The Director of Interactive Brand Activation spearheads the omnichannel experience for our guests across our online, sportsbook, and casino resort product lines. Through collaboration and partnership with our Penn Interactive division & Barstool Sports, this role will oversee and execute the customer engagement strategy which seamlessly links our online and traditional channels. The director will blend the art of brand marketing and scientific direct response techniques to drive additional engagement across the portfolio leveraging digital tools, social media, and on-property live events.
An individual could be successful if they possess the following.
Your daily responsibilities include
ESSENTIAL DUTIES AND RESPONSIBILITIES
Creates interactive brand activation plans and campaigns that perpetuate and accentuate customer engagement.
Exhibits knowledge and interest in online gaming and sports betting to best create engagement strategies for known affiliated guest demographics.
Accountable for driving cross-conversion between retail sports and online sports book.
Develops comprehensive event calendars leveraging digital and traditional methods.
Oversees and actively participates in campaign / event execution with a focus on growing new business and creating loyalty with existing customers.
Leverages interactive databases, partnerships, and events to create brand enhancing programming to drive trial and excitement to our casinos.
Plans and directs coordination of on premise events, ensuring accurate execution of comprehensive brand activations to maximize impact.
Develops KPIs to measure success including sign-ups, event attendance, revenues, conversion rates, etc…
Collaborates with and leads cross-functional teams in order to achieve agreed upon strategic results & KPIs.
Serves as a liaison between Penn corporate marketing, property marketing, and Penn Interactive.
Partners with properties, Penn Interactive, and Barstool Sports to effectively promote and market events.
Manages and interprets performance results and utilizes data to refine future experiences.
Identifies compliance risks and takes actions necessary to eliminate or minimize risks.
Identifies operational processes and procedures to enhance guest experiences and Penn National Brand affiliation including cross-property and online offerings.
Stays current, knowledgeable, and abreast of the latest in industry trends, technology, and techniques.
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.
Continuously maintains knowledge and understanding of gaming markets in which Penn National properties are located.
Responsible for ensuring the compliance with all regulatory compliance within area of responsibility and reporting potential issues to executive management.
Maintains strict confidentiality in all departmental and Company matters.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Must be at least 21 years of age.
Bachelor’s degree (B.A./B.S.) from a four-year college or university in business, events, public relations, marketing, or related field; five or more years of experience in a database marketing leadership role; or equivalent combination of education and experience. Experience leading social media, digital marketing, special events, promotions, database marketing, and casino marketing or relative functional area preferred.
Knowledge of the casino industry, including technology, products and services offered in a multi-jurisdictional environment required.
High energy and motivated to push initiatives forward through collaboration
Ability to travel to casinos for event execution
An affinity for sports betting and online gaming preferred
Ability to research, analyze, comprehend, and act upon information and be aware of the business environment in order to effectively manage areas of responsibility.
Understanding of promotion and event rules and compliance techniques.
Understanding of kiosk technology for guest promotions and offers.
Must have excellent communication skills, verbal and written.
Must have strong analytical and problem-solving skills with the ability to learn new processes and systems quickly.
Must be proficient in Microsoft applications (Excel, Word, PowerPoint, and Outlook). Advanced knowledge of Hotel property management system, gaming system, and other related technology tools highly preferred.
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.
Ability to work independently, identify problems, collect data, establish facts, and draw valid conclusions.
Ability to write reports and business correspondence.
Must have excellent organizational skills and be detailed oriented.
Must have the ability to lead teams and have project management experience.
Must have the ability to present information and respond to questions from groups of managers, employees, and guests.
Must have the ability to calculate figures and amounts such as discounts, interest, commissions, proportions and percentages.
Ability to respond to common inquiries or complaints from customers, regulatory agencies, or members of the business community.
Ability to effectively present information to top management, public groups, and/or boards of directors.
Must have the ability to interact with guests, staff and colleagues and resolve problems and conflicts in a diplomatic and tactful manner.
SUPERVISORY RESPONSIBILITIES
This job has 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.
PHYSICAL DEMANDS
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. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, the employee is regularly required to stand and use hands to finger, handle, or feel objects, tools, or controls. The employee frequently is required to reach with hands and arms and talk or hear.
Specific vision abilities required by this job include close vision, color vision, and peripheral vision.
The employee must regularly lift and/or move up to 10 pounds, frequently lift and/or move up to 25 pounds, and occasionally lift and/or move up to 50 pounds, and must have the ability to push, pull, reach, bend, twist, stoop, stack, crouch, kneel and balance when performing job duties in varying work areas such as confined spaces.
WORK ENVIRONMENT:
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 very loud.
Employee could be exposed to an environment containing unrestricted second hand tobacco smoke.
