Manager Customer Relationship Management (CRM)

Under the direction of the Director, Client Relationship Management (CRM), the Manager, CRM will be responsible for working with marketing directors and other property leaders and leading CRM projects from conceptualization through implementation. Together with the CRM team, they will be devising and executing all enterprise direct marketing initiatives. The Manager, CRM will manage the CRM systems and analyze collected data as it relates to player behavior and the generation of revenue and provide management with comprehensive reports and findings.

ESSENTIAL DUTIES AND RESPONSIBILITIES

1.  Strategically leads end-to-end CRM initiatives, from concept through execution, crafting integrated marketing and CRM programs. Champions a CRM ecosystem approach, connecting cross-functional databases to enhance customer intelligence and engagement.
2.  Provides leadership to the CRM team, aligning goals with business strategies and cultivating professional growth opportunities. Serves as the internal CRM evangelist by onboarding users, maintaining training resources, and delivering hands-on guidance on CRM tools and processes.
3.  Designs and implements a dynamic omnichannel communication strategy, tailored to localization, player preferences, and behavioral trends. Oversees targeted database marketing efforts across all CRM platforms.
4.  Executes tactical components of marketing campaigns, including email, mobile messaging, landing page creation, and behavior-based scoring while building a long-term CRM roadmap to optimize managed communication channels.
5.  Develops and monitors detailed customer personas and guest journeys, refining campaign messaging and visuals for relevance. Applies advanced data segmentation and mining to uncover behavioral insights and drive campaign optimization through robust analytics.
6.  Collaborates with senior marketing leaders and department heads to analyze promotional effectiveness and inform future campaign enhancements. Converts performance data into actionable recommendations that elevate response rates and ROI.
7.  Leads a team in crafting operational and performance reports focused on gaming trends, uncovering cross-sell and upsell opportunities within the CRM framework. Builds data-driven reports with predictive modeling, ROI attribution, and market segmentation.
8.  Drives continuous CRM improvement through experimentation, metric analysis, and A/B testing. Advocates for strong data stewardship, ensuring accuracy and reliability across systems. Establishes best practices, documents process enhancements, and cultivates a team culture of creativity and analytical rigor.
9.  Acts as an enterprise-first problem solver, fostering a collaborative, communicative team environment that prioritizes transparency, innovation, and results.
10.  Performs other duties as assigned to support the efficient operation of the department.
 

SUPERVISORY RESPONSIBILITIES

Carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws. Responsibilities include interviewing, hiring and training employees; planning, assigning reviewing and directing work; evaluating and appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems. Makes hiring decisions and designs individual development plans with succession planning in mind for all key roles.

EDUCATION, EXPERIENCE AND QUALIFICATIONS

• Bachelor’s Degree in Business, Statistics, Finance, Marketing or related field required. 

• MBA preferred.

• Minimum three (3) years of CRM experience required;

• Minimum three (3) years of digital marketing experience, including digital, email, and mobile marketing preferred.   

• Minimum of three (3) years of supervisory experience required.

• Related, relevant, and/or direct experience may be considered in lieu of minimum educational requirements indicated above.

KNOWLEDGE, SKILLS AND ABILITIES (KSA)

• An understanding of HTML, Javascript, and CSS a plus.

• Able to understand the larger Marketing Automation ecosystems and how they work in unison.  

• Must have experience in integrated marketing and CRM disciplines; including primary research, customer segmentation and direct, targeted and loyalty marketing. 

• Must possess an understanding of hospitality/gaming business, marketing strategy and/or direct marketing processes. Experience working in the Gaming Industry highly preferred. 

• Passion for industry best practices related to nurturing campaign design, outbound/inbound marketing, demand generation, etc. 

• Track record of delivering value and measuring how retention channels contribute to broader business goals. 

• Proven leadership skills in managing a high functioning, fast paced team.  

• Solid writing, proofing, and editing skills.  A creative mindset with a strong attention to detail, able to drive for accuracy. 

• Collaborative mindset and willingness to work with cross-functional teams a must. 

• Analytical, creative and innovative approach to problem solving. 

• Advanced proficiency in Microsoft Outlook, Word, Excel and Access mandatory. 

• Must possess strong knowledge of database management, query writing and analytics; experience utilizing SAS Business Intelligence and Analytics modules preferred. 

• Experience utilizing Automation software required; Adobe/Marketo and Moveable Inkhighly preferred. 

LICENSES, CERTIFICATIONS AND REGISTRATIONS

• At the discretion of the San Manuel Tribal Gaming Commission, you may be required to obtain and maintain a gaming license.

• No Driving Responsibilities: Role does not require a driver’s license or insurance.

PHYSICAL REQUIREMENTS/ WORKING CONDITIONS – ENVIRONMENT

The physical demands and working environment described here are representative of those that an employee encounters and must be met by an employee to successfully perform the essential functions of this job.

• Primary work environment is in a climate-controlled casino and office setting.

• Work requires travel to attend meetings, trade shows, and conferences.

• Incumbents may be required to work evening, weekend and holiday shifts.

• Must be able to work in a fast-paced, high-demand environment.

• Strength sufficient to exert up to 10 pounds of force occasionally and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects and/or move up to 40 pounds occasionally.

• Sedentary work: involves sitting most of the time. Constantly operates a computer and other office productivity machinery, such as a calculator, copy machine, and computer printer.

• Physical activities that apply to the essential functions of the position are balancing, stooping, kneeling, crouching, reaching, pushing, pulling, lifting, grasping, talking, hearing, and repetitive motions.

• Hearing sufficient to hear conversational levels in person, via videoconference and over the telephone.

• Speech sufficient to make oneself heard and understood in person, in front of groups, in meetings, via videoconference and over the telephone.

• Visual acuity that meets the requirements of the position: The worker is required to have close visual acuity to perform an activity such as preparing and analyzing data and figures; transcribing; viewing a computer terminal; expansive reading and visual inspection of employees, visitors or facility.

• Mobility sufficient to safely move in an office environment, walk, stoop, bend and kneel, and enter, exit and operate a motor vehicle in the course of travel to promotional events, meetings, conferences, trade shows and San Manuel properties.

• Endurance sufficient to sit, walk and stand for extended periods, and maintain efficiency throughout the entire work shift and during extended work hours.

• The employee may be exposed to fumes or airborne particles including secondhand smoke.

Reasonable accommodation will be made in compliance with all applicable law.

As one of the largest private employers in the Inland Empire, San Manuel deeply cares about the future, growth and well-being of its employees. Join our team today!