VP of Marketing & Creative Services

Description:

Summary:

Reports to the SVP of Creative & Brand Marketing for Golden Entertainment. Responsible for the strategy, oversight and execution of all marketing activities within the Creative and Digital Marketing divisions and marketing agencies, including internal teams and external agencies. Works closely in partnership with casino-resort and tavern marketing and operations teams for planning, implementation and evaluation of marketing campaigns and initiatives.

Essential Functions and Responsibilities:

• Hire, train, develop, measure performance, coaching and progressive discipline of division's leadership team members
• Develop, implement, execute, and achieve long and short-term divisional business strategies through creative and strategic marketing plans and initiatives
• Formulate and operate within annual marketing plan, marketing budget, operating budget, and capital budget to accomplish goals and objectives
• Conduct ongoing analysis of financial reports to monitor the profitability and expenses of the business and marketing divisions, and take appropriate action by creating and implementing strategies and tactics to improve profitability
• Develop and implement staffing and internal training plans that provide divisional leadership appropriate labor to meet performance and budget expectations
• Develop and implement internal organizational structures, processes and procedures to ensure efficient and effective scope of workflow, from job initiation to revision, approval, trafficking, production and delivery steps
• Effectively partner with property and corporate marketing teams, and other operational stakeholders, to define key strategies, appropriate message-delivery channels and positioning, measurable objectives, and appropriate metrics and analytic measurement tools
• Develop and execute omnichannel strategies to expand brand and promotional communication using multiple marketing channels, including but not limited to web, mobile, social media, mobile app, streaming/OTT media, and traditional media outlets (TV, radio, print, OOH).
• Apply Search Engine Marketing and Search Engine Optimization tools best practices, interpreting and reporting digital analytics, and integrating these capabilities alongside pertinent vendors into marketing campaigns
• Manage search, paid search, social media and other digital marketing activities to support ecommerce awareness and profitability goals
• Attend, conduct and monitor meetings with marketing agencies, vendors, and other affiliated marketing, production, media or PR teams
• Maintain and report on monthly and annual expense estimates for payroll and marketing expenses, including regular P&L reporting, annual budget adherence and annual budget preparation
• Submit vendor expense invoices, credit card receipts and department expense reports timely and in accordance with company policy to department head, Finance, Accounts Payable and other applicable teams on a recurrent basis
• Evaluate emerging media, social media, monitoring and other technologies and provide recommendations for adoption, where appropriate
• Manage external vendor relationships such as agencies, print houses, media outlets and freelancers, to create, execute, and analyze multiple traditional and digital media campaigns across major search engines and media platforms
• Continuously improve digital and social media ad performance and engagement through testing and analysis for multiple platforms, accounts and brands
• Represent company at user groups, industry conferences, professional organizations, and other current and new business development opportunities
• Ensure department efficiency and rectify any issues that deter work from being completed at a high level and on deadline, including regular check-ins with team members
• Ability to manage marketing staff with different schedule types and schedule shifts, including onsite, remote and hybrid workers
• Consistently meet with property decision-makers and develop open and effective communication to ensure property teams feel valued and receive above-expectation in-house agency service
• Act as a liaison between in-house agency and property and corporate executives regarding questions and concerns involving creative design, project account management and performance
• Participate in development of department goals related to marketing and business goals and performance metrics, and regularly evaluate, report on and coach team performances
• Ensure staff is producing creative product consistent with brand standards, targeted audiences, business needs and overall department expectations
• Assure timely and informative communication between team and property clients, through effective and professional email, chat, mobile, phone and in-person communications
• Participate in the process of concepting creative in all mediums when required, including but not limited to direct mail, email, mobile app and social, signage, traditional media placements, website ads, on-property and in-room collateral
• Assist business groups in maintaining, reviewing and updating websites for corporate office, casino-resort and tavern business, using a variety of vendors including web development agencies and YEXT, alongside internal department, property marketing and IT teams
• Develop leadership proficiency in web-based job-management software including self-service, minor website updates and external vendor management
• Ensure compliance and assigned training completion with all applicable gaming laws and company internal controls, policies and procedures, Title 31, and federal regulations, as they apply to the position and for direct reports
• Provide outstanding guest service in a timely manner to both guests and fellow team members that meets the company's guest service culture standards
• Perform other duties as assigned

Requirements:

Qualifications

• Strong communication skills including planning and conducting one-on-one, small group and large group meetings
• Proven experience managing a team of creative staff, including but not limited to graphic and multimedia designers
• Proven experience managing a team of marketing services staff, including but not limited to account coordinators and production coordinators
• Background in process development and improvements as it relates to a marketing/advertising team, including project workflows from intake to completion, vendor management and client communications
• Background in media and digital media marketing planning and strategy, including professional knowledge of all major marketing campaign mediums
• A thorough understanding of the creative services industry and expertise in all areas of creative design, copywriting, account service and production including print, outdoor, broadcast, interactive, web, video, and motion graphics
• Previous experience working in fast-paced department managing multiple projects at the same time while maintaining a positive and engaging work environment for internal staff, partner teams and vendors
• Social media consumer engagement experience, including monitoring, analytics, and reputation management
• Professional public relations experience including press releases, media kits, media tours, media pitches and crisis communications management
• Strong interpersonal leadership skills and creative thinking with experience leading operational stakeholders to the development of innovative marketing campaign strategies
• Ability to track and communicate ongoing and completed projects and tasks in a clear, efficient and timely manager year-round, and advise on and adjust to year-over-year or other emerging trends
• Self-motivated and self-directed leader who analyzes data and other situational evaluation points to generate viable suggestions, ideas and courses of action
• Demonstrated experience with marketing casino-resorts and/or taverns (gaming, hospitality industry) is preferred
• Must be at least 21 years of age
• High school diploma or equivalent required
• Bachelor's degree required, and preferably in marketing, advertising, communications or other related fields of study
• Ability to effectively communicate in English, both written and verbal
• Obtain and maintain all work cards as required by the company
• Verification of right to work in the United States required

Work Cards

• Nevada Gaming License

Physical Requirements

• Vision, speech, hearing, and literacy (critical)
• Sit at a desk, table, or work station (over 75% of the time)
• Work for sustained periods of time maintaining concentrated attention to detail

Work Environment Potential Conditions

• Indoor office environment
• Occasionally required to be onsite for work events at casino-resort and tavern locations
• Occasionally required to be onsite for work at entertainment venues or other offsite locations

Disclaimer

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified. Other duties, responsibilities, and activities may change or be assigned at any time with or without notice. Must be able to perform the essential functions of the position with or without reasonable accommodation.