VP of Loyalty & Data-Driven Marketing

Hard Rock Hotel & Casino Ottawa

Las Vegas (NV)

On-site

USD 240,000 - 420,000

Full time

14 days+

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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.