VP, Database Marketing

Hard Rock Hotel & Casino Ottawa; Las Vegas (NV); On-site; USD 240,000 - 420,000; Full time

Job summary

Hard Rock Hotel & Casino Las Vegas is seeking a visionary Vice President of Database Marketing to lead CRM, loyalty, and data-driven guest engagement strategies for a premier integrated resort. You will drive segmentation, reinvestment models, and personalized campaigns to maximize visitation and profitability while partnering with gaming, hospitality, and entertainment teams.

Reporting to the SVP, Entertainment & Events Marketing, you will shape loyalty programs, oversee events strategy, and

Qualifications

• Minimum 10 years of progressive leadership experience in casino database marketing, CRM, loyalty, analytics, or customer engagement within a gaming, hospitality, entertainment, or integrated resort environment.
• Demonstrated success developing and executing customer lifecycle, loyalty, CRM, and reinvestment strategies that drive measurable revenue growth and profitability.
• Strong expertise in customer segmentation, database marketing, loyalty program management, CRM platforms, offer optimization, and customer analytics.
• Proven ability to evaluate campaign performance, customer value, reinvestment effectiveness, and business outcomes through data-driven decision making.
• Experience leading large-scale promotions, special events, loyalty initiatives, and cross-functional marketing programs.
• Property opening, enterprise transformation, or major system implementation experience strongly preferred.
• Strong business acumen, financial discipline, analytical capabilities, and executive presence.
• Proven success building and leading high-performing teams in a fast-paced, highly regulated environment.
• Exceptional communication, relationship-building, and stakeholder management skills.

Responsibilities

• Develop and execute the enterprise database marketing, CRM, loyalty, and reinvestment strategy to support gaming and non-gaming revenue growth, profitability, and guest retention.
• Lead the strategic direction and performance of the Unity Loyalty Program, driving enrollment, engagement, tier progression, loyalty utilization, and customer lifetime value.
• Oversee customer segmentation, reinvestment models, offer strategy, lifecycle marketing, and campaign planning to deliver personalized guest experiences and measurable business results.
• Direct CRM marketing across direct mail, email, digital, mobile, loyalty communications, and targeted promotions to increase visitation, frequency, and revenue.
• Lead the development and execution of gaming and non-gaming special events, ensuring alignment with business objectives, guest experience standards, and ROI expectations.
• Utilize analytics, forecasting, customer insights, and performance measurement to optimize marketing effectiveness, guest engagement, and profitability.
• Establish reporting frameworks and executive dashboards to monitor key performance indicators, including revenue contribution, reinvestment, campaign performance, database growth, loyalty metrics, and EBITDA impact.
• Collaborate with property and corporate leaders to align customer strategies, marketing initiatives, and loyalty programs with organizational priorities.
• Ensure the integrity, governance, and strategic utilization of customer data across gaming, hospitality, loyalty, and marketing platforms.
• Evaluate emerging technologies, CRM capabilities, analytics tools, and automation opportunities to improve personalization, operational efficiency, and customer engagement.
• Lead, develop, and mentor high-performing database marketing, CRM, loyalty, analytics, and special events teams.
• Ensure compliance with all applicable gaming regulations, internal controls, company policies, and marketing governance standards.
• Serve as a strategic advisor to executive leadership on customer behavior, loyalty performance, market trends, promotional effectiveness, and growth opportunities.

Skills

Database marketing leadership

CRM expertise

Loyalty programs

Customer analytics

Campaign reinvestment

Stakeholder management

Executive presence

Education

Bachelor degree

Masters degree

Tools

CRM platforms

Data analytics tools

Job description

Coming soon to the Las Vegas Strip, Hard Rock Las Vegas will be a fully integrated luxury resort offering world-class hospitality, gaming, dining, entertainment and retail. Positioned on the 50-yard line of the Strip, the resort will feature a nearly 700 ft. guitar-shaped hotel that will change the Las Vegas skyline. The finished complex will feature over 3,700 hotel rooms, approximately 175,000 square feet of gaming space, two spas, multiple pools, live entertainment venues and dozens of restaurants, lounges and retail outlets.

Job Summary:

Reporting to the SVP, Entertainment & Events Marketing, the Vice President of Database Marketing at Hard Rock Hotel and Casino Las Vegas provides strategic leadership for customer database marketing, CRM, the Unity Loyalty Program, and property-wide gaming and non-gaming special events at Hard Rock Hotel & Casino Las Vegas. This executive is responsible for leveraging guest data, analytics, loyalty strategy, customer segmentation, reinvestment, and personalized marketing to drive visitation, guest loyalty, revenue growth, and profitability. The role partners closely with gaming, hospitality, entertainment, finance, operations, information technology, and executive leadership to optimize customer value, enhance guest engagement, and maximize return on marketing investment.

Essential duties include, but are not limited to:

• Develop and execute the enterprise database marketing, CRM, loyalty, and reinvestment strategy to support gaming and non-gaming revenue growth, profitability, and guest retention.

• Lead the strategic direction and performance of the Unity Loyalty Program, driving enrollment, engagement, tier progression, loyalty utilization, and customer lifetime value.

• Oversee customer segmentation, reinvestment models, offer strategy, lifecycle marketing, and campaign planning to deliver personalized guest experiences and measurable business results.

• Direct CRM marketing across direct mail, email, digital, mobile, loyalty communications, and targeted promotions to increase visitation, frequency, and revenue.

• Lead the development and execution of gaming and non-gaming special events, ensuring alignment with business objectives, guest experience standards, and ROI expectations.

• Utilize analytics, forecasting, customer insights, and performance measurement to optimize marketing effectiveness, guest engagement, and profitability.

• Establish reporting frameworks and executive dashboards to monitor key performance indicators, including revenue contribution, reinvestment, campaign performance, database growth, loyalty metrics, and EBITDA impact.

• Collaborate with property and corporate leaders to align customer strategies, marketing initiatives, and loyalty programs with organizational priorities.

• Ensure the integrity, governance, and strategic utilization of customer data across gaming, hospitality, loyalty, and marketing platforms.

• Evaluate emerging technologies, CRM capabilities, analytics tools, and automation opportunities to improve personalization, operational efficiency, and customer engagement.

• Lead, develop, and mentor high-performing database marketing, CRM, loyalty, analytics, and special events teams.

• Ensure compliance with all applicable gaming regulations, internal controls, company policies, and marketing governance standards.

• Serve as a strategic advisor to executive leadership on customer behavior, loyalty performance, market trends, promotional effectiveness, and growth opportunities.

Qualifications:

• Bachelor degree in Marketing, Business Administration, Analytics, Finance, or a related field required; Masters degree preferred.

• Minimum ten (10) years of progressive leadership experience in casino database marketing, CRM, loyalty, analytics, or customer engagement within a gaming, hospitality, entertainment, or integrated resort environment.

• Demonstrated success developing and executing customer lifecycle, loyalty, CRM, and reinvestment strategies that drive measurable revenue growth and profitability.

• Strong expertise in customer segmentation, database marketing, loyalty program management, CRM platforms, offer optimization, and customer analytics.

• Proven ability to evaluate campaign performance, customer value, reinvestment effectiveness, and business outcomes through data-driven decision making.

• Experience leading large-scale promotions, special events, loyalty initiatives, and cross-functional marketing programs.

• Property opening, enterprise transformation, or major system implementation experience strongly preferred.

• Strong business acumen, financial discipline, analytical capabilities, and executive presence.

• Proven success building and leading high-performing teams in a fast-paced, highly regulated environment.

• Exceptional communication, relationship-building, and stakeholder management skills.

Work Environment:

• Physical demands include standing, walking, and noise exposure for extended periods.

• Position requires occasional lifting and moving of items weighing up to 50 pounds.

• May be exposed to casino-related environmental factors including secondhand smoke.

• Must be able to work flexible hours, including nights, weekends, and holidays.

The Company gives preference in all of its employment practices to Native Americans. First preference in hiring, promoting and in all other aspects of employment is given to members of the Native American and Indigenous Tribes who meet the job requirements.