Manager, Marketing Analytics

Summary Statement:

The Manager, Marketing Analytics is responsible for leading analytical projects supporting the Database Marketing team. This position requires driving to completion multiple simultaneous analytical projects as assigned by the Director of Database Marketing, including analyses to evaluate various aspects of existing database marketing programs, and analyses aimed at improving the existing programs by refining customer segmentation, identifying growth opportunities, evaluating the impact of proposed changes in customer incentives and other aspects of the program, etc. This role is key in increasing revenue and profitability by continually identifying, evaluating, testing and implementing changes strengthening customer loyalty, increasing retention and promoting incremental customer spending. This is achieved through continual enhancement of our understanding of our customers’ behavior and its drivers and making changes to better tailor our offers and incentives to our customers’ preferences and needs. We optimize our database marketing offers to make them more relevant and appealing and drive the response rate of various offers, with the overarching goal of producing incremental revenue and profit. All duties are to be performed in accordance with departmental and Resorts World policies and procedures.

 

Core Job Responsibilities:

• At Resorts World Las Vegas, we believe that every member of our team is an ambassador and is essential to the success of our company. We expect all Team Members to take personal ownership in ensuring everything they do is in the best interest of the company and that all will adhere to our five core non-negotiable responsibilities.
• Everyone is an Ambassador–No matter where you work at Resorts World Las Vegas, it is your responsibility to treat this property like you would your own home. No one gets hurt, everyone feels secure, the environment is clean, and every guest gets what they need.
• Everyone works in Safety–If you have a safety concern, it is your responsibility to address it by correcting it or notifying the appropriate department or individual.
• Everyone works in Security–If you See Something, it is your responsibility to Say Something. You must notify the appropriate department or individual if you feel there is a security concern.
• Everyone works in EVS–If there is trash on the floor, it is your responsibility to pick it up. If it is a mess that needs more attention, it is your responsibility to notify the appropriate department or individual.
• Everyone works in Guest Experience–If a guest needs assistance, it is your responsibility to assist that guest and do so with a smile. If the guest needs more assistance than you can provide, it is your responsibility to notify the appropriate department or individual.
  

Primary Job Duties: Include, but is not limited to:

• Partners with the Director of Database Marketing on all marketing analytics initiatives supporting existing database marketing programs.
• Partners with the Director of Database Marketing in identifying and evaluating opportunities to make changes in the existing database marketing / loyalty marketing programs aimed at driving incremental revenue, stronger retention, better offer personalization etc.
• Ensures accuracy and timely completion of all ad-hoc analyses and reports.
• Effectively leads to completion with minimal guidance both well-defined analyses, and exploratory analytical projects requiring formulating and testing hypotheses as the analysis progresses.
• Effectively communicates with the Director of Database Marketing in the course of performing these projects to provide key updates, propose additional analyses, review hypotheses, etc.
• Effectively balances the need to timely complete complex analyses with the need to explore additional hypotheses as they become apparent. Proficiently prioritizes emerging directions of analyses based on their impact on the overarching objective and practical relevance.
• Prepares and analyzes reports as needed to assess historical performance of various marketing programs, assess the impact of various changes, etc.
• Designs and evaluates A/B tests to evaluate performance of various proposed changes in the existing database/loyalty marketing programs.
• Provides recommendations and designs mathematically sound analyses to evaluate concurrent A/B tests or other changes in the database/loyalty marketing programs.
• Collaborates with property stakeholders to understand and create solutions for their business and analytical needs.
• Adapts quickly and effectively to procedural changes; assists with other special projects.
• Proactively learns the business across functional areas.
• Develop relationships with property leaders to ensure strong communication between the Database Marketing team and operating departments.
• Adheres to strict levels of confidentiality of financial, customer and other proprietary information.
• Creates a work environment that supports our core values, and promotes integrity, teamwork, performance, recognition, mutual respect and employee satisfaction.
• Obtain and maintain position-specific licensing.
• Use personal device/cellular phone for job related operational tasks, job duties, review of company documents, etc.
• Other duties as assigned.

Qualifications: Required:

• At least 4 years of progressive experience in database marketing, customer analytics, direct marketing, CRM, marketing analytics or related areas.
• Demonstrated hands-on experience of building and maintaining complex statistical models for marketing applications, for example customer lifetime value modeling, advanced customer segmentation, predictive models for database/direct marketing, etc.
• Bachelor’s degree in mathematics, Statistics, Marketing, Finance, Business, Analytics, or a related field.
• Strong understanding of statistical analysis and modeling.
• Strong working knowledge of SPSS (preferred), SAS or another advanced statistical modeling platform.
• Strong working knowledge of Microsoft Office.
• Advanced working knowledge of Microsoft Excel.
• Advanced working knowledge of SQL.
• Strong mathematical and statistical acumen.
• The key skillset for this role is the ability to independently identify and apply sound mathematical and statistical frameworks to a broad spectrum of business problems (most, but not all of which center around various database marketing initiatives) and get analytical answers that are mathematically sound. For instance, A/B tests rarely produce the same KPIs for both groups, but does this mean that there is statistically significant difference in their performance in a particular test? Etc.
• Strong knowledge of key statistical concepts and mathematical frameworks used in customer analytics; experience in independently identifying the correct framework for the task, applying it, and interpreting the results. Examples: Chi square test, conjoint analysis, confidence intervals, non-linear regression models, stratified sampling and analysis, etc.
• Must be flexible if needed for occasional work outside of normal business hours and to work varied shifts, including weekends and holidays.
• Ability to obtain & maintain full knowledge and understanding of company and department rules and regulations, policies and procedures.
• Ability to effectively communicate in English, both in written and verbal forms.
• Polished appearance and demeanor.
• Excellent customer service skills.
• At least 18 years of age.

Preferred:

• MBA or MS degree with mathematical, statistical, or other quantitative orientation.
• Previous experience in gaming.
• Previous hands-on experience with large customer loyalty programs in gaming, leisure travel, hospitality and similar industries.
• At least 2 years of experience leading and mentoring a team.
• Previous experience with business intelligence reporting software.
• Previous experience working in a large, luxury resort setting.

 

At Resorts World Las Vegas, we believe that every member of our team is an ambassador and is essential to the success of our company. We expect all Team Members to take personal ownership in ensuring everything they do is in the best interest of the company and that all will adhere to our five core non-negotiable responsibilities.

• Everyone is an Ambassador–No matter where you work at Resorts World Las Vegas, it is your responsibility to treat this property like you would your own home. No one gets hurt, everyone feels secure, the environment is clean, and every guest gets what they need.
• Everyone works in Safety–If you have a safety concern, it is your responsibility to address it by correcting it or notifying the appropriate department or individual.
• Everyone works in Security–If you See Something, it is your responsibility to Say Something. You must notify the appropriate department or individual if you feel there is a security concern.
• Everyone works in EVS–If there is trash on the floor, it is your responsibility to pick it up. If it is a mess that needs more attention, it is your responsibility to notify the appropriate department or individual.
• Everyone works in Guest Experience–If a guest needs assistance, it is your responsibility to assist that guest and do so with a smile. If the guest needs more assistance than you can provide, it is your responsibility to notify the appropriate department or individual.