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Database Marketing Manager - Sandia Resort & Casino

Job ID:


Job Title:

Database Marketing Manager


Sandia Resort & Casino


Albuquerque, New Mexico 87113
United States

Date Posted:

Sep 28, 2017

Ending Date:

Dec 27, 2017

Type of Position:

Full Time



Job Description

Position Summary

The Database Marketing Manager will help Sandia Resort & Casino continue to be a leader in the industry by overseeing the implementation and ongoing management of the property’s database and direct mail strategy, managing Sandia’s database staff, and providing database marketing leadership and support to other resort entities.

The position will assist the Director of Sales and Marketing by analyzing data collected from the player tracking system, headcount system, revenue numbers, focus groups, hotel and resort systems and other means. 

Objectives of the position are to track player information to determine the effects that advertising campaigns, promotions, direct mail, entertainment, room and F&B and other offers have on the bottom line, repeat visitation, ROI and other measurable factors and implement programs accordingly.  Also, to examine ways to use data to better reach existing and potential customers.

Supervision Exercised

Supervised by the Director of Sales and Marketing.  

Supervises the Database Analyst and Database Specialist.

Major Duties and Responsibilities

1. Contributes specifically to the increased revenue and cost efficiencies in associated areas as indicated my measured analytical data. Meets specific goals as set forth in the Annual Marketing Plan.

2.Organize direct marketing campaigns to include direct mail, email, telephone or other direct strategies. 

3.Follow-up direct marketing campaigns to determine effectiveness—redemption rates, revenue generation, ROI, etc and make recommendations to change or modify strategy with supporting financial justification.

  1. In cooperation with the Director of Marketing & Sales implement, manage, and constantly evolve the Sandia database marketing strategy, including segmentation, list management, direct mailings and offers, and ROI analyses.
  2. Drive continuous, profitable growth from targeted database segments. Assist property selection of the highest ROI segmentation for achieving individual annual plans. Support the achievement of overall market share, revenue, and profitability goals for the property.
  3. Provide leadership to the property in the analysis and targeting of customer segments. Assist in the development of cost-effective prospecting and reactivation programs.  Monitor employee performance and provide assistance to and coach property database staff.
  4. Perform effective database analysis, including data integrity, monthly segment reports, and assessment of marketing campaigns and programs.
  5. Work with enterprise departments, including IT, Slots, Audit, F&B , Hotel, Finance and others, to develop database marketing capabilities, garner the support of staff members, and implement cost-effective, revenue-driving programs.
  6. Create an annual database marketing plan for the property as part of the entire marketing plan. Assist with the development of the property plans and ensure plans are strategically and financially sound and executed effectively.
  7. Closely monitor the competition and industry trends. Ensure that Sandia is responding to developments, staying current in the field, and constantly improving its database marketing knowledge and capabilities.
  8. Select competent and cost-effective outside agencies and consultants as required to assist in database marketing efforts and monitor their performance closely.
  9. Working knowledge of all aspects of a casino Marketing department including advertising, events, promotions, entertainment, direct mail houses, printer shops and postal system requirements.
  10. Ability to use query systems, as well as create new programs for profiling and analyzing data.  Computer proficient with extensive experience with PC-based systems on AS400 style computer networks.  Knowledge in developing and maintaining major quality, and quantity databases.
  11. Routinely and periodically spot checks subordinates primary job responsibility tasks, tracking mechanisms and work to ensure compliance with SOP’s and POP’s.    
  12. Other duties as assigned

Secondary Duties and Responsibilities


Knowledge, Skills and Abilities

  1. Strong analytical skills and database knowledge required.
  2. Must know Microsoft Excel/Word and Access.
  3. Must possess excellent project management, communication and writing skills.
  4. Excellent verbal, written and customer service skills.
  5. Must possess excellent project management, communication and writing skills.
  6. Ability to maintain strict confidentiality relative to financial data, casino, player data, policies and marketing plans. 
  7. Current knowledge of postal rules and regulations a plus.

Minimum Qualifications, Education and Experience


  1. High School Diploma, GED certification or equivalent.
  2. Must be at least 21 years of age.
  3. Must possess a Bachelor’s degree in Business Administration, Marketing, Statistics, or a related field of study and three (3) years of management experience. Any combination of education from an accredited college or university in a related field and/or direct experience in this occupation totaling seven (7) years may substitute for the required education and experience.
  4. Must be an experienced user of various word processing spreadsheet, database and reporting software.



  1. Strong grasp of database marketing programs and direct mail design, production, and fulfillment with related experience in database marketing systems, analysis and direct marketing mail operations in a gaming / hospitality / sales industry.


Licensing Status

  1. Must be able to obtain and maintain the required Gaming License.
  2. Will require a post-offer, pre-employment and random drug screening.
Additional Information
Pay:  $72,874 - $97,652  Annual

All applicants must be able to demonstrate their US work authorization during the employment verification process.  

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Company Information

Please click on the Apply Now button to be directed to our Company Online Application which must be completed to be considered for this position.

Sandia Resort & Casino
Human Resources Dept.
30 Rainbow Rd., NE
Albuquerque, NM 87113
Fax: 505-796-7562


Sandia Resort & Casino is situated on the Northeast corner of I-25 and Tramway Road in Albuquerque.

The casino offers 
140,000 square feet of your favorite games, including more than 2,100 slots, Blackjack, Craps, Roulette, Mini Baccarat, Pai Gow Poker, Caribbean Stud Poker, Three Card Poker, Let It Ride, the state's largest non-smoking Poker room, Bingo and live Keno.

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