Main Purpose of the Job:
The Marketing Operations Manager will provide strategic direction, leadership and management to the marketing team and function for the business unit. Planning, promoting and execution of gaming and hospitality activations, events and entertainment are key deliverables of this role.
The manager will:
collaborate with various central office marketing support teams and unit gaming, hospitality and operational management to customise and coordinate the unit’s action plans (including promotions, activations, events and MVG Loyalty programme);
ensure database integrity.
and implement relevant digital and social marketing campaigns to grow footfall to the property.
In so doing the role will drive the customer acquisition, reactivation and retention strategies and build the unit’s gaming and leisure brand to establish Windmill as the preferred entertainment destination in Bloemfontein. The role will also focus on building a solid marketing talent pipeline to support innovative and sustainable marketing solutions.
Requirements
Education and experience:
Minimum of a 3-year B Degree in Marketing or equivalent
Minimum of 5 years’ operational marketing experience
Event planning experience is an advantage
Marketing management experience is an advantage
Preferably obtained within the casino and or hospitality environment
Working conditions and special requirements:
Ability to travel locally
Ability to work shifts that meet operational requirements
Duties and responsibilities include:
Marketing Plans & Results
Understand the business strategy and develop action plans to create relevance and grow footfall to the property
Develop new and innovative marketing plans to promote the unit’s customer value proposition and respond to the changing gaming landscape
Build, maintain and leverage strategic relationships to promote the property
Grow the unit’s gaming market share in the Free State
Collaborate with the central office marketing support teams to grow the unit’s gaming and hospitality brand presence across various channels including online and social media
Conduct market research through collection, analysis, and interpretation of data and the use of business intelligence tools to provide a clear view of customer preferences. Develop a strategy to respond to these learnings.
Influence and co-ordinate promotions, events and entertainment by analysing and evaluating customer trends and preferences.
Collaborate with gaming to develop strong acquisition, reactivation and retention strategies
Conduct meet-and-greets with strategic partners and VIP customers
Monitor and audit the unit’ customer relationship database to ensure the data is complete and accurate and provides consistent and reliable insights into the unit’ customers and their preferences
Develop and measure gaming marketing and direct marketing campaigns (including digital and social) to support the business objectives
Support VIP and key customer relationships to grow visitation and loyalty
Measure and report on the impact of all marketing initiatives and activations
Campaign Management
Define and promote the business units’ customer value proposition
Develop and co-ordinate an OMNI-channel strategy to promote cross play between online and land-based gaming
Plan, execute, measure and conclude all promotions and events for the unit
Create rich content to promote social and digital presence
Provide innovative solutions and campaigns to deliver on the unit’s strategy
Attend events to leverage opportunities to acquire new business and build strong relationships with key customers
Develop and implement an aggressive internal and external communication strategy
Prepare and present post-mortem analysis on all campaigns
Delivered MVG Loyalty Management
Collaborate with central office marketing support teams to develop acquisition and retention campaigns
Manage and monitor the implementation of the MVG Loyalty Programme and benefits for the unit
Effectively manage the MVG team
Manage the customer database hygiene to ensure the completeness and accuracy of customer data
Conduct analyses of customer data and develop and implement campaigns to increase visitation
Effectively communicate and drive the benefits of the loyalty programme in order to grow the database
Stakeholder Relationship Management
Internal: Effective communication to ensure internal stakeholders have a complete understanding of all upcoming activations (gaming, hospitality, events, etc)
External: Communicate and negotiate with external vendors, agents, promotors, entertainers, etc to build and maintain strong relationships. Promote the unit and venues with the aim to collaborate and deliver on the objective to establish Windmill as the preferred entertainment destination in Bloemfontein
Liaise with central sales and marketing teams to ensure synergy on objectives and campaigns
Negotiate and manage vendor contract deliverables
People Leadership
Manage positive employee relations within the department
Drive a performance culture
Provide direction and support to employees with regard to marketing initiatives, campaigns and innovations
Provide motivation and leadership to promote positive working relationships
Identify training, coaching and development opportunities in order to create succession
Source and select talent as per EE plan
Ensure alignment with EE, SD and procurement strategies which contribute towards BBBEE targets being achieved
Performance Management and coaching of staff to ensure KPA’s are achieved
Budget Management
Develop and manage an annual budget
Revenue optimisation
Effective cost management
Capital spent to promote return on investment
Quarterly forecasting and reporting
Analysis and reporting on the monthly financial results
Feedback on the ROI of campaigns and marketing initiatives
Quarterly forecasting and reporting
Analysis and reporting on the monthly financial results
Feedback on the ROI of campaigns and marketing initiatives
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