Digital Marketing Manager

This role is focused on managing the digital marketing, web, mobile and social casino strategy for the

SMSC Gaming Enterprise, with an emphasis on building best-in-class digital marketing programs that

drive business results. As the leader of the digital marketing team, this role will require expertise in

Adobe Experience Manager, Adobe Target, Adobe Analytics and a working knowledge of other Adobe

platforms like Workfront and Adobe Journey Optimizer. This position is responsible for helping to

architect the evolution of the enterprise's digital marketing capabilities while providing mentorship

and leadership to the digital strategy and web development teams. This leader will be focused on

business objectives related to gaming, hotel, entertainment, food and beverage, loyalty, and talent

acquisition.

Primary Job Duties

Develops, maintains and manages the execution of the digital marketing strategy for Mystic

Lake Casino Hotel and Little Six Casino, including site architecture, measurement and

analytics, SEO, push and SMS.

Manages social gaming platform with an emphasis on mobile marketing campaigns to drive

user acquisition, retention and monetization for Mystic Lake's social casino.

• Develops, delivers and tracks performance goals and digital KPI's.
• Develops, maintains and manages the execution of marketing attribution and measurements

strategies using data analytics and modeling to idenitfy and address opportunities to improve

performance.

Manages the full lifecycle (strategy, design, engineering, acquisition, testing, reporting) of ecommerce and digital product platforms (ie.

websites, mobile applications).

Spearheads creative development and program execution with internal marketing team,

partners and agency vendors.

Apply market research and development methods to account for emerging trends and

technologies in the digital media, web and mobile space.

Oversee online competitor presence / perceptions, plus overall brand sentiment on web and

digital properties.

Helps define the marketing technology stack to increase automation and personalization

capabilities that enhance communication efforts across customer journeys.

A lead liaison between marketing, IT and agency partners when investigating and

implementing new technologies and solutions that help drive efficiency, revenue and

customer engagement.

Manages all e-commerce and digital product platforms for both properties such as websites

and mobile applications, including strategy, design, engineering, acquisition, testing and

reporting.

Collaborates with internal marketing teams to optimize and execute strategies developed in

context of channel best practices based on KPIs

Reflects MINIMUM EDUCATION, TRAINING, CERTIFICATION and EXPERIENCE required in order to meet the

expectation of this job :

• Bachelor's degree in business, marketing or related field.
• 6+ years of experience in marketing and 3+ years experience with direct people leadership.
• 3+ years experience working with Adobe Experience Manager, Adobe Analystics and Adobe Target

strongly preferred.

Proven success with managing a digital portfolio of website application properties, developing and

implementing digital marketing strategies that drive measurable results and leading digital marketing,

web development and marketing automation programs.

• Strong familiarity with digital marketing best practices.
• Mastery of digital marketing methodology including experience with digital media, data-driven

analysis, data / analytics dashboards and tools.

Experience with automated communication journeys leveraging email, landing pages, SMS, retargeting,

push notifications and more within a marketing automation tool and web content management

system. Experience with Adobe CDP / AEP strongly preferred.

Demonstrated experience leading a digital marketing team in a corporate or agency environment using

an enterprise-level content management system for the purpose of marketing and / or e-commerce.

Experience with Adobe Workfront strongly preferred.

Proven ability to analyze data, identify trends and present key findings (quantitative and analytic skills)

and then apply to future programs.

Outstanding interpersonal skills, including a proven ability to work across different audiences,

personalities and experience levels.

Creative, responsible, high-energy, eager to work with other departments to support their marketing

needs.

Excellent organization and project management skills.

Competencies :

• Subject Matter Expert in digital marketing.
• Exceptional partnership and interpersonal skills - including the ability to work inter-departmentally,

provide strategic marketing counsel to various stakeholders, proactively communicate and take

decisive action.

Intellectually curious with a passion for digital on how to elevate brands with marketing thought

leadership and best practices.

Extraordinary communicator with a knack for data, creative and how to use various platforms for

strategic messaging.

Ability to manage changing requirements as well as multiple overlapping projects at one time and to

help the team organize themselves to do so as well.

Leadership Competencies :

A proven people leader with success building and leading high performing teams. Act as a leader of

change and innovation across the business.

Skilled in proactively assessing organizational performance and aligning solutions with strategic and

cultural initiatives.

Demonstrated success of strong relationship management and team building skills, with ability to

influence leaders and team members at all levels within the greater organization. Experience with

change management and rolling out small- and large-scale initiatives.

Outstanding written, verbal, interpersonal, coaching and presentation skills with the ability to tailor

messaging to the audience

Strong collaborator who influences effectively with a variety of internal and external stakeholders at all

levels