Commerce Casino is the world’s largest card casino offering more than 200 tables. Established in 1983, the casino values its staff of over 2,500 employees and is proud to be known as “Where the World Comes to Play.” Commerce Casino offers a comprehensive benefits package to include medical, dental, vision, life, flexible spending accounts, 401(k), vacation time, and much more!

POSITION SUMMARY

The Director of Marketing is responsible for driving measurable, data backed revenue growth across table games, hotel, food and beverage, and entertainment activities. Reporting to the Chief Information Officer, this role owns the development and execution of a disciplined marketing strategy that increases Net Gaming Revenue, improves reinvestment efficiency, strengthens high value player retention, and expands local market share.

Operating within a table game focused environment, the Director partners closely with Gaming Operations, Finance, Hotel Operations & Special Events, Food & Beverage, Guest Experience and Data Insights to align marketing investment with profitability targets. Success in this role is defined by incremental higher trip frequency, improved churn performance, stronger digital acquisition results, and measurable return on marketing spend.

PRIMARY JOB FUNCTIONS

1. Strategic Revenue Planning and Analytics

Develop and manage the annual marketing plan and annual financial plan with direct accountability for incremental Net Gaming Revenue growth across table games, hotel, food and beverage, and entertainment. Utilize data analytics and forecasting in partnership with Casino Operations, Finance, and Data Insights to track KPIs including Net Gaming Revenue growth, reinvestment efficiency, trip frequency, rated game hours per player, and churn reduction. Deliver annual revenue growth targets of 5 to 8 percent while improving marketing ROI and reinvestment effectiveness year over year.

2. Customer Lifecycle Management and Loyalty Optimization

Oversee and continuously refine the loyalty and rewards strategy to increase rated play penetration, visitation frequency, and player value. Increase rated table play to greater than 90 percent of gaming volume, drive one incremental visit annually from top tier players, reduce churn among high value segments by 10 percent, and improve retention of core segments by at least 7 percent annually. All major offers must be evaluated through measurable lift and control group testing.

3. Integrated Marketing and Brand Positioning

Ensure consistent and differentiated brand messaging across all channels while aligning campaigns with measurable business outcomes. Increase local market share by 1 to 2 share points within 24 months, improve brand awareness and consideration metrics through quarterly tracking, and ensure each major campaign includes documented revenue attribution and post campaign performance analysis.

4. Digital and Database Marketing Strategy

Develop and implement modern digital acquisition and retention programs including SEO, paid media, email, SMS, and social media engagement. Increase digital sourced new member acquisition by 12 percent annually, grow the active marketing database by 15 percent year over year, improve email and SMS response rates through segmentation optimization, and increase hotel and event booking conversion rates by 10 percent. All digital spend must meet defined return on investment thresholds.

5. Culturally Relevant Revenue Programs

Lead planning and execution of culturally aligned campaigns and events that resonate with Commerce’s diverse and predominantly Asian customer base. Drive at least 10 percent revenue lift during key cultural periods such as Lunar New Year and Mid Autumn Festival, increase visitation during targeted holiday windows by 8 percent, and develop segment specific KPIs tied to game preference, trip frequency, and dining behavior. Campaigns must reflect cultural authenticity and be measured through segment level revenue performance.

6. Reinvestment Strategy and Margin Discipline

Maintain disciplined promotional reinvestment practices aligned with profitability goals in a table game focused operating environment. Improve reinvestment efficiency by 12 percent annually, maintain reinvestment ratios within approved financial thresholds by segment, and reallocate underperforming promotional spend within structured 30 day review cycles. Marketing initiatives must demonstrate measurable incremental increases in visitation frequency and/or total player hours on games.

7. Force Multiplier and Cross Functional Revenue Collaboration

Build strong partnerships with Hotel, Special Events, Food and Beverage, Gaming Operations, IT, Finance, and Data Insights to align marketing strategies with operational priorities. Conduct monthly revenue alignment sessions, execute at least three cross vertical revenue initiatives annually, increase hotel occupancy during need periods by 6 percent through targeted campaigns, and improve F and B capture rate among rated gaming guests by 5 percent.

8. Public Relations and Regulatory Compliance

Manage media relations and community partnerships to support revenue driving campaigns and strengthen brand reputation. Ensure all marketing promotions, giveaways, and communications comply with state gaming regulations, internal controls, and Title 31 requirements, with zero regulatory violations tied to marketing activities.

REQUIREMENTS / QUALIFICATIONS

1. Education: A Bachelor's degree in Marketing, Business Administration, or a related field is required; a Master's degree is preferred.

2. Experience: A minimum of five to seven years in a senior marketing leadership role within the casino/hotel or a related entertainment or hospitality industry, with direct experience in revenue generation.

3. Skills:

Advanced proficiency in CRM and database marketing platforms, with demonstrated experience using segmentation, predictive modeling, and reinvestment optimization to drive measurable revenue lift. Strong analytical capability, including fluency in marketing performance dashboards, financial metrics such as reinvestment ratio, and control group testing methodologies.

Experience leveraging digital acquisition channels including paid media, SEO, lifecycle automation, email, and SMS with documented return on investment performance. Ability to translate data insights into actionable growth strategies in a table game focused environment.

Demonstrated senior leadership presence with the ability to align cross functional stakeholders across Gaming, Finance, IT, and Operations. Strong communication skills with comfort presenting performance metrics and growth strategy at the executive and board level. Proven problem-solving capability grounded in financial discipline and operational execution.