Database Manager - Marketing

Position Summary

The Database Manager oversees the implementation and ongoing management of the property’s database, email and direct mail strategy. This role is also responsible for managing database staff and provides support to other resort entities as needed. The position will assist the Director of Marketing by analyzing data collected from the player tracking system, headcount system, revenue numbers, focus groups, hotel and resort systems and other means. The objectives of the position are to track player information to assist in determining ROI from advertising campaigns, promotions, direct mail, email, social/online campaigns, entertainment offerings, hotel, F&B, comps and all promotions and events. This leader will be responsible for analyzing and providing data to make recommendations for efficiency and increased revenue. Additionally, the Database Manager will continually exam marketplace trends, the economy, the leisure dollar industry and local competitors to provide recommendations based on data driven metrics for budget development, program implementation and financial reinvestment of high valued patrons.

Our philosophy is built on the principles of integrity, fairness, collaboration, communication, and recognition for performance excellence. Meeting all performance standards leads to attracting and retaining a qualified workforce, provides opportunities for qualified team members, and contributes towards the ongoing success of the Pueblo of Sandia today and in the future.

Essential Duties and Responsibilities

1. Contributes specifically to the increased revenue and cost efficiencies as indicated by measured analytical data and meets specific goals as set forth in the Annual Marketing Plan.
2. Organizes direct marketing campaigns to include direct mail, email, telephone or other direct strategies
3. Analyzes direct marketing campaigns to determine effectiveness including redemption rates, revenue generation, ROI, etc. and makes recommendations to change or modify strategy with supporting financial justification in cooperation with the Director of Marketing implements, manages, and constantly evolves the Sandia database marketing strategy, including segmentation, list management, email, direct mailings and offers, and ROI analyses.
4. Drives continuous, profitable growth from targeted database segments. Assists property selection of the highest ROI segmentation for achieving individual annual plans.
5. Supports the achievement of overall market share, revenue, and profitability goals for the property
6. Provides senior leaders analysis and targeting of customer segments.
7. Assists in the development of cost-effective prospecting and reactivation programs.
8. Monitors employee performance and supports/mentors the database staff.
9. Performs effective database analysis, including data integrity, monthly segment reports, and assessment of marketing campaigns and programs.
10. Works with all enterprise departments to develop database marketing initiatives and implement cost-effective, revenue-driving programs.
11. Creates the annual database marketing plan
12. Assists with the development of the property plans as needed and ensures plans are strategically and financially sound and executed effectively
13. Closely monitors the competition and industry trends.

1. Ensures that Sandia is responding to developments, staying current in the field, and constantly improving its database marketing knowledge and capabilities
2. Selects competent and cost-effective outside agencies and consultants as required to assist in database marketing efforts and monitor their performance closely
3. Working knowledge of all aspects of a casino Marketing department including advertising, events, promotions, entertainment, direct mail houses, printer shops and postal system requirements
4. Ability to use query tools, such as T-SQL, ANSI-SQL, Microsoft SQL Server Managements Server as well as create new programs for profiling and analyzing data.
5. Must be highly computer proficient including extensive experience with server and PC-based systems utilizing computer networks.
6. Has expertise designing data sets in Excel and uses Excel as an analytical tool.
7. Knowledge in developing and maintaining quality, and quantity databases.
8. Routinely and periodically spot checks subordinates primary job responsibility tasks, tracking mechanisms and work to ensure compliance with SOP’s and IC’s.
9. Punctual and regular attendance is an essential responsibility for all team members and are expected to report to work based upon the assigned schedule each day in accordance with the Attendance Policy for Pueblo of Sandia.

Additional Responsibilities

1. Provides direct management and supervision to all reporting Team Members, typically for a larger department, operational area or more complex professional department.
2. Functions as an advisor to the operations and sets goals that are results oriented, organized, and account for business challenges.
3. Guides the team to achieve a well-defined structure and efficient operation.
4. Delegates responsibilities to the most qualified Team Members through observing and understanding strengths and weaknesses.
5. Creates an environment of teamwork, through communicating common goals, shows appreciation for team members contributions and on-going support, and leads by example.
6. Collaborates and communicates effectively in a professional and articulate manner.
7. Demonstrates strong knowledge of all reporting departments/operational areas.
8. Strong analytical and critical thinking skills to identify problems, generate solutions, and implement them.
9. Performs other duties as assigned

Key Performance Indicators

This position has Key Performance Indicators (KPI’s) identified as a measurement of success. KPI’s will be shared with all team members who work in this job title and feedback will be provided regarding the successful completion of the KPI’s as part of the performance review process.

Knowledge, Skills, and Abilities

1. Strong analytical skills and database knowledge required.
2. Must know Microsoft Excel/Word, PowerPoint and Access. Experience with SQL (ANSI or T-SQL) or Microsoft SQL Server Management Studio desired.
3. Must possess excellent project management, communication and writing skills.
4. Excellent verbal, written and customer service skills.
5. Must possess excellent project management, communication and writing skills.
6. Ability to maintain strict confidentiality relative to financial data, casino, player data, policies and marketing plans.
7. Current knowledge of postal rules and regulations a plus.

Education and Experience

Required:

1. Must be at least 21 years of age.
2. Must possess a bachelor’s degree in business administration, Marketing, Statistics, or a related field of study.
3. Three (3) years of management experience. Any combination of education from an accredited college or university in a related field and/or direct experience in this occupation totaling seven (7) years

may substitute for the required education and experience.

1. Must be an experienced user of word processing, spreadsheet, database and reporting software.

Preferred:

1. Strong grasp of database marketing programs and direct mail design, production, and fulfillment with related experience in database marketing systems, analysis and direct marketing mail operations in a gaming / hospitality / sales industry.

License/Certifications/Registrations

1. Must be able to obtain and maintain the required STGC Gaming License.
2. Will require a pre-employment and random drug screening.

Physical Requirements/Working Conditions

The following selected physical activities are required to perform the essential functions of this position

Physical Requirement

Description

Seeing

The ability to perceive the nature of objects by the eye.

Lifting

Raising objects from a lower to a higher position or moving objects horizontally from position-to-position. This factor is important if it occurs to a considerable degree and requires substantial use of upper extremities and back muscles.

Walking

Job requirements include, in the performance of duties, walking throughout the work area, on various work surfaces throughout internal or external locations.

Sitting

Particularly for sustained periods of time.

Standing

Particularly for sustained periods of time.

Stooping

Bending body downward and forward by bending spine at the waist. This factor is important if it occurs to a considerable degree and requires full motion of the lower extremities and back muscles.

Talking

Expressing or exchanging ideas by means of the spoken word. Those activities in which they must convey detailed or important spoken instructions to other workers accurately, loudly, or quickly.

Working Conditions Required:

1. Work may require being performed indoors and outdoors.
2. Work hours may vary depending on projects with occasional overtime work required.
3. Duties may involve walking, standing for long periods of time, sitting and crouching.
4. Specific required movements include the following:
   • Trunk-bend, twist, rotate, push, pull, and carry
   • Arms-reach, carry, push, pull, lift, twist, and rotate
   • Legs-lift, push, pull, twist, and rotate
   • Hands-grasp, manipulate, bilateral coordination, overall and finger dexterity.
   • Eye and hand coordination
5. Able to lift 30+ pounds.