lead A/B/C testing programs with statistically valid control groups, clean hold-out cells, and documented incremental lift measurement • Manage print and data vendor relationships including negotiation of production and postage costs, QC oversight, and in-home date accountability • Omnichannel Campaign Management • Orchestrate integrated campaigns across direct mail, email, SMS, paid digital, and on-property activation channels • Manage cross-channel campaign calendars to ensure channel sequencing, consistent messaging, and offer integrity across touchpoints • Ensure all digital outreach components comply with CAN-SPAM, TCPA, and applicable CCPA data practices • Loyalty, CRM & Technology • Oversee Players Club integration with direct mail strategy including tier management, reactivation sequencing, and win-back programs • Maintain working fluency with casino management systems (Konami Synkros, IGT Advantage, Everi, Aristocrat Oasis, or equivalent) • Lead or participate in CRM platform evaluations, implementations, and data integration projects • Budget & Performance Management • Own the direct mail and reinvestment P&L, typically $2M–$10M+ annually, with full accountability for cost-per-visit, cost-per-response, and ROI reporting • Build reinvestment models that align spend to player value bands and defend budget allocations to CMO, GM, and tribal leadership • Present campaign performance results and test-and-learn findings to senior leadership in clear business terms • Compliance & Responsible Gambling • Ensure all mail programs incorporate mandatory self-exclusion suppression, opt-out compliance, and required responsible gambling disclosures • Maintain current knowledge of California Tribal-State Gaming Compact marketing provisions and Tribal Gaming Agency requirements • Build and maintain documentation trails that support regulatory audits and compliance reviews • Team & Cross-Functional Leadership • Lead a direct marketing team of 3–10 professionals across data, creative, production, and analytics functions • Develop team capability, manage vendor performance, and grow junior marketers into capable practitioners • Collaborate cross-functionally with Player Development, Floor Operations, F&B, Hotel, and Finance to align marketing programs with property execution capacity • Support tribal employment preference policies in hiring and team development practices Qualifications • Demonstrated experience leading direct mail and database marketing programs in a casino or comparable high-frequency direct marketing environment • Deep fluency in player database segmentation: ADT, RFM modeling, lifecycle staging, game preference analysis, and value band stratification • Proven ability to build and defend offer reinvestment models tied to player theoretical value • Experience designing rigorous testing programs with control groups and incremental lift measurement • Full-cycle direct mail production management including data extraction, variable data printing (VDP), postal presort, and USPS coordination • Omnichannel campaign management experience integrating mail with email, SMS, digital, and on-property channels • Budget P&L ownership for a significant direct mail and reinvestment program • Working knowledge of casino management systems and CRM platforms (Konami, IGT, Everi, Aristocrat, or equivalent) • Experience managing players club or loyalty program strategy as it relates to direct marketing • Familiarity with gaming regulatory compliance requirements for direct marketing programs including self-exclusion suppression and responsible gambling obligations • Proven team leadership across data, creative, production, and analytics functions • Strong cross-functional collaboration skills with operations, finance, and hospitality departments Required Skills Analytically rigorous marketing operator with deep casino direct marketing experience, strong reinvestment economics fluency, and the ability to lead a high-performing team. Preferred Skills Experience in managing players club or loyalty program strategy as it relates to direct marketing.