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Marketing Database Manager

Gun Lake Casino
Wayland, MI

The Marketing Database Manager will develop, execute, and recommend long-term and short-term database marketing strategies to maximize player retention, engagement, trips, and revenues.   This position is responsible for the development and/or implementation of standards, procedures, and best practices for execution, analysis, accuracy, and program integrity. 

About Us:

At Gun Lake Casino, every Team Member is an ambassador, essential to the success of our company and our culture. We expect that all Team Members take personal ownership in ensuring that everything they do is in the best interest of Gun Lake Casino and embody the core values of the Seven Grandfather Teachings:

Love: Love your brothers and sisters and share with them.

Truth: Be true in everything you do. Be true to yourself and to your fellow Humans.

Respect: You must give respect if you expect respect. Respect everyone, all persons, and all the things created.

Bravery: To do what is right, even in the most difficult of times.

Honesty: Be honest in every action and provide good feelings in your heart.

Wisdom: We cherish knowledge; wisdom is used for the good of the people. 

Humility: Know that you are equal to everyone else, no better, no less.

In this Role:

  • Responsible for the development and implementation of all database marketing initiatives, including but not limited to, direct mail, email, text, and app campaigns.  
  • Responsibility includes all elements of campaigns, including but not limited to strategic direction, segmentation, overseeing offer uploads, creative development, and internal and external communications.
  • Ensures the integrity of the database for accuracy and protection of proprietary guest information and gaming data.  
  • Responsible for monitoring database health and campaign-specific KPIs as well as producing timely reports to determine the profitability of database programs.
  • Adheres to all regulatory, company, and departmental policies and procedures.
  • Works with multiple departments to monitor and identify areas in which IT systems can be implemented to reduce labor costs, increase customer satisfaction, and increase revenue.
  • Research and stay abreast of competitive database programs and use of technology.
  • Utilize MS Access, Excel, PowerBI, Cognos, Oracle, or other SQL programs to add functionality and enhancement to existing systems.
  • Provides training and coaching as assigned to other team members.  Provides system training related to database programs.
  • Work with the team to maintain a campaign marketing dashboard that visualizes key performance indicators.
  • Performs ad hoc analytical requests and research projects for internal parties—special projects as assigned by management.
  • Responsible for always practicing, supporting, and promoting Gun Lake Casino’s “Unsurpassed Service Standards.”
  • Maintain a high level of personal integrity on and off duty.
  • Practice teamwork, support fellow Team Members, and create an energized, positive, team-oriented work environment.
  • Interact with Guests in a friendly and courteous manner and handle all Guest opportunities.
  • Must be able to effectively communicate both written and verbally with Guests, Team Members, and Management.   
  • Maintain excellent grooming and uniform standards. 
  • All other duties as assigned.

Essential Qualifications:

  • Bachelor’s Degree from an accredited university with a concentration in Business, Marketing, Information Technology or a related field required. Experience in lieu of education will be considered.
  • Four (4) years of specialized experience in casino database or related with at least two (2) years of management experience required.
  • Must have SQL Server and SQL Server Reporting Services experience.
  • Demonstrated ability to research and report on problems and solutions with a fine attention to detail. Ability to understand sophisticated mathematical models and concepts.
  • Proven experience with data management and data processing flowcharting techniques.
  • Proven knowledge of reporting and query tools and practices.
  • Must be at least 21 years of age. 
  • Must possess a High School Diploma or GED.
  • Work experience in the gaming or hospitality industry is preferred.
  • Must obtain a Gun Lake Tribal Gaming License 

Physical Requirements:

  • Requires normal, corrective vision range, the ability to see color, and the ability to distinguish letters, numbers, and symbols.
  • Must have the manual dexterity to operate job-related equipment. 
  • Ability to sit, walk, stand, run, and climb stairs for the duration of shift.
  • Must have the ability to access all properties and areas.
  • Must be able to lift up to 50 lbs. with or without assistance.
  • Ability to read, write, and input data into the computer.
  • Ability to stoop, crouch, and kneel.

Work Conditions:

Work is typically in an office environment or out on the casino floor. Work areas may be warm, cold, or noisy. Tasks may be required to be performed from a sitting or non-sitting position in a confined area. Team Members may be required to stand, walk, lift, reach, push, pull, and grasp.

Disclaimer and Conditions of Employment:

The above statements describe the general nature and level of work performed by persons assigned to this job. These statements are not an exhaustive list of all required responsibilities, duties, and skills.  

All applicants must be able to demonstrate their US work authorization during the employment verification process. The pre-employment process also requires passing a criminal background investigation and drug test.   

Indian Preference:

The Match-E-Be-Nash-She-Wish Band of Pottawatomi Indians abides by Native American preference in its hiring and employment policies. 

Gun Lake Tribal Gaming Authority reserves the right to change the job description as necessary.

Managed By

Gun Lake Casino, a premier gaming and entertainment destination, is located off Exit 61 on U.S. 131, halfway between Grand Rapids and Kalamazoo.  The casino features a variety of thrilling gaming options, including 2,500 state-of-the art slot machines, 47 table games, a modern sportsbook, and keno. 

Gun Lake Casino is comprised of high-quality dining amenities, including Shkodé Chophouse with a contemporary take on American cuisine, CBK inspired by the brewery culture in Michigan, 131 Sportsbar & Lounge with over 1,000 square feet of viewing surface for panoramic views of live events, and Harvest Buffet featuring fresh ingredients, cooked to order.

The gaming facility offers a five-story, parking structure with 1,200-spaces which also includes a building extension with an additional coat check, rewards center, administrative offices, slot machines, bar and self-serve station. 

Gun Lake plans to spend $300 million to add a 250-room hotel with an glass-dome pool and a full-service spa.