Overview

The VP of CRM and Loyalty for sbe, reporting to the CMO, is a key executive role responsible for leading the strategy, development, launch and execution of the industry’s first fully integrated lifestyle CRM platform and loyalty program. This is a high priority initiative that is intended to leverage the company’s scale and breadth to maximize profitability through best in class guest experience and engagement.

The VP of CRM will oversee a hybrid marketing/IT team who will proactively design and manage sbe’s customer relationships, loyalty platform, customer service procedures, marketing revinvestment and acquisition strategies. He/she is responsible for developing and activating the long-term vision for Loyalty/CRM in collaboration with the CMO, VP of Integrated Marketing, and operations/marketing heads for each division. This program will capitalize on the synergies across the sbe portfolio of hotels, casinos, residences, restaurants and nightclubs.

The VP of CRM is responsible for developing and activating a strategic plan of action that proactively supports changing operational and IT needs. This individual will support this strategy in a way which will develop and execute experiential touchpoints along the customer journey.

This position has the ability to be based in either Las Vegas or Los Angeles.
Responsibilities:
Defines and Refine vision/mission, goals and objectives for sbe’s Loyalty and CRM initiative.
Builds an activation plan that brings sbe’s vision for building customer relationships (a sophisticated approach to CRM) to life.
Presents and align business plan and project decisions/updates to Chairman of the company and senior executive team.
Identifies opportunities to further deepen customer relationships through sound strategic rationale and assists Loyalty team in guiding its development including the sourcing and oversight of third-party relationships that support sbe’s loyalty efforts including offers, experiences, soft rewards, communications and marketing plans.
Administers CRM online and mobile marketing activities allowing customers to reach content that facilitates ease of use and deepens brand engagement. This includes sbe-brand websites, email marketing, mobile marketing and social media.
Utilizes solid understanding of the digital marketing, loyalty marketing, and advertising landscapes; spotting emerging trends and technologies.
Leverages existing metrics and develops new metrics that support decision making, improve campaign performance and guide design of new initiatives.
Serves as a customer advocate in driving industry best practices and the evolution and adoption of new CRM tools and processes and platform functionality.
Closely oversees Loyalty team to ensure alignment on strategic initiatives and seamless integration and execution of CRM/Loyalty efforts.
Works collaboratively with VP of Brand and VP of Integrated Marketing to identify incremental revenue opportunities.
Oversees continuous improvement of reporting that provides visibility into opportunities to improve our customer experience and inform our strategic plan.
Ensures that key customer experience measures show targeted annual improvement.
Shares response metrics and relevant trends with Management and appropriate functions to enable quick responses and revisions to processes, policies and operations that will enhance the customer experience with Client.
Oversees administrative functions including annual planning & forecasting, budget management, training & development planning.
Travel: 10-30%
Qualifications:
Successful experience at a senior level in CRM/Loyalty program development including detailing functional requirements, developing features/rewards, creating communication strategies, and evaluating program ROI performance.
Adept at assessing complicated project situations and making clear decisions with supportive rationale that align with the end vision.
Experience in multiple communication channels including direct mail, e-mail, social media, search engine marketing and website development.
Strong cross-functional team leader who can interface with all levels including Senior Management, third-party investors, and front line employees.
Technically proficient and knowledgeable in IT architecture that gathers customer information and feeds database solutions that drives & supports CRM strategies.
Must have an in-depth knowledge of response management & tracking, customer service principles, and the customer lifecycle.
Able to champion, improve and execute customer service processes and procedures.
Strong thought leadership skills coupled with excellent collaborative and influencing traits.
Ability to act as a change agent within the organization.
Ability to recognize critical business needs and determine an appropriate course of action while remaining focused on strategic intent.
7-10 years of experience in a database marketing, direct marketing or CRM position for a company in an industry with an established reputation for direct marketing excellence (e.g. financial services, hospitality, telecom, publishing, marketing, etc.).
8+ years supervisory experience is required.
Stellar presentation skills – ability to command an audience and articulate complex ideas.
Experience with complex budgeting and accounting practices.
Experience managing external vendors.
Superior analytical skills; both quantitative and qualitative.
Hands-on experience with campaign management/CRM tools. Adobe Campaign preferred.