Senior Director - Marketing
Description
Job Overview:
Be a part of a dynamic team at Wind Bethlehem, a premier Casino & Hotel destination resort offering a wide range of gaming, entertainment, and dining options. A state-of-the-art casino resort located 50 miles from Philadelphia, PA and 60 miles from Newark, NJ, our luxury resort features a 550-room hotel with 50 suites, a world-class spa with full service, and over 65,000 square feet of flexible meeting and event space. On the casino floor, guests enjoy a vibrant gaming environment with more than 2,200 slot machines, 150 table games, a dedicated poker room, a vibrant sportsbook, and an exceptional array of dining options.
Under the leadership of the property General Manager, the Senior Director of Marketing is responsible for leading and execution of all marketing strategies. This executive leadership role requires a deep understanding of the casino and hospitality industries in the greater Pennsylvania, New Jersey, and New York markets. The Senior Director of Marketing will work in collaboration with the corporate Chief Marketing Officer and the corporate Marketing Directors to drive the acquisition and retention of gaming & non-gaming customers and to maximize revenue growth and profitability. This position reports to the General Manager and manages the following marketing departments: marketing planning, advertising & brand management, promotions & special events, entertainment, and marketing budget management & analysis.
Purpose:
Our genuine engagement and positive energy provide guests an escape from their routine into our exciting fantasy world of fun, chance, and possibility, where everyone feels a sense of belonging and importance.
Value System:
Our enthusiastic commitment to our purpose inspires and empowers us to do everything right, have fun, and be the best. We will be recognized fairly, elevating our levels of personal accountability, and focus on our customer. The resulting creation of wealth will grow opportunities for all.
Key Responsibilities:
- Marketing Planning: Develop and lead a comprehensive, multi-channel marketing strategy to drive brand awareness and property visitation. Increase revenue growth and profitability across the gaming, hotel, food & beverage, and entertainment verticals. Align marketing plans with property goals and regional trends. Guide the execution of seasonal, tactical, and long-term marketing campaigns that reflect the customer mindset and competitive environment.
- Business Intelligence & Competitive Analysis: Conduct ongoing market analysis to track regional competitors, player incentives, and promotional trends in the gaming and hospitality space. Partner with the BI/Data & Analytics department to deliver actionable insights, refine marketing strategies, drive measurable results, and maintain a competitive advantage with local and regional guests. Monitor the impact of regional developments on visitation and marketing effectiveness (e.g., new casinos projects, legislation, etc.)
- Customer Lifecycle Management: Lead targeted acquisition strategies across traditional, digital, social, email, mobile, and experiential channels to attract local, regional, and out-of-market customers. Manage the loyalty and rewards program to maximize guest engagement, frequency, and value throughout the customer lifecycle. Working in collaboration with the Corporate Loyalty Department, leverage CRM to deliver personalized messages to players and drive repeat online/on-property (OLOP) visitation; and reduce churn among VIP and retail players. Collaborate with the BI/Data & Analytics team to understand customer behavior/pain points and build effective solutions to address customer concerns.
- Advertising & Brand Management: Provide recommendations to the Corporate Media Department to develop omnichannel advertising campaigns including traditional broadcast, print, out-of-home, and digital. Working in collaboration with the Corporate Media Department to manage agency relationships, media planning/buying, and creative development tailored to urban, suburban, and feeder market audiences. Ensure the property’s brand positioning aligns with the corporate style guide and reflects luxury, excitement, and customer escape, supporting both gaming and non-gaming revenue growth.
- Promotions & Special Events: Oversee the development and execution of property promotions, on-floor activations, and themed special events designed to increase visitation and time-on-property. In addition, promotions and special events should be specifically designed to drive mass market and high-end guests to the property from competing casino markets (e.g., Central Pennsylvania, Philadelphia, Atlantic City, and New York City.) Collaborate with operations, F&B, and entertainment teams to integrate promotions into the guest experience and property calendar. Lead planning and execution of culturally relevant campaigns that resonate with the diverse demographic base of the greater Pennsylvania, New Jersey, and New York Chicago region. Ensure the integration of the Casinoverse App into on-property activation to ensure the online/on-property (OLOP) engagement loop continues.
- Bus Programs & Entertainment: Collaborate with bus operators, tour groups, and retail partners to target profitable group and transient business. Align entertainment programming with guest preferences, on-property promotions, and special events designed to drive incremental trips and gross gaming revenue (GGR).
- Marketing Budget Management & Analysis: Develop and manage the department's budget. Monitor expenditures and make modifications to ensure compliance with financial objectives. Collaborate with the BI/Data & Analytics team to determine the effectiveness of marketing initiatives and campaign results, optimize marketing spend, and recommend changes to the marketing mix. Collaborate with the Finance Department to complete a “revenue build” of the marketing plan by customer segment and with the BI/Data & Analytics Department to develop dashboards and scorecards for real-time performance monitoring.
- Stakeholder Engagement & Cross-Function Leadership: Build strong relationships with property-level department heads, and corporate peers to align marketing with operational priorities. Lead cross-departmental initiatives to improve guest experience at all customer touch points and to increase voice of guest (VOG), customer service satisfaction (CSAT), and net promoter scores (NPS). Represent the marketing function in senior leadership forums and corporate planning sessions.
Job Requirements: (please ensure you meet the listed requirements prior to applying)
- Bachelor's Degree in Business Administration (or related field) AND five (5) years’ experience in a Director level position – required
- OR Seven (7) years’ experience in a Director level position AND if selected for the position will have three (3) years from the date of employment to obtain a Bachelor’s Degree in Business Administration (or related field) – required
- Five (5) years as a Director of Marketing or above at a major casino in a competitive market with at least three (3) Class Three III properties generating revenues of $150 million plus annually. Experience marketing casinos with the following game types: Slots, Table Games, Poker, and Sportsbook. – required
- Five (5) years as a Marketing professional in a casino operating table games and electronic games – required
- Must have experience in overseeing the daily operation of a Player Club, Loyalty Program, Special Events, Promotions and/or Player Development – required
- Other conditions – required:
Work odd and irregular hours including nights, holidays, promotions and weekends.
- Travel and participation in training as recommended or required.
- Must have willingness and ability to work in a smoke/secondary smoke environment.
- Must have an Occupational License (or the ability to obtain and maintain a license) in good standing with the Pennsylvania Gaming Control Board as a requirement for this position.
- Must have a Tribal Gaming License and any other Gaming Licenses required by the various Jurisdictions in the assigned region (or the ability to obtain and maintain a licenses) as a requirement for this position.
- Experience managing bus programs and group sales – preferred
- Experience with developing, managing, and reporting on department budgets - preferred
- Experience with database analysis and planning & execution of media campaigns
- Experience with CMP and Opera systems or equivalent casino operations systems