VP Marketing Analytics - Corporate (Las Vegas)

JOB DESCRIPTION

At Caesars Entertainment, effective marketing requires a detailed understanding of how marketing efforts impact customer behavior.  Extensive insights into guest visitation and spending trends drive decision-making for our loyalty marketing organization. Advertising choices and even individual customer interactions at the highest levels are grounded in a foundation of quantitative analysis and driven by extensive transaction detail captured on each customer.  In this role, you will be at the center of all of this – developing and leading a team that drives improvements in marketing efficiency through analytics. Your team works as a centralized hub to facilitate cross-property learning and ensure consistent methodology in evaluating our business and understanding the impact of marketing decisions.

Strength in analytics and experience building and leading teams of analysts are critical requirements, but will not be enough for success. Candidates must also have broad marketing knowledge and demonstrated success using data insights to improve marketing decision-making on a grand scale.  Excellent communication and relationship management will be crucial parts of the job as you will need to build confidence in and dependence on the output produced by your team and understand the issues faced by marketing functional leaders, property leaders and the Caesars senior management team. Balancing a service-driven approach to support with an honest and independent assessment of marketing effectiveness will be an ongoing challenge of the role.

 

KEY JOB FUNCTIONS

• Set vision and provide strategic direction for marketing analytics team.  Set goals and determine short and long term areas for continuous improvement.
• Partner with marketing and property leaders throughout the organization to provide analytic input to decisions and evaluation of marketing effectiveness.      Develop these relationships to ensure smooth adoption of Enterprise Analytics initiatives and to handle escalations as needed.  Evaluate individual business needs and identify opportunities for engagement of analytic support.
• Allocate resources and prioritize projects to balance the support of broad initiatives, recurrent reporting and proactive analysis with the direct requests of individual property and regional marketing teams.  Evaluate the potential impact of analysis and effectively manage timeline expectations.
• Ensure processes, tools and documentation are in place to support efficient and consistent marketing analysis across the team.  Standardize methodology for addressing common questions and ensure that consistent approaches be utilized across the company.      Proactively develop new analytic approaches and tools to support marketing tactics at the property level.
• Maintain accessible knowledge base and archive of past analyses in order to facilitate cross-property learning.  Raise awareness across company of available analytic marketing capabilities and expose marketing analytics team to new methods, tools and prior analyses to increase impact.
• Manage a staff of 6-8 direct-report marketing analytics functional leaders, each with ownership of specific aspects of marketing analysis (Casino Marketing, Revenue Build & Offer Analysis, Loyalty Marketing support, etc.)      Provide coaching, support and skill development for the team and insure quality of end products and analysis by providing strategic input and tactical support.
• Ensure appropriate staffing level to support internal customers, including considerations of daily and time of day coverage requirements.  Oversee the recruiting, selecting, hiring, training and developing of departmental team members. 
• Ensure talent pipeline within the organization, creating growth and promotion opportunities for team members and effective succession planning
• Lead an organization with methods and actions that are ethical and in full compliance with all applicable laws, regulations, and Company policies.
• Identify compliance risks and take actions necessary to eliminate or minimize risks.
• Champion, within the organization, a commitment to honesty, integrity, and responsible corporate behavior.
• Create a compliance culture within the organization and foster an environment where employees feel comfortable reporting potential violations or misconduct.

 

EDUCATION/EXPERIENCE

• Graduate degree in business from a top tier program and bachelors degree in quantitative field (Accounting, Finance, Business, Economics, Marketing, or Mathematics) required; concentration in Marketing or Analytic Marketing preferred
• Gaming industry experience helpful but not required; broad marketing experience in a company driven by analyt