Vice President Database Marketing - Data Science
Skills
About This Role
Strategic Leadership
- Develop and own the gaming reinvestment strategy across all gaming customer segments.
- Lead long-term reinvestment strategy aligned with profitability targets.
- Establish offer architectures for hosted and unhosted guests.
- Define segmentation logic across lifecycle stages.
- Oversee recurring campaign calendars and ad-hoc campaign development / deployment
Offer Strategy & Reinvestment Economics
- Own reinvestment guidelines by ADT / worth segment / card tier.
- Using advanced modeling, set offer value and trip-level reinvestment thresholds.
- Ensure consistency between model-driven offers and host-facing offers, while leaving sufficient host directed reinvestment to allow host to appropriately manage the player relationship.
- Maintain a clear view (updated daily) of all reinvestment campaigns underpinning reinvestment, including the actual observed reinvestment rate for each campaign.
- Monitor comp-to-theoretical ratios and margin by segment.
- Partner with Finance to align reinvestment with EBITDA targets.
Data Science & Machine Learning
- Oversee predictive modelling strategy (ADT forecasting, trip propensity, churn, worth estimation, etc.)
- Ensure models provide extensive value segments, allowing for extreme personalization of offers based on customer worth
- Establish testing frameworks (A/B, holdout groups, control groups).
Campaign Execution & CRM
- Oversee direct mail, email, SMS, digital, and app-based campaigns.
- Ensure campaign QA, compliance, and operational accuracy.
- Drive automation within CRM systems.
- Improve campaign velocity and personalization cadence.
Hosted Customer Integration
- Ensure hosted customers receive centrally built, economically disciplined offers.
- Build host dashboards with offer rationale, theoretical expectations, and trip targets.
- Partner with VP of Gaming Marketing to align on performance.
- Maintain sufficient discretionary comps for high value customers to allow for hosting flexibility.
Performance Analytics & Reporting
- Develop executive dashboards for reinvestment %, margin, ROI and campaign-level performance.
- Present results to executive leadership. [along with SP&A]
- Provide insight-driven recommendations to optimize profitability. [with SP&A]
Team Leadership
- Lead CRM / Campaign Management, Data Science & Analytics, Segmentation & Strategy, and Marketing Operations.
- Build a culture of analytical rigor, accountability, and continuous improvement.
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