Director of Digital Marketing

Job description

Director of Digital Marketing to build a strategic, result driven, hands-on, and scale the overall digital marketing efforts across digital channels including web, mobile, SEO, SEM, paid media, social media, and email for Seneca Gaming Corporation and its subsidiary brands. The role has the opportunity to help shape SGC’s overall digital strategy to help drive measurable growth. Success of this role will require strong collaboration and coordination with the broader marketing organization, internal stakeholders, senior leadership team, and external partners to ensure a cohesive brand presence and holistic success. The ideal candidate will have a proven track record in creating and implementing consistent digital presence, driving web traffic and online revenue, establishing and improving customer engagement. The ideal candidate will have a strong understanding of various digital channels, strong analytical skills to measure campaign performance, manage departmental budgets, lead and motivate their team, and align digital strategy with company’s objective. All duties are to be performed within the guidelines of the Seneca Gaming Corporation’s policies and procedures, Internal Control Standards and objectives. ESSENTIAL FUNCTIONS AND RESPONSIBILITIES: 1. Develop and execute comprehensive digital marketing strategies for SGC and its brands that align with the overall business goals including driving online revenue, increase website traffic, enhance brand awareness, improve the usage of mobile app, generate leads, and build strong engagement with customers. 2. Help establish SGC’s digital marketing foundation including resources, tools, processes, workflows and playbooks. 3. Guide the execution across digital channels including website, mobile app, email, social media, SEO, SEM, paid media to ensure brand consistency and campaign effectiveness. 4. Implement and analyze data from digital marketing tools including but not limited to Google Analytics to measure campaign effectiveness and identify areas for improvement. Leverage findings to drive continuous improvement and ROI. 5. Oversee A/B testing and apply learnings to refine content and spend. 6. Work closely with the rest of the marketing team to ensure the digital strategies align with corporate and each brand’s unique goals and identity. 7. Manage budget effectively to allocate resources across various channels to maximize ROI. 8. Hire, train, and coach a digital marketing team to provide guidance and feedback 9. Partner with external digital agencies to execute high-impact campaigns 10. Collaborate with internal stakeholders including hotels, IT, Operations ensuring seamless integration of digital marketing strategies with broader business initiatives 11. Stay up to date with the evolving digital marketing landscape by monitoring market trends, competitors, and new developments in algorithms, platforms, and strategies to ensure relevance and effectiveness STANDARD REQUIREMENTS: 1. Develops, mentors and trains enrolled Seneca Nation members for future senior management positions within the company. 2. Oversees departmental administrative matters and ensures HR is consulted as appropriate. Meets with staff on a regular basis and with entire department no less than three (3) times per year. 3. Ensures effective recruitment, hiring, training, recognition, evaluation, coaching and discipline, terminations and other personnel related issues. 4. Responsible for ensuring the department adheres to all company policies and internal controls, including but not limited to Compact, Human Resources, TERO compliance guidelines and purchasing. 5. Prepares the annual budget and monitors to ensure attainment of goals. Manages labor and scheduling to ensure adequate coverage at all times while minimizing overtime. 6. Liaise with other department/company management to ensure consistency and smooth flow of information, policies and procedures. 7. Maintains a strong network of contacts throughout the industry to facilitate both formal and informal gathering of information. 8. Runs the department and design policies and training that result in exceptional customer service to all patrons. Maintains a professional work environment with supervisors, managers and staff. 9. Keeps abreast of industry trends, new technology and practices as they relate to his/her area(s) of responsibility. 10. Must complete all required SGC Training programs within nine (9) months from commencement of employment. 11. Attends all necessary meetings to stay informed; including company and community meetings. 12. Oversees an operation that is 24/7 and requires hours that can extend up to sixty (60) hours per week or more, and be inclusive of work weeks that consist of six (6) or seven (7) days. This individual is on-call and requires accessibility 24/7. 13. Perform any other duties as assigned. QUALIFICATIONS/REQUIREMENTS: Education/Experience: 1. Must be 18 years of age or older upon employment. 2. Bachelor’s Degree in Marketing, Advertising or relevant Marketing degree is required. 3. Minimum ten (10) years of progressive experience in digital marketing with a strong track record in SEO, SEM, Paid Media, Email marketing. 4. Minimum five (5) years in a leadership role. 5. Proven experience in leveraging digital marketing channels to promote brands, products, and services. 6. Deep understanding of web and mobile development and implementation. 7. Experience in A/B testing. 8. Experience in managing external digital agencies. 9. Strong analytical skills and can analyze reports, find trends, and leverage findings to optimize strategies, revenue and grow brand presence. 10. Demonstrated passion for digital marketing, social media, consumer trends, and online consumer behavior. 11. Ability to thrive in fast-paced, constantly evolving work environments. 12. Proficient in key digital platforms such as Google Ads, Google Analytics, HubSpot, and Salesforce. 13. Excellent communication skills with a proven ability to collaborate effectively across cross-functional teams. 14. Strong project management capabilities with attention to detail and deadlines. 15. Prior experience in the hospitality industry strongly preferred. 16. Experience in the gaming industry is highly desirable. 17. Background in agency environments is strongly preferred. Language Skills and Reasoning Ability: 1. Ability to write routine correspondence and to speak effectively to the public, employees and customers. 2. Ability to define problems, collect data, establish facts and draw valid conclusions. 3. Must have the ability to deal effectively and interact well with the customers and employees. 4. Must have the ability to resolve problems/conflicts in a diplomatic and tactful manner. Physical Requirements and Work Environment: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The noise level in the work environment is usually moderately loud. When on the casino floor, the noise levels increase to loud. Must be able to work in an environment where smoking is permitted. 1. Must be able to effectively understand and communicate to candidates and employees. 2. Must be able to stand, walk, and move through all areas of the casino. 3. Maintain physical stamina and proper mental attitude to work under pressure in a fast-paced, casino environment and effectively deal with customers, management, employees, and members of the business community in all situations. Salary Starting Rate: $106,317.06 Compensation is negotiable based on experience and education. Each position has varying minimum qualifications. In the absence of fully qualified candidates, some requirements may be waived.