Those interested in visiting casinos have numerous choices depending on the location, size, and atmosphere they are seeking. In order to increase their market share, therefore increasing profitability, casinos develop programs to market their facilities. The Director of Casino Marketing is in charge of the development and implementation of the casino’s marketing plan. The individual often works under the direction of the vice president of marketing for the entire facility. The Director of Casino Marketing develops different promotions designed to attract business, brings in new customers, and brings back those who have previously visited the facility. The individual often works in conjunction with staff people in the public relations, publicity, advertising, and sales departments to attain the goals. As part of the job, the Director of Casino Marketing must not only conceptualize and plan innovative programs, promotions, and special events, but implement them as well.
These might include a variety of promotions as well as tournaments, bus tour programs, and junkets. The individual is responsible for taking these projects from inception to fruition. It is essential that these marketing efforts build customer loyalty and increase the existing player base. The Director of Casino Marketing is responsible for developing the concepts and campaigns that detail how the casino lets potential customers know about the facility and its programs. He or she decides how much and what type of advertising, promotion, public relations, and selling will be most effective. The individual also determines the most effective techniques to market the casino and its services.
The Director will often determine the viability of introducing new promotions, games, clubs, or markets to the casino. In some cases, after attempting to market a new promotion, the Director of Casino Marketing may find the idea is not financially viable. In these cases the Director scraps the particular program in favor of another. The Director of Casino Marketing may direct marketing efforts toward various segments of the population — those who visit casinos on bus tours or junkets, and those who play the slots or other popular games at the casino. The Director of Casino Marketing often works on marketing programs involving special events and functions for customers, bringing new players into the casino and keeping prior guests coming back. Other duties of the Director of Casino Marketing include:
Factors affecting earnings include the geographic location, size, and prestige of the specific casino, as well as the track record, experience, education, and responsibilities of the individual. Generally, those with a proven track record working in larger, more prestigious casinos in the gambling capitals earn the highest salaries.
This is because each casino has only one person in this position. Because casinos promote from within, jobs can be secured by talented and creative people who move up the career ladder. The largest number of opportunities can be found in Las Vegas, Reno, Laughlin, Atlantic City, Biloxi, Baton Rouge, New Orleans, Detroit, and Black Hawk. Other regions with land-based or riverboat gaming facilities offer additional opportunities. As other areas begin to host gaming, more positions will become available.
However, a more common method of advancement is finding a similar position in a larger or more prestigious facility. This results in increased responsibilities and earnings. Most casinos and casino hotels prefer their Director of Casino Marketing to hold a bachelor’s degree in marketing, public relations, communications, business management, or a related field. Courses, workshops, and seminars in marketing, sales, and the gaming and hospitality industries are also useful.
Casinos expect their Director of Casino Marketing to have a proven track record and marketing credentials in the casino gaming and hospitality industry. The Director of Casino Marketing needs a wide array of skills. The individual must be a self-starter. He or she should also be creative, with the ability to develop innovative ideas for marketing casinos. Excellent writing and communication skills are essential. Marketing, public relations, and sales skills are necessary in this position. Strategic-planning skills are also needed. A complete knowledge and understanding of the gaming and hospitality industries are mandatory.
Those interested in learning more about careers as the Director of Casino Marketing can obtain additional information by contacting the Hotel Sales and Marketing Association International (HSMA), the Public Relations Society of America (PRSA), or the human resources departments in casino hotels.
1. Some employment agencies and recruitment firms deal specifically in the field of marketing, as well as in the hospitality industry.
2. Get your foot in the door of a casino hotel. Most promote from within. Start out in the marketing or sales department, obtain experience, and climb the career ladder.
3. Jobs may be advertised in the classified sections of newspapers in areas hosting gaming. Look under classifications such as “Casino/Gaming Opportunities,” “Director of Casino Marketing,” “Casino Marketing Director,” “Marketing,” or Casino Opportunities.”
4. Read trade journals and the business news in areas hosting gaming. Look for articles on people who have been promoted. This often means job openings.
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