Penn National Gaming, Inc.

Director of CRM (pending regulatory approval)

Location US-OH-Columbus
Job ID
Casino Property
Hollywood Casino at Columbus
Position Type
Regular Full-Time
Marketing & Entertainment



Don’t just work. Work Happy.


A career in gaming? At Hollywood Casino Columbus, we think you'll enjoy an exciting industry, fast paced days and nights, diverse, enthusiastic co-workers, unlimited growth and support from one of the leaders in the industry.


An individual could be successful if they possess the following


Your daily responsibilities include

This position is pending regulatory approval.

  • Responsible for directing the overall operations and staff of the CRM team for assigned region. Develops, implements and manages operational goals and monitors achievements of performance and profit objectives.
  • Leads the development, execution and management of the CRM strategy. This includes but not limited to the development and execution of omni channel loyalty marketing and CRM initiatives to optimize acquisition, retention, win-back, dynamic personalization and promotional strategies.
  • Defines combined functionality of new and existing marketing channels.  Develops realistic and executable road maps for successful function.
  • Oversees strategic planning and creation of CRM campaigns in near real time communication through multiple channels.
  • Ensures that scheduling is done in an effective and efficient manner, while maintaining labor costs, meeting staffing objectives and achieving guest satisfaction.
  • Responsible for preparing, monitoring and adhering to budgets and ensuring compliance to departmental budget initiatives. Reports budget concerns / deviations to Executive Management.
  • 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. 
  • Serves as a positive and innovative ambassador for CRM team. Implements innovative business trends to ensure campaign success.
  • Works closely with Corporate IT to supervise data flows, upgrades, testing, troubleshooting and version control of the CRM platform and business intelligence tools.
  • Ensures offers are pushed out successfully by CRM time in real time.
  • Monitors competitor CRM and loyalty programs and proactively implements positive changes into current CRM strategy. Continuously improves program performance, player value, and profitability by testing and adopting best practices in real time.
  • Analyzes customer data, defines actionable segments and creates targeted lifetime value/customer life-cycle engagement campaigns and programs.
  • Responsible for overall retained player marketing initiatives; player retention & re-engagement; promotion and bonus campaign planning and execution (ROI 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).
  • Works closely with the VP Marketing to develop and enhance KPIs to manage and support the success of the CRM marketing channels, campaigns, and programs.
  • Works closely with the marketing analytics team to build and monitor dashboards to track and optimize CRM channel performance.
  • 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 be successful in this position it will require the following skill set

  • Bachelor’s degree (B.A./B.S.) in Marketing or related field from a four-year college or university; or at least five years progressive experience in channel marketing; or equivalent combination of education and experience. Must have at least three years of Digital Commerce experience in B2C and/or B2B models.  Leadership experience required.
  • Must have the ability to quickly adapt to new concepts.
  • Must be proactive and have the ability to quickly pivot between campaigns and projects in real time.
  • Must have technical proficiency and knowledge in Microsoft applications (Word, Excel, and Outlook). Must have hands on experience with multiple CRM tools (Salesforce Cloud, Tableau, etc.).
  • Ability to meet deadlines and effectively manage multiple priorities in a demanding work environment.
  • Must have excellent time management skills.
  • Must be detailed oriented and organized.
  • Must have knowledge of customer retention, product, and marketing acumen.
  • Must have excellent verbal and written communication skills.
  • Must have strong presentation and client interface skills.
  • Must have strong problem solving and analytical skills.
  • Must be able to meet deadlines and to work under the pressure of short time constraints.
  • Must have extensive knowledge of Email Service Providers. Advanced experience with relational databases and SQL programming is required.  Experience with the SQL and a variety of campaign management tools is preferred.
  • Must have comprehensive knowledge of CRM systems and processes (included but limited to email, SMS, onsite messaging, push notifications, etc.).
  • Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the general public.
  • Must have the ability to interact with guests, staff and colleagues and resolve problems and conflicts in a diplomatic and tactful manner.
  • Must have demonstrated ability to drive results.
  • 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.
  • Must be at least 21 years of age.

Something to leave you with

Whether you prefer being at the center of it all or working behind the scenes, there’s a role for you at Penn National Gaming. We are a growing company but as big as we are, we still feel like family.  The areas of career opportunity with Penn are ideal for just about any skill set.  Our company wide commitment to making sure our guests smile as much as we do means you’ll enjoy a fun working environment anywhere within the organization.



Equal Opportunity Employer




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