Vice President Of Brand Marketing

Reports to the Senior Vice President of Marketing, the Vice President, Brand Marketing is responsible for the strategic leadership of all aspects of the Shared Values Marketing department with a primary focus on developing brand strategy based on target market guests and communicating the brand through external and internal channels. Directs the improvement of revenue through management of brand strategic plans, while overseeing the department and ensuring the operation and staff provide friendly and efficient service to internal and external guests. Assists in aligning strategic goals and translating them into tactical plans, as well as provides leadership to ensure financial goals and expectations by the Tribe are attained.

Provides oversight to ensure all brand marketing efforts are in accordance with overall business objectives, ensure campaigns and programs are aligned with brand standards and ensure programs are designed within approved budget guidelines and the strategic plan for the enterprise. Is responsible for the following areas: brand management and architecture, Advertising, Media Buys, Online/Digital Marketing, Production, Creative, Sponsorships, and Experiential Marketing.

ESSENTIAL DUTIES AND RESPONSIBILITIES

1. Manages effectiveness of brand marketing initiatives; identifies short-term and long-term goals, measuring (ROI) for all brand marketing programs. Is directly responsible for revenue and profit targets, including the detailed analysis and reporting of associated brand marketing expenses. Provides input, direction, and execution of strategic plans, operating budgets, and guest service standards to capture incremental revenue and EBITDA. Directs the budget creation and management for the department. Ensures department budget is complete, accurate and in line with enterprise and Tribal financial goals.
2. Conducts market studies, competitor research and analyses for operations related to advertising, media buying, and online/digital marketing, to ensure optimal return on ad-spend and brand positioning alignment across all enterprises.
3. Develops short- and long-range operations objectives. Monitors, documents, and notifies the SVP of Marketing of any problems that may impact or jeopardize the achievement of current and future objectives. Provides constructive feedback to the SVP of Marketing on necessary changes and improvements; implements and monitors approved changes.
4. Defines individual brands based on supporting research and analytics while working with external and internal agencies. Ensures brand team delivers effective on-property activation (e.g., signage, marquees), and mediates between property and global needs.
5. Monitors existing business operations and liaises with property leaders to share best demonstrated practices for brand marketing, guest service, and property operations (yield and optimization).
6. Demonstrates an expert working knowledge of the marketing industry. Stays abreast of new technologies and cutting-edge trends significant to gaming operations. Attends relevant industry conferences, conventions, tradeshows, exhibitions, etc. and networks with industry experts. Targets and research relevant technology / 3rd parties to improve operations, guest service, and marketing efficiencies.
7. Researches and analyzes existing data and trends and take action to reduce costs and increase revenues whenever possible.
8. Provides pre-opening support as needed for all new operations.
9. Regularly reviews and recommends changes/revisions, where necessary, to internal controls that relate to the Shared Values Brand Marketing department operations. Regularly evaluates all department policies and procedures for effectiveness and possible areas of improvement or efficiency.
10. Manages the Brand Marketing team, which includes sharing best demonstrated practices across the company as well as synergies.
11. Selects, trains, develops, organizes and motivates a highly qualified and effective team, capable of providing optimum staff support for the organization. The development includes technical abilities as well as leadership and interpersonal skills. Maintains high morale through support, appreciation and development of Team Members.
12. Performs other duties as assigned to support the efficient operation of the department.

SUPERVISORY RESPONSIBILITIES

Carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws. Responsibilities include interviewing, hiring and training employees; planning, assigning reviewing and directing work; evaluating and appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems. Makes hiring decisions and designs individual development plans with succession planning in mind for all key roles.

EDUCATION, EXPERIENCE AND QUALIFICATIONS

• Bachelor’s degree in Marketing, Business Administration or a related field is required. Master’s degree is highly preferred.

• Minimum of twelve (12) years of experience in marketing required.

• Minimum of ten (10) years supervisory experience required.

• Experience in large-scale gaming operations with multiple property experience preferred.

• Related, relevant, and/or direct experience may be considered in lieu of the minimum educational requirements indicated above.

KNOWLEDGE, SKILLS AND ABILITIES (KSA)

• Must be culturally competent and effective in a multi-cultural environment.

• Effective at presenting information and responding to questions and/or concerns from management, staff, customers, public groups, regulatory agencies, and/or the Tribal Council.

• Strong leadership and people management skills required with good motivational and collaboration emphasis; communicates change effectively, overcomes resistance and builds commitment.

• Demonstrates ability to communicate in a clear, friendly and positive manner with internal and external guests.

• Experience in leading teams of all levels including influencing others in a highly complex enterprise.

• Must be a creative innovator, strategic and thought thinker, planner, and executor and be able to successfully build or be intimately familiar with all enterprise matters.

REQUIRED LICENSES, CERTIFICATIONS AND REGISTRATIONS

• At the discretion of the San Manuel Tribal Gaming Commission, you may be required to obtain and maintain a gaming license.

• Select One of the Following:

  • • Authorized Driver: Role requires operation or driving of Tribe-owned vehicles or driving patron vehicles. A valid driver’s license with an acceptable driving record as determined by the insurance carrier is required.
  • • Driving Responsibilities: Role requires regular commuting between locations. A valid driver's license and vehicle insurance with minimum liability limits is required. Role will not operate or drive Tribe-owned vehicles or patron vehicles.
  • • No Driving Responsibilities: Role does not require a driver’s license or insurance.

San Manuel will make reasonable accommodations in compliance with applicable law.

As one of the largest private employers in the Inland Empire, San Manuel deeply cares about the future, growth and well-being of its employees. Join our team today!