Vice President - Relationship Marketing

Why Bally's?

Bally’s Corporation is a global casino-entertainment company with a growing omni-channel presence, currently owning and managing 15 casinos across 10 states, a golf course in New York, a horse racetrack in Colorado, and having access to OSB licenses in 18 states. The recent acquisition of Aspers Casino in Newcastle, UK, further expands its international footprint and enhances its diverse entertainment offerings. It also owns Bally’s Interactive International, formerly Gamesys Group, a leading, global, interactive gaming operator, Bally Bet, a first-in-class sports betting platform, and Bally Casino, a growing iCasino platform.

With 10,600 employees, the Company’s casino operations include approximately 15,300 slot machines, 580 table games, and 3,800 hotel rooms. Bally’s also has rights to developable land in Las Vegas post the closure of the Tropicana.

Upon completion of the announced merger with The Queen Casino & Entertainment Inc. (“Queen”), the above portfolio is expected to be supplemented with four additional casinos across three states, one of which will be an additional state that expands Bally’s jurisdiction of operations to include the state of Iowa. Queen will also add over 900 employees, and operations that currently include approximately 2,400 slot machines, 50 table games, and 150 hotel rooms to the Bally’s portfolio. Bally’s will also become the successor of Queen’s significant economic stake in a global lottery management and services business through its investment in Intralot S.A. (ATSE: INLOT).

 

The Role:

Establishes and executes Relationship Marketing strategy for VIP marketing teams at the Bally’s Atlantic City property.

Responsibilities:

• Lead the overall Marketing team and corporate initiatives across property and in coordination with the portfolio
• Responsible for setting, maintaining and reviewing host goals, included but not limited to telemarketing, touchpoints, theoretical win, new players, reactivation rates, competitive lists
• Maintain hosts coding criteria for property, identifies opportunities to code customers to sales team
• Develop, maintain and oversees the Relationship Marketing incentive compensation strategy
• Responsible for driving outbound sales programming, including telemarketing, email, text, VIP direct mail, and reviewing results/expectations with sales team
• Coordinate with International Casino Marketing team which includes relationships with junket, independent reps and outside hosts
• Works with corporate marketing team to identify and execute marketing opportunities
• Fosters close working relationships with corporate and divisional casino marketing leadership to execute marketing strategies that achieve property initiatives and strengthen brand value.
• Keeps abreast of competitors’ gaming customer programs and monitor effectiveness.
• Develops and executes premium player marketing programs that increase market share and profitability while complying with all regulations.
• Utilizes market research, tools and methods to determine effectiveness of marketing strategies.
• Reviews and analyzes activities, costs, operations, and forecast data to determine progress toward stated goals and objectives.
• Establishes and maintains good will of premium players based upon personal interaction.
• Greets and hosts customers, ensuring high standards of courtesy, friendliness, and hospitable attitudes are maintained by all employees.
• Assists customers with procedures for establishing check cashing, reservation, and comp privileges as appropriate.
• Develops new premium player patronage through personalized service to high limit players.
• Analyzes sources of business and factors that affect non-rated play and evaluate methods of efficiently producing traffic.
• Actively pursues contacts in the marketplace which can produce new ideas for on-going special events and promotions.
• Maintains awareness of changes in the marketplace which may impact events and programs.
• Determines and issues various forms of reinvestment based on gaming activity.
• Works collaboratively to achieve property/corporate initiatives while providing insight into local dynamics.

• Performs periodical performance reviews of Relationship Marketing management across the Bally’s portfolio.
• Other Duties as assigned

Qualifications:

• Strong customer service and customer focus abilities
• Able to work with multiple teams, solicit feedback, guide and hold employees responsible
• Strong communication and organizational skills.
• Creative, innovative problem-solving skills.
• Ability to develop working relationships with peers and coordinate activities with operating departments.
• Ability to analyze competitive information and i