Director of CRM

We’re always looking for talent that believes in having fun. At PENN Entertainment, you’ll get to be a part of an exciting industry, where the days and nights are fast paced. You’ll work with an incredibly diverse set of co-workers driven by their enthusiasm for helping people find and have more fun. You’ll also get to work at a company that cares about your career growth and will help you get the support you need to expand your possibilities. 

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• Responsible for directing the overall operations and staff of the CRM team. Develops, implements and manages operational goals and monitors achievements of performance and profit objectives.
• Leads the development, execution and management of the CRM strategy. This includes but not limited to the development and execution of omni channel loyalty marketing and CRM initiatives to optimize acquisition, retention, win-back, dynamic personalization and promotional strategies.
• Defines combined functionality of new and existing marketing channels.  Develops realistic and executable road maps for successful function.
• Oversees strategic planning and creation of CRM campaigns in near real time communication through multiple channels.
• Ensures that scheduling is done in an effective and efficient manner, while maintaining labor costs, meeting staffing objectives and achieving guest satisfaction.
• Responsible for preparing, monitoring and adhering to budgets and ensuring compliance to departmental budget initiatives. Reports budget concerns / deviations to Executive Management.
• Enthusiastically supports, actively promotes, and demonstrates superior customer service in accordance with department and company standards and programs.  Ensures customer service standards are followed by all team members and addresses issues as they arise. 
• Serves as a positive and innovative ambassador for CRM team. Implements innovative business trends to ensure campaign success.
• Works closely with Corporate IT to supervise data flows, upgrades, testing, troubleshooting and version control of the CRM platform and business intelligence tools.
• Ensures offers are pushed out successfully by CRM time in real time.
• Monitors competitor CRM and loyalty programs and proactively implements positive changes into current CRM strategy. Continuously improves program performance, player value, and profitability by testing and adopting best practices in real time.
• Analyzes customer data, defines actionable segments and creates targeted lifetime value/customer life-cycle engagement campaigns and programs.
• Responsible for overall retained player marketing initiatives; player retention & re-engagement; promotion and bonus campaign planning and execution (ROI analysis); executing, reporting, and iterating marcomms plan (incl player bonus liability); content and creative management; and holistic marcomms omni-channel management (email, website, SMS, push, player inbox, phone, direct mail, and social).
• Works closely with the VP Marketing to develop and enhance KPIs to manage and support the success of the CRM marketing channels, campaigns, and programs.
• Works closely with the marketing analytics team to build and monitor dashboards to track and optimize CRM channel performance.
• Responsible for ensuring the compliance with all regulatory compliance within area of responsibility and reporting potential issues to Executive Management.

• Bachelor’s degree (B.A./B.S.) in Marketing or related field from a four-year college or university; or at least five years progressive experience in channel marketing; or equivalent combination of education and experience. Must have at least three years of Digital Commerce experience in B2C and/or B2B models.  Leadership experience required.
• Must have the ability to quickly adapt to new concepts.
• Must be proactive and have the ability to quickly pivot between campaigns and projects in real time.
• Must have technical proficiency and knowledge in Microsoft applications (Word, Excel, and Outlook). Must have hands on experience with multiple CRM tools (Salesforce Cloud, Tableau, etc.).
• Ability to meet deadlines and effectively manage multiple priorities in a demanding work environment.
• Must have excellent time management skills.
• Must be detailed oriented and organized.
• Must have knowledge of customer retention, product, and marketing acumen.
• Must have excellent verbal and written communication skills.
• Must have strong presentation and client interface skills.
• Must have strong problem solving and analytical skills.
• Must be able to meet deadlines and to work under the pressure of short time constraints.
• Must have extensive knowledge of Email Service Providers. Advanced experience with relational databases and SQL programming is required.  Experience with the SQL and a variety of campaign management tools is preferred.
• Must have comprehensive knowledge of CRM systems and processes (included but limited to email, SMS, onsite messaging, push notifications, etc.).
• Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the general public.
• Must have the ability to interact with guests, staff and colleagues and resolve problems and conflicts in a diplomatic and tactful manner.
• Must have demonstrated ability to drive results.
• Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals.  Ability to compute rate, ratio, and percent and to draw and interpret bar graphs.

SUPERVISORY RESPONSIBILITIES                                                     

This job will have supervisory responsibilities.

• Responsible for staff development and training programs.
• Responsible for rewards and recognition program to maximize employee engagement.
• Evaluates team members within department and delivers constructive feedback to employees in regards to performance.
• Determines recommendation for staffing (including interviewing and hiring) and scheduling (planning, assigning and directing work) to meet business needs.
• Determines work procedures and expedites workflow.
• Responsible for employee performance (disciplining, coaching, counseling).

LANGUAGE SKILLS

Ability to read and interpret documents in English, such as safety rules, operating and maintenance instructions and procedure manuals. Ability to read and communicate verbally in English. Written communication skills in in English may also be required.

REASONING ABILITY

Ability to apply commonsense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.

CERTIFICATES, LICENSES, REGISTRATIONS

Employee must be able to qualify for licenses and permits required by federal, state and local regulations.

Must successfully complete C.A.R.E or TIPS training.

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Equal Opportunity Employer