Gaming Enterprise
Digital Marketing Manager
Gaming Enterprise, Prior Lake, Minnesota, United States, 55372
This role is focused on managing the digital marketing, web, mobile and social casino strategy for theSMSC Gaming Enterprise, with an emphasis on building best-in-class digital marketing programs thatdrive business results. As the leader of the digital marketing team, this role will require expertise inAdobe Experience Manager, Adobe Target, Adobe Analytics and a working knowledge of other Adobeplatforms like Workfront and Adobe Journey Optimizer. This position is responsible for helping toarchitect the evolution of the enterprise’s digital marketing capabilities while providing mentorshipand leadership to the digital strategy and web development teams. This leader will be focused onbusiness objectives related to gaming, hotel, entertainment, food and beverage, loyalty, and talentacquisition.
Primary Job Duties
• Develops, maintains and manages the execution of the digital marketing strategy for MysticLake Casino Hotel and Little Six Casino, including site architecture, measurement andanalytics, SEO, push and SMS.• Manages social gaming platform with an emphasis on mobile marketing campaigns to driveuser acquisition, retention and monetization for Mystic Lake’s social casino.• Develops, delivers and tracks performance goals and digital KPI's.• Develops, maintains and manages the execution of marketing attribution and measurementsstrategies using data analytics and modeling to idenitfy and address opportunities to improveperformance.• Manages the full lifecycle (strategy, design, engineering, acquisition, testing, reporting) of e\u0002commerce and digital product platforms (ie., websites, mobile applications).• Spearheads creative development and program execution with internal marketing team,partners and agency vendors.• Apply market research and development methods to account for emerging trends andtechnologies in the digital media, web and mobile space.• Oversee online competitor presence/perceptions, plus overall brand sentiment on web anddigital properties.• Helps define the marketing technology stack to increase automation and personalizationcapabilities that enhance communication efforts across customer journeys.• A lead liaison between marketing, IT and agency partners when investigating andimplementing new technologies and solutions that help drive efficiency, revenue andcustomer engagement.• Manages all e-commerce and digital product platforms for both properties such as websitesand mobile applications, including strategy, design, engineering, acquisition, testing andreporting.
• Collaborates with internal marketing teams to optimize and execute strategies developed incontext of channel best practices based on KPIs
Reflects MINIMUM EDUCATION, TRAINING, CERTIFICATION and EXPERIENCE required in order to meet theexpectation of this job:
• Bachelor’s degree in business, marketing or related field.• 6+ years of experience in marketing and 3+ years experience with direct people leadership.• 3+ years experience working with Adobe Experience Manager, Adobe Analystics and Adobe Targetstrongly preferred.• Proven success with managing a digital portfolio of website application properties, developing andimplementing digital marketing strategies that drive measurable results and leading digital marketing,web development and marketing automation programs.• Strong familiarity with digital marketing best practices.• Mastery of digital marketing methodology including experience with digital media, data-drivenanalysis, data/analytics dashboards and tools.• Experience with automated communication journeys leveraging email, landing pages, SMS, retargeting,push notifications and more within a marketing automation tool and web content managementsystem. Experience with Adobe CDP/AEP strongly preferred.• Demonstrated experience leading a digital marketing team in a corporate or agency environment usingan enterprise-level content management system for the purpose of marketing and/or e-commerce.Experience with Adobe Workfront strongly preferred.• Proven ability to analyze data, identify trends and present key findings (quantitative and analytic skills)and then apply to future programs.• Outstanding interpersonal skills, including a proven ability to work across different audiences,personalities and experience levels.• Creative, responsible, high-energy, eager to work with other departments to support their marketingneeds.• Excellent organization and project management skills.Competencies:• Subject Matter Expert in digital marketing.• Exceptional partnership and interpersonal skills – including the ability to work inter-departmentally,provide strategic marketing counsel to various stakeholders, proactively communicate and takedecisive action.• Intellectually curious with a passion for digital on how to elevate brands with marketing thoughtleadership and best practices.• Extraordinary communicator with a knack for data, creative and how to use various platforms forstrategic messaging.• Ability to manage changing requirements as well as multiple overlapping projects at one time and tohelp the team organize themselves to do so as well.
Leadership Competencies:• A proven people leader with success building and leading high performing teams. Act as a leader ofchange and innovation across the business.
• Skilled in proactively assessing organizational performance and aligning solutions with strategic andcultural initiatives.• Demonstrated success of strong relationship management and team building skills, with ability toinfluence leaders and team members at all levels within the greater organization. Experience withchange management and rolling out small- and large-scale initiatives.• Outstanding written, verbal, interpersonal, coaching and presentation skills with the ability to tailormessaging to the audience• Strong collaborator who influences effectively with a variety of internal and external stakeholders at alllevels
Primary Job Duties
• Develops, maintains and manages the execution of the digital marketing strategy for MysticLake Casino Hotel and Little Six Casino, including site architecture, measurement andanalytics, SEO, push and SMS.• Manages social gaming platform with an emphasis on mobile marketing campaigns to driveuser acquisition, retention and monetization for Mystic Lake’s social casino.• Develops, delivers and tracks performance goals and digital KPI's.• Develops, maintains and manages the execution of marketing attribution and measurementsstrategies using data analytics and modeling to idenitfy and address opportunities to improveperformance.• Manages the full lifecycle (strategy, design, engineering, acquisition, testing, reporting) of e\u0002commerce and digital product platforms (ie., websites, mobile applications).• Spearheads creative development and program execution with internal marketing team,partners and agency vendors.• Apply market research and development methods to account for emerging trends andtechnologies in the digital media, web and mobile space.• Oversee online competitor presence/perceptions, plus overall brand sentiment on web anddigital properties.• Helps define the marketing technology stack to increase automation and personalizationcapabilities that enhance communication efforts across customer journeys.• A lead liaison between marketing, IT and agency partners when investigating andimplementing new technologies and solutions that help drive efficiency, revenue andcustomer engagement.• Manages all e-commerce and digital product platforms for both properties such as websitesand mobile applications, including strategy, design, engineering, acquisition, testing andreporting.
• Collaborates with internal marketing teams to optimize and execute strategies developed incontext of channel best practices based on KPIs
Reflects MINIMUM EDUCATION, TRAINING, CERTIFICATION and EXPERIENCE required in order to meet theexpectation of this job:
• Bachelor’s degree in business, marketing or related field.• 6+ years of experience in marketing and 3+ years experience with direct people leadership.• 3+ years experience working with Adobe Experience Manager, Adobe Analystics and Adobe Targetstrongly preferred.• Proven success with managing a digital portfolio of website application properties, developing andimplementing digital marketing strategies that drive measurable results and leading digital marketing,web development and marketing automation programs.• Strong familiarity with digital marketing best practices.• Mastery of digital marketing methodology including experience with digital media, data-drivenanalysis, data/analytics dashboards and tools.• Experience with automated communication journeys leveraging email, landing pages, SMS, retargeting,push notifications and more within a marketing automation tool and web content managementsystem. Experience with Adobe CDP/AEP strongly preferred.• Demonstrated experience leading a digital marketing team in a corporate or agency environment usingan enterprise-level content management system for the purpose of marketing and/or e-commerce.Experience with Adobe Workfront strongly preferred.• Proven ability to analyze data, identify trends and present key findings (quantitative and analytic skills)and then apply to future programs.• Outstanding interpersonal skills, including a proven ability to work across different audiences,personalities and experience levels.• Creative, responsible, high-energy, eager to work with other departments to support their marketingneeds.• Excellent organization and project management skills.Competencies:• Subject Matter Expert in digital marketing.• Exceptional partnership and interpersonal skills – including the ability to work inter-departmentally,provide strategic marketing counsel to various stakeholders, proactively communicate and takedecisive action.• Intellectually curious with a passion for digital on how to elevate brands with marketing thoughtleadership and best practices.• Extraordinary communicator with a knack for data, creative and how to use various platforms forstrategic messaging.• Ability to manage changing requirements as well as multiple overlapping projects at one time and tohelp the team organize themselves to do so as well.
Leadership Competencies:• A proven people leader with success building and leading high performing teams. Act as a leader ofchange and innovation across the business.
• Skilled in proactively assessing organizational performance and aligning solutions with strategic andcultural initiatives.• Demonstrated success of strong relationship management and team building skills, with ability toinfluence leaders and team members at all levels within the greater organization. Experience withchange management and rolling out small- and large-scale initiatives.• Outstanding written, verbal, interpersonal, coaching and presentation skills with the ability to tailormessaging to the audience• Strong collaborator who influences effectively with a variety of internal and external stakeholders at alllevels