VP, Database Marketing

Hard Rock International; Las Vegas (NV); Hybrid; USD 250,000 - 380,000; Full time

Job summary

Hard Rock Las Vegas seeks an accomplished marketing executive to lead database marketing, CRM, and the Unity Loyalty Program. You will shape guest segmentation, reinvestment, and personalized campaigns to grow visitation, loyalty, and revenue across gaming and hospitality.

Collaborate with gaming, hospitality, finance, and IT leadership to drive ROI, optimize guest experiences, and ensure governance of customer data while leading a high‑performing team in a regulated environment.

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.
• Proven success in lifecycle, loyalty, CRM, and reinvestment strategies that drive revenue growth.
• Strong expertise in customer segmentation, loyalty programs, CRM platforms, and analytics.

Responsibilities

• Develop and execute enterprise database marketing, CRM, loyalty, and reinvestment strategy.
• Lead Unity Loyalty Program strategy, enrollment, engagement, and lifetime value.
• Oversee customer segmentation, reinvestment models, lifecycle marketing, and campaigns.
• Direct CRM marketing across mail, email, digital, mobile, and loyalty communications.
• Lead gaming and non-gaming events aligned with objectives and ROI expectations.
• Use analytics and performance data to optimize marketing effectiveness and guest engagement.
• Establish reporting frameworks and executive dashboards for KPIs and EBITDA impact.
• Collaborate with property and corporate leaders to align customer strategies with priorities.
• Ensure data governance, integrity, and regulatory compliance across platforms.
• Mentor teams and explore new CRM/analytics technologies to improve personalization.
• Provide strategic advisory to executive leadership on customer behavior and trends.

Skills

Leadership

Strategic marketing

CRM

Data analytics

Customer segmentation

Stakeholder management

Executive presence

Education

Bachelor's degree in Marketing/Business/Analytics/Finance

Master's degree preferred

Job description

About the Company

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.

Company Culture

Be Iconic represents the roots of our culture. The Seminole Tribe of Florida remains the only unconquered tribe in the United States of America. The Tribe established Seminole Gaming in 1979, when it opened the first high-stakes bingo hall in the United States. Building on its rich heritage of courageous and groundbreaking achievements, the Seminole Tribe of Florida acquired Hard Rock International in March 2007—the first transaction of its kind by a Native American tribe. Today, Hard Rock International remains one of the most globally recognized companies in the world, with Hard Rock Hotel, Casino, Cafe and Rock Shop® venues in over 74 countries. With the continued growth of Seminole Gaming and Hard Rock International, Seminole Hard Rock Support Services was created to support all of our brands and lines of business. With the largest global footprint in the hospitality industry for over 50 years, our number-one job is to bring fun and excitement to our team members and our guests!