Director Loyalty Marketing

Resorts World Las Vegas - Las Vegas, NV

Full-time - Senior

Las Vegas, NV

Accommodation

About the position

The Director of Loyalty Marketing at Resorts World Las Vegas is responsible for leading the development and management of innovative customer loyalty programs. This role focuses on enhancing brand awareness and increasing market share through strategic planning and execution of loyalty initiatives. The Director will ensure the successful integration of the loyalty marketing program, aiming to maximize customer loyalty and drive incremental spending while adhering to relevant laws and company policies.

Responsibilities

• Oversee all related systems (CRS, offer management, kiosk, data warehouses) and identify continuous improvement opportunities for profitability and efficiency.
• Partner with Brand Marketing to design an advertising/marketing strategy that clearly communicates customer benefits and value propositions.
• Plan, design, and oversee the implementation of an overarching brand loyalty strategy to boost customer engagement, retention, and sales.
• Develop effective loyalty programs, promotional initiatives, and accompanying marketing collateral.
• Conduct in-depth target audience research and execute data-driven customer segmentation to customize loyalty programs for different audience segments.
• Manage the established budget for promotional initiatives and lead financial planning and reporting for the division.
• Study campaign reports, forecast metrics, and industry trends to evaluate the impact and efficiency of marketing and advertising efforts.
• Oversee the execution of loyalty marketing plans by managing the project calendar/roadmaps and updating the overall promotional direction.
• Handle administrative functions, including annual planning and forecasting, budget management, and training/development planning.
• Identify and leverage external partnerships to maximize customer acquisition and active member activity.
• Explore innovative ideas to enhance the program and increase participation.
• Design strategies for delivering content across all channels (email, online, text, social media) for effective customer communication.
• Collaborate with Brand Marketing and Casino Marketing to identify incremental revenue opportunities.
• Continuously improve reporting to highlight opportunities for enhancing customer experience and informing strategic plans.
• Share response metrics and relevant trends with appropriate personnel to enable timely responses and adjustments.
• Create a work environment that upholds core values and promotes integrity, teamwork, performance, recognition, mutual respect, and employee satisfaction.
• Manage HR responsibilities, including quality hiring, training, staff motivation, feedback and development, promotions, discipline, and terminations.

Requirements

• Experience with CRM marketing campaigns, processes, tactics, and promotion planning/execution.
• Advanced knowledge of CRM tools for reporting, campaign management, and marketing automation.
• Excellent communication, presentation, and project management skills.
• Proficiency in Microsoft Office/Google Workspace tools.
• Strong budget management skills.
• Experience developing and implementing loyalty programs, including detailing functional requirements, developing features/rewards, creating communication strategies, and evaluating ROI performance.
• Experience managing external vendors.
• Superior analytical skills, both quantitative and qualitative.
• Ability to work varied shifts, including nights, weekends, and holidays.
• Fluent in English with polished appearance and demeanor.
• Excellent customer service skills.
• Understanding of company and departmental policies, regulations, and procedures.
• Ability to lead and mentor a team successfully.

Nice-to-haves

• Previous experience in a large, luxury resort setting.
• Bachelor's degree in marketing, finance, or accounting.