VP Brand Strategy

MGM Resorts International   •  

Las Vegas, NV

Industry: Hospitality & Recreation

  •  

11 - 15 years

Posted 177 days ago

This job is no longer available.

It is the responsibility of the Vice President Brand Strategy to develop and oversee property brand strategy and marketing activation for the property.  The Vice President is responsible for defining the individual property brand based on target guests and designing the comprehensive guest journey.  This position provides oversight to ensure all marketing efforts are in accordance with overall business objectives, ensure campaigns and programs are aligned with brand standards and ensure programs are designed within budget guidelines and the strategic plan for the property.  The Vice President will strategically integrate M life and customize corporate guest service standards to support and enhance the brand.  All duties are to be performed in accordance with departmental and MGM Resorts International policies, practices and procedures.

  • Define individual brand based on target guest while working with internal agency
  • Design the comprehensive guest journey and supervise development of brand books,  setting all brand standards (e.g., visual identity, font, color) including other elements of the brand (e.g., music, scent, uniforms, logos, etc.) and content library
  • Develop annual marketing strategy in collaboration with central team for shared services support and to ensure alignment with portfolio marketing activities
  • Oversee consistent brand on property campaign, on-property guest events and cross-channel strategy, including final creative approval for brand campaigns
  • Ensure brand team delivers effective on-property activation (e.g., signage, marquees), and mediate between property and central needs
  • Work with Guest Experience Directors to ensure corporate guest service standards are implemented
  • Manage and communicate Property Master Planning with assessment of Capex required
  • Review GEM reports and translate data into insights and actions
  • Recommend changes to Corporate and Property partners to improve the holistic guest journey based on research and input from the Director/Executive Director Brand Strategy
  • Advise and provide input in property business decisions requiring brand knowledge
  • Recommend continuous innovation opportunities to Corporate, to media group on paid media strategies and strategy around Partnership and Entertainment
  • Act as the point of contact with property senior leadership teams and Chief Experience Officer
  • Manages Human Resources responsibilities for the specifically assigned areas; creates and maintains a work environment that promotes client service, teamwork, performance feedback, individual recognition, mutual respect, and employee satisfaction ensuring quality hiring, training, and succession planning processes that encompass the company’s diversity commitment.
  • Other job duties as requested

Minimum Requirements:

  • Ten (10) years of experience in a leadership position
  • Five (5) years high-level marketing and/or operating experience in a resort casino environment with overall responsibility for profit and loss
  • Bachelor’s Degree in Business, Marketing, or a related field or equivalent work experience
  • A pro-active management style that looks beyond problems and current practices to develop solutions to maximize the success with all marketing/sales efforts

Preferred:

  • Master’s degree in Business or Marketing
  • Five (5) years of marketing experience in designing programs, events, and leading marketing organizations
  • Bilingual, English as the primary or secondary language
  • Previous experience working in a similar resort setting

Certifications, License, Registration:

  • Nevada Gaming License (if accessing Patron Management system)