Penn National Gaming, Inc.

Database Conversion Manager

Location US-PA-Philadelphia
Job ID
Casino Property
Penn Interactive Ventures - Philadelphia


Penn Interactive (PI) is an interactive gaming company headquartered in Philadelphia with offices in Las Vegas. As the digital arm to Penn National Gaming (NASDAQ: PENN), the largest regional casino operator in the U.S., we are poised for fast-paced growth in the sports betting and online casino space. We are also partnered with some of the most innovative media companies in the world to drive growth in our businesses. PI is committed to cultivating a diverse and stimulating work environment to achieve extraordinary results. We have a strong culture of teamwork, collaboration, mutual respect, and transparency.


PI is looking for a Database Conversion Manager to assist the Director, Acquisition in maximizing the ability to convert audiences for the Barstool Sportsbook marketing team and Penn Interactive.  The role requires strong marketing and technology experience, deep expertise, and a proven track record in database marketing.


This Database Conversion Manager will be accountable for managing the tagging and tracking of paid, owned, and earned content to provide detailed analysis on acquisition strengths and areas of opportunity. Your experience in analyzing data and optimizing strategies is crucial to track successful conversion within existing databases.


With a data-driven and growth mindset, you have proven capabilities in leveraging insights from analytics and modeling to inform the best messaging and audience strategies.  You will be accountable for frequent analytics reviews and interpretation of data to help inform acquisition strategies.


Additionally, finding new opportunities to convert databases while following industry regulations will require innovation, collaboration, and forward thinking.


The Database Conversion Manager must be comfortable working in a dynamic, fast-paced environment while maintaining positive, strong working partnerships across departments. Collaboration is key to the success of this role and the media campaigns. Openness to new ideas across all areas of the organization will strengthen acquisition and retention strategies. It is not necessary for you to be the only idea generator for your role, but it is important for you to develop the framework to bring the best ideas to life. Alignment across teams within Penn Interactive (including CRM, analytics, creative, product, customer service, compliance) is paramount for success.


The Database Conversion Manager will continue to evolve database marketing plans through continual marketing research and test & learn strategies across vendors, placements, and audiences. This role needs a passion for innovation and continual learning. In partnership with the Director, Acquisition, the role will develop points of view on media industry trends to share with all levels of the organization.


Your daily responsibilities include

  • Possessing a dual-minded approach: you’re highly creative and an innovator in the media industry, but can also be process-driven, think scale, and rely on data to make decisions.
  • Strategize, develop, build, and maintain database conversion tactics across Penn National Gaming and Barstool Sports databases
  • Management of the tagging and tracking of all paid, owned, and earned media for analysis and optimization
  • Deeply understands brand voice, tone, and overall personality to ensure a holistic and omni-channel experience, with zero diminished experience wherever the player choses to interact across paid media efforts
  • Collaborate with Director, Acquisition and Manager, Digital Media on building retargeting strategies
  • Frequently check the performance of paid, owned, and earned mentions to find insights and learnings that will continually improve performance
  • Advises the marketing organization on best practices in database acquisition to influence creative development, audience segmentation, and overall media mix (with a regular cadence of iterations & updates)
  • Continual focus on developments and changes across the media industry to sharpen acquisition campaigns; looking within the gaming industry and outside of the industry for inspiration
  • Collaborate at both micro & macro campaign/promotion levels with CRM, analytics, creative, product, and customer services organizations
  • Ensures all database conversion tactics are in line with State regulatory requirements
  • Execute in an intense, fast-paced, and highly iterative environment

To be successful in this position it will require the following skill set

  • Bachelor’s degree (B.S./B.A.) in marketing, sales, business administration, or related field 
  • 5+ years in database or audience marketing
  • Excellent verbal and written communication skills
  • Adaptable, analytical thinker who can work both strategically as well as in a hands-on executional capacity
  • Innovative thinker who looks beyond immediate competitive set for inspiration and ideas.
  • Self-service bidding management across Google AdWords, Apple Search Ads, and Bing
  • Proficient computer skills, Microsoft Office Suite (Word, PowerPoint, Outlook, and Excel)
  • Strong collaboration skills
  • Relevant experience determining target audience segmentation and how to cater unique marketing campaigns to capture their attention
  • Excellent analytical and time-management skills
  • MUST HAVE: Passion for sports AND/OR sports betting


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