VP, Database Marketing

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.