Director, CRM
$142k - $192k USD
PENN Entertainment, Inc. is North America’s leading provider of integrated entertainment, sports content, and casino gaming experiences. From casinos and racetracks to online gaming, sports betting and entertainment content, we deliver the experiences people want, how and where they want them.
We’re always on the lookout for those who are passionate about creating and delivering cutting-edge online gaming and sports media products. Whether it’s through Hollywood Casino, theScore Bet Sportsbook, or theScore media app, we’re excited to push the boundaries of what’s possible. These state-of-the-art platforms are powered by proprietary in-house technology, a key component of PENN’s omnichannel gaming and entertainment strategy.
When you join PENN Entertainment’s digital team, you’ll not only work on these cutting-edge platforms through theScore and PENN Interactive, but you’ll also be part of a company that truly cares about your career growth. We’re committed to supporting you as you expand your skills and explore new opportunities.
With locations throughout North America, you can build a future at PENN Entertainment wherever you are. If you want to challenge conventions in gaming, media and entertainment, we want to talk to you.
About the Role & Team
The Director, Marketing is a key management position within the Penn Interactive Sportsbook and Online Casino Marketing team and is responsible for defining and executing end to end customer lifecycle strategies across all product verticals. In this role, you will define and execute CRM initiatives that deliver the right promotional offer to the right customer segment at the right time, using data driven insights and automation to drive personalized engagement and maximize customer lifetime.
Your goal is to increase the customer lifetime value (revenue, time, and profitability) through increased engagement and retention. You are data focused, which informs your strategic planning. You have proven capabilities in developing highly sophisticated personalization at scale, automation, strategic marketing & tech innovation, as well as the holistic marcomms omni-channel player experience given the ever evolving communication channels and development of a robust test & learn environment.
About the Work
- Lead the development, execution and management of the CRM strategy. Including automated segmented lifecycle campaigns that drive retention, loyalty, cross-sell, churn prevention, and win back across all channels
- Analyze customer data, defining actionable segments and creating targeted lifetime value/customer life-cycle engagement campaigns and programs
- Monitor competitor CRM and loyalty programs, testing and adopting best practices to continuously improve program performance, player value, and profitability
- Operational responsibility of retained player marketing initiatives; player retention & re-engagement; promotion and bonus campaign planning and execution (incl eROI analysis); executing, reporting, and iterating marcomms plan (incl player bonus liability); content and creative management; and holistic marcomms omni-channel management (email, website, SMS, push, player inbox, phone, direct mail, and social)
- Manage and scale the CRM Marketing team
- Develop and enhance KPIs for managing and assessing the success of the CRM marketing channels, campaigns, and programs
- Working closely with the marketing analytics team to build dynamic segmentation and build monitor dashboards to track and optimize CRM channel performance
- Proven expertise in Mobile CRM, email, push, and social best practices, supporting promo execution with seamless end to end UX.
- Other duties as required.
About You
- Bachelor’s degree (B.S./B.A.) in Business Administration, Marketing, or related field
- 8+years in a digital marketing CRM/lifecycle management role or equivalent combination of education, training and experience
- Adaptable, analytical thinker who can work both strategically as well as in a hands-on executional capacity
- Strong ability to manage simultaneous project streams and thrive in a fast-paced, evolving company environment.
- Innovative thinker who looks beyond the immediate competitive set for inspiration and ideas.
- Hands-on experience working with a variety of CRM tools
- Demonstrated leadership experience in regulated online gaming or e-commerce marketing not required, but highly regarded
- Excellent people management skills
- Ability to meet deadlines and to work under the pressure of short time constraints
- Must have technical proficiency and knowledge in Microsoft applications (Word, Excel, and Outlook)
- Must have comprehensive knowledge of marketing systems and processes (included but limited to email, SMS, onsite messaging & CMS management, app and web push notifications, etc.)
- Passion for online betting is an asset
What We Offer
- Competitive compensation package.
- Comprehensive Benefits package.
- Fun, relaxed work environment.
- Education and conference reimbursements.
#LI-REMOTE
Salary Range
$142,000—$192,000 CAD
Penn Interactive is proud to be an equal opportunity workplace. We will consider all qualified applicants for employment without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, veteran status, genetic information, or any other basis protected by applicable law.Base pay is one part of the Total Rewards that Penn Interactive provides to compensate and recognize employees for their work. Most sales positions are eligible for a Commission under the terms of an applicable plan, while most non-sales positions are eligible for a Bonus. Additionally, Penn Interactive provides best-in-class benefits to eligible employees. We believe that benefits should connect you to the support you need when it matters most, and should help you care for those who matter most. That’s why we provide an array of options, expert guidance and always-on tools, that are personalized to meet the needs of your reality – to help support you physically, financially and emotionally through the big milestones and in your everyday life.