Senior Director Of Marketing
Miami Gardens, Fl, Us
Oversaw the creative development and execution of marketing plans to attract and retain casino patrons in a hypercompetitive local market. Leveraged business intelligence to identify trends, create targeted efforts, and guide strategic decision-making. Led a team of 22 highly-effective marketers with six direct reports, spearheading all facets of marketing strategy and operations, including brand, advertising, communications, database marketing, email marketing, Players Club, VIP development, promotions, special events, public relations, charitable giving, and sales.Achieved record-breaking numbers of new member sign-ups by leveraging targeted digital advertising opportunities paired with traditional mass-market media, supported by a creative acquisition offer.Increased market share and grew annual gross revenues from $94M to an all-time high of $120M in a market with 11 other casino competitors by leveraging data-driven marketing plans to foster customer loyalty and increase visitation.Posted record-breaking numbers in the VIP tier of the Players Club by forecasting player lifecycles and enabling VIP Hosts to use data trends and insights to identify and develop potential high-value players.Fostered a culture which resulted in employee engagement scores rising from 60% to 80% through increased mentorship and communication.Built bench strength by developing multiple cross-functional Team Members into capable leaders.