Vice President Database Marketing - Data Science
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Key skills for this role
About the Role
Lead strategic leadership in gaming reinvestment, oversee data science and campaign execution, and drive performance analytics with strong financial acumen.
Key Skills for This Role
Full Job Posting
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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