Job description
Overview:
The Director of Latin Business Development is responsible for defining the strategy and spearheading regional marketing programs to grow the Latin customer base. This role is responsible for building the Latin market audience through results-driven marketing strategies that work backwards from the wants of the customers. This role will partner with property and corporate teams to develop and run campaigns and programs to generate quality leads, move prospects through the sales cycle, build deeper customer relationships, build relationships with key influencers within the Latin community an, grow customer adoption measured via penetration within target zip codes and improve the Latin customer experience within the four walls of the properties. The person in this role works collaboratively with marketing leadership to strategically design and execute marketing initiatives.
The ideal candidate has experience in development of marketing strategies as it relates to on-property event calendars, community & charitable involvement and entertainment with a focus on the South Florida Hispanic market. The right candidate will have a combination of creativity, analytical skills, interpersonal skills, sales skills and in-depth knowledge of multiple Latin cultures and an entrepreneurial spirit. This person must be well connected with a strong rolodex of key Latin influencers, with a concentration in the Miami / South Florida market, to enhance effectiveness of developed marketing strategies with the goal to drive both gaming and hospitality business to the Seminole and Hard Rock properties as well as introduce the key influencers to select Hard Rock & Seminole Gaming leadership. Ideally, this person would have a strong social media presence as well with a large following. Responsibilities:
Drive awareness and adoption of the Hard Rock and Seminole Gaming brands in the Hispanic market with a focus on South Florida business measured through increased penetration into the Latin market customer base. This is a unique opportunity to play a key leadership role in one of the most dynamic and exciting industries with one of the fastest growing and marketing driven brands in Hard Rock and Seminole Gaming.
The Director of Latin Business Development is responsible for defining the strategy and spearheading regional marketing programs to grow the Latin customer base. This role is responsible for building the Latin market audience through results-driven marketing strategies that work backwards from the wants of the customers. This role will partner with property and corporate teams to develop and run campaigns and programs to generate quality leads, move prospects through the sales cycle, build deeper customer relationships, build relationships with key influencers within the Latin community an, grow customer adoption measured via penetration within target zip codes and improve the Latin customer experience within the four walls of the properties. The person in this role works collaboratively with marketing leadership to strategically design and execute marketing initiatives.
The ideal candidate has experience in development of marketing strategies as it relates to on-property event calendars, community & charitable involvement and entertainment with a focus on the South Florida Hispanic market. The right candidate will have a combination of creativity, analytical skills, interpersonal skills, sales skills and in-depth knowledge of multiple Latin cultures and an entrepreneurial spirit. This person must be well connected with a strong rolodex of key Latin influencers, with a concentration in the Miami / South Florida market, to enhance effectiveness of developed marketing strategies with the goal to drive both gaming and hospitality business to the Seminole and Hard Rock properties as well as introduce the key influencers to select Hard Rock & Seminole Gaming leadership. Ideally, this person would have a strong social media presence as well with a large following.
- Define business development strategies and programs that build awareness, acquire new business, and increase customer visitation from the Latin market
- Work closely with marketing leadership to identify and track key measurables and KPI’s around funnel leads, pipeline revenue, VIP growth, and conversion
- Build scalable, repeatable marketing programs that have broad, but targeted reach using a combination of on-property events, in market activities and entertainment
- Represent the Hard Rock brand at key in-market functions and identify and drive high potential value guests to the Hard Rock and Seminole casinos
- Identify Latin customer experience opportunities within the brick and mortar operations to improve the Hispanic customer journey as it relates to cultural nuances, signage, F&B, entertainment offerings, direct communications, media mix and message
- Continually experiment and introduce new approaches to Hispanic marketing that engage existing customers and prospects in innovative ways
- Evaluate and optimize iteratively based on business priorities and customer behavior and needs
- Track, measure, and analyze the performance of marketing campaigns and report results to Senior Marketing and Operations leadership
- Outside of South Florida, partner with Hard Rock marketing teams, both Domestically & Internationally, to customize programs for the Latin America geography and sub-geographies
- Manage marketing budget, including allocation and reconciliation
BASIC QUALIFICATIONS
- Fluent in both Spanish and English
- 10+ years of relevant South Florida Latin Business Development experience
- Bachelor’s degree in business, marketing or other relevant field of study or equivalent experience
- Self-starter with the ability to work independently on multiple tasks while maintaining strong lines of communication with key stakeholders
- Strong team player and leader with the ability to influence others, work cross functionally, build relationships, sell products and experiences and present plans and report on outcomes proficiently with key stakeholders and thrive in highly collaborative and fast paced environments
- Problem-solver with strong analytical skills, strategic thinking, business acumen and the ability to find creative ways to optimize performance
- Demonstrated experience working with marketing and senior management teams in driving leads and revenue
- Proven success managing multi-faceted marketing strategies with the ability to drive projects through completion
- Adept at making resources allocation decisions and tradeoffs to make the appropriate long term strategic investments while maintaining the short-term delivery of results
- A career path that demonstrates increasing levels of responsibility and proven success delivering measurable marketing results.
- Prior Casino Industry experience a plus but not required
- In depth knowledge of the key feeder Latin markets within the state of Florida with existing relationships with key influencers within the same
- Willingness to travel locally & regionally, work weekends, holidays and night hours as needed
PREFERRED QUALIFICATIONS
- Outstanding communications skills – written and verbal
- Highly organized and detail-oriented
- Not afraid to try new things – driven to constantly improve results
- Strong Interpersonal skills essential to interact with both known and unknown key influencers, customers and potential prospects effectively
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