The CMO provides strategic leadership and oversight for all of the corporation’s marketing efforts and marketing departments, branch offices and outside representatives in a variety of activities. This position is responsible for promoting strong brand awareness in all existing and potential markets and ensuring effective promotions, maintaining and growing the Seneca brand in advertisements, developing attractive special events as well as maintaining good public relations. All duties are to be performed within the guidelines of the Seneca Gaming Corporation’s policies and procedures, Internal Control Standards and objectives.
Create and/or approve and oversee the implementation of marketing plans for each property that support the overall SGC strategy and financial goals, including plans, tactics and efforts for all entities within the Seneca Gaming Corporation and each amenity offered.
Lead efforts to create and maximize brand recognition and brand value. Coordinate all marketing collateral and communications consistent with the strategic brand established in conjunction with the corporation’s leadership (i.e. F&B, Lodging, Retail, Spa and Golf). Work closely with operations teams across properties to ensure efforts and customer experience are aligned and consistent with brand strategy and respective property positioning in the marketplace.
Establish high performance player development team and independent agent network to grow existing markets and identify and develop new markets including ethnic markets. Through these teams, identify and develop new markets that will result in bottom line growth.
Develop and implement customer reinvestment strategy and complimentary goods and services policy and oversee training of all marketing and other relevant personnel to ensure consistency in application of policy requirements.
Create, develop and implement an effective departmental organizational structure and establish management objectives, the following disciplines:
Advertising and Public Relations;
Player Development including U.S., Canada, international and ethnic Player Development;
Database marketing;
CRM;
SGC Loyalty Program;
Promotions, Special Events;
Marketing services/centralized call center
Sponsorship Marketing;
Internet marketing;
Social media;
Hotel yield management/Revenue management;
Motor coach marketing/junket programs;
Entertainment department; and
Brand management.
In addition, this individual will liaise with the respective GMs and their senior team to market F&B, Hotel, Spa and retail products in a manner to drive cash and comp revenue.
Develop departmental business plans to include performance and profit objectives for the short and long-term, consistent with the Corporation’s strategic marketing plan and e stablish, monitor, and review property and departmental budgets on a regular basis.
Ensure the departments and properties are meeting or exceeding established financial and performance goals, and recommends changes to enhance profitability. Review activity reports and financial statements to determine progress and status in attaining objectives and revises objectives and plans in accordance with current conditions.
Oversee the individual leaders who are responsible for each property’s general promotions, database marketing, hosts and property player development department, promotions operations, VIP lounges, sales departments, general marketing, special events, bus marketing and other special projects.
Oversee revenue management / hotel yielding efforts to achieve occupancy goals utilizing appropriate business partners (i.e. online travel agents) to create comprehensive packages and campaigns designed to reach sales, advertising and marketing goals. Review and approve all marketing initiatives, including, but not limited to:
Advertising campaigns (television, radio, internet, social media, outdoor and print ads);
Promotions;
Entertainment programs;
Player Development excursions, player programs and employee incentives; and
Sponsorships and marketing oriented donations (recommendations for major sponsorships to be presented to the CFO and CEO).
Develop, establish and coordinate among all marketing disciplines an effective database marketing strategy to include: direct mail pieces, player tracking and slot club promotions and off-site Player Development efforts.
Oversee the Corporate Canadian and Asian Marketing Programs including but not limited to Player Development, Bus programs and air programs (Splinters and Junkets).
Coordinate and arrange all publicity events, special events and other related functions, acting as SGC spokesperson, as directed by President/CEO.
Position Requirements
Each position has varying minimum qualifications. In the absence of fully qualified candidates, some requirements may be waived.
Education/Experience:
Must be 21 years of age or older upon employment.
Bachelor’s degree in Marketing or Communications or applicable discipline.
Master’s in Business Administration preferred.
Fifteen (15) years of progressive gaming experience in multiple gaming jurisdictions, with a minimum of eight (8) years as a Vice President or higher in corporate casino marketing.
The ten (10) years’ experience must include direct management of the following: player development, database marketing, advertising, and casino general marketing, casino promotions, public relations, Asian marketing, hotel revenue management and entertainment.
Consideration will be given to candidates with 15 years or more in corporate hospitality, leisure, entertainment, or related industries with a strong focus on brand and loyalty management programs.
Must have experience managing multiple company and divisional marketing departments and related budgets comparable in size and scope to SGC’s, and have extensive experience forecasting revenue.
Proven communication, organizational, and analytical skills required.
Successful candidate must be an experienced, results oriented, and hands-on professional.
Ability to read, analyze, and interpret complicated documents, such as technical journals, financial and statistical reports and legal documents with an ability to respond to complaints from customers, regulatory agencies, or members of the business community. Ability to present information to top management, public groups and/or Seneca Gaming Authority.
Ability to define problems collects data, establish facts, and draw valid conclusions and provide solutions.
Must demonstrate leadership, fairness, and sensibility to the customers and employees.
Must possess ability to instill a sense of pride and personal responsibility in subordinate employees.
Must possess and maintain a valid driver’s license and be able to substantiate a safe driving record within the parameters acceptable to our liability insurance carrier.
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The noise level in the work environment is usually moderately loud. When on the casino floor, the noise levels increase to loud. Must be able to work in an environment where smoking is permitted.
