Title:  Vice President of Marketing - Gaming Operations

JOB SUMMARY

The Vice President of Marketing is responsible for developing and executing a clearly defined marketing strategy in a manner that increases awareness of Churchill Downs, Incorporated (“CDI”) properties while reinforcing our brand positions.  The VP of Marketing’s primary focus is achieving the Company objectives of cultivating profitable revenues and developing strategic marketing capabilities through oversight of the corporate marketing functions and providing insights and strategies for the CDI racing and gaming properties.  The marketing strategies and operations will include loyalty programs, calendar development, direct marketing / database strategy and execution, player development, advertising, social media, entertainment, special events, etc.  The VP of Marketing will also function as the primary owner of the pre-opening and growth strategies for new properties added to the CDI portfolio. This position will enhance these strategies and execution by working in conjunction with corporate partners, such as IT, Analytics, Revenue Management, Finance, and property marketing teams to ensure effective and profitable program results. 

ESSENTIAL DUTIES AND RESPONSIBILITIES

• Develop and implement comprehensive marketing goals and strategies to drive revenue, growth, profitability and visibility while increasing market share for the casino operations.
• Oversee all aspects of Marketing including: loyalty programs, calendar development, direct marketing / database strategy and execution, player development, advertising, social media, entertainment, special events & agency management
• Work closely with other members of the Casino Operations senior leadership and the property marketing teams to develop comprehensive marketing strategy / plan for CDI.
• Collaborate with senior leadership to define marketing objectives, budgets, and key performance indicators (“KPI’s”).
• Analyze financial results of all marketing programs, including direct mail, promotional spend, advertising spend, etc. and review all marketing activity to effectively manage expenses within budget.  Conduct competitive market research and analysis to identify emerging trends, consumer preferences, competitive threats and products as they pertain to the industry.
• Provide analysis and recommendations that introduce new opportunities for revenue generation and cost reduction.
• Manage, coach, mentor and develop the corporate marketing team members’ ability to deliver and exceed expectations while creating opportunities for talent succession.
• Oversee all aspects of the loyalty programs including evolution, strategic initiatives, systems capabilities to attract, retain and reward our gaming guests.
• Oversee the Agency relationship who are responsible for the development of creative assets, including advertising materials, promotional collateral, digital content, direct marketing and e-mail communications.
• Review activities in the player club, entertainment/special events and other marketing operations to gauge and augment revenue, optimize operations and other conditions which influence quality guest service, guest loyalty and guest profitability.
• Must be capable of creating, evaluating and enhancing a segmented lifecycle direct marketing / database strategy including but not limited to loyal / frequent guests, decliners, inactive, seasonal, etc. via multiple communications channels – direct mail, email, casino marketing, etc.
• Manage relationships with internal partners: IT, analysis, finance, property marketing, property operations, racing operations and compliance.
• Manage relationships with external marketing agencies, vendors, and partners to ensure the successful execution of marketing initiatives.
• Stay informed about industry regulations, compliance requirements, and best practices to ensure marketing activities adhere to legal and ethical standards.
• Cultivate a culture of innovation and continuous improvement within the marketing team, encouraging creativity and resourcefulness.
• Represent the Company at industry events, conferences, and trade shows as needed to network with key stakeholders and promote brand visibility.
• Partner with IT to manage relationships with marketing systems vendors, deploy new marketing systems and technology and ensure those systems meet our strategic needs.
• Develop processes and procedures for marketing functional areas including calendar development, direct mail strategy and production, advertising strategy and execution
• Performs other duties as assigned.

REQUIRED SKILLS AND ABILITIES

• Demonstrated leadership and management abilities for strategy, key programs and people.
• Proven track record of developing and executing successful marketing strategies that drive revenue growth and increase brand awareness.
• Strong understanding of casino industry trends, consumer behavior, and competitive dynamics.
• Excellent leadership and communication skills, with the ability to inspire and motivate a team towards achieving common goals.
• Strategic and analytical thinker with a data-driven approach to decision-making and problem-solving.
• Ability to thrive in a fast-paced and dynamic environment, managing multiple projects simultaneously while meeting deadlines.
• Proficiency in marketing analytics tools, CRM systems, digital marketing platforms, and other necessary computer applications
• Knowledge of regulatory requirements and compliance standards applicable to marketing within the casino industry.
• Strong business acumen and financial literacy, with experience managing marketing budgets and resources effectively.
• Excellent verbal and written communication as well as presentation skills

EDUCATION AND EXPERIENCE

• Bachelor's degree in Marketing, Business Administration, or a related field required. Master's degree preferred.
• 7-10 years of progressive marketing experience, with at least 5 years of experience in a leadership role within the casino industry.
• Experience in a gaming or hospitality setting preferred.
• Must obtain valid gaming license(s), where applicable

COMPANY BENEFITS

• Competitive salary commensurate with experience
• Comprehensive health, dental, and vision insurance plans
• 401(k) retirement savings plan with Company match
• Employee Stock Purchase Plan
• Paid time off
• Professional development and training opportunities
• Employee discounts on Company products and services
• Vibrant company culture with opportunities for career advancement

PHYSICAL REQUIREMENTS & WORKING CONDITIONS

• While performing the duties of this job, the employee is frequently required to sit or stand; walk; use hands to finger, handle, or feel objects, tools, or controls; reach with hands and arms; climb or balance; stoop, kneel, crouch, or crawl; and talk or hear.
• The employee may be required to lift and/or move up to 25 pounds.
• The noise level in the work environment is usually moderate to loud.
• The employee may be exposed to smoke when at properties/on gaming floors.