Penn National Gaming Content Marketing Manager in Philadelphia, Pennsylvania
Penn Interactive (PI) is an interactive gaming company headquartered in Philadelphia with offices in Las Vegas. As the digital arm to Penn National Gaming (NASDAQ: PENN), the largest regional casino operator in the U.S., we are poised for fast-paced growth in the sports betting and online casino space. We are also partnered with some of the most innovative media companies in the world to drive growth in our businesses.
As such, PI is looking for a Content Marketing Manager to assist the Director, CRM in building, managing and producing a rich content/promotional calendar. Additionally, this role will be responsible for deploying a scalable, strategic editorial roadmap aligning with the ever-evolving priorities of the Barstool Sportsbook marketing team and Penn Interactive.
All marcomms must be designed, developed, and delivered with a comprehensive understanding of brand voice, tone, and overall personality. The Content Marketing Manager will help ensure a holistic and omni-channel player journey, with zero diminished experience wherever the player choses to interact.We have grand visions and intend to execute fast while staying true to our product standards, brand, and core values.
The Content Marketing Manager is equal parts prolific content creator + creative + (most importantly) data focused, which informs all strategic marcomms planning & decision making. You have proven capabilities in developing highly sophisticated personalization at scale, automation, strategic marketing & tech innovation, as well as the holistic marcomms omni-channel player experience given the ever-evolving communication channels and development of a robust test & learn environment.
All marcomms & content objectives are aligned to the holistic CRM team goal: increase customer lifetime value (revenue, time, and profitability) through increased engagement and industry leading levels of retention.
This role requires strong marketing and technology experience, deep expertise & a proven track record in content creation, and the ability to collaborate cross functionally. Alignment across teams within Penn Interactive (including CRM, acquisition, analytics, creative, product, customer service, compliance) is paramount for success.
Your daily responsibilities include
Possessing a dual-minded approach: you’re highly creative and an excellent writer but can also be process-driven, think scale, and rely on data to make decisions.
Deeply understands brand voice, tone, and overall personality to ensure a holistic and omni-channel experience, with zero diminished experience wherever the player choses to interact
Through a strategic/data-driven lens, analyze customer data, segments, and user journeys to develop hyper-efficient/personalized campaign content
Build and manage a rich content/promotional calendar as well as deploy a scalable, strategic editorial roadmap aligning with the ever-evolving priorities of the Barstool Sportsbook marketing team and Penn Interactive
Strategize, develop, create, prepare and schedule content across multiple marketing channels with primary focus on email, app/web marketing banners & promotional real estate, as well as digital and onsite advertising, audio campaigns, and all marketing managed channels
Ensures that proper elements exist to allow for content asset development, conversion and reuse as is necessary
Continuously optimizing marketing managed content for Barstool Sportsbook and implementing recommendations to improve relevancy score, conversion rates, etc
Frequently check the performance of content assets to find insights and learnings that will continually improve performance; such as different subject lines to improve email open rates, suggesting a new creative idea for social posts and more
Advises the marketing organization on content writing and development to yield best results, by developing & communicating content guidelines (with a regular cadence of iterations & updates)
Operational responsibility of retained player marketing initiatives; player retention & re-engagement; promotion and bonus campaign planning and execution (incl eROI analysis); executing, reporting, and iterating marcomms plan (incl player bonus liability); content and creative management; and holistic marcomms omni-channel management (email, website, SMS, push, player inbox, phone, direct mail, and social
Collaborate at both micro & macro campaign/promotion levels with CRM, acquisition, analytics, creative, product, and customer services organizations
Ensures all copy is in line with State regulatory requirements
Execute in an intense, fast-paced, and highly iterative environment
To be successful in this position it will require the following skill set
Bachelor’s degree (B.S./B.A.) in marketing, PR, business administration, or related field
5+ years in editorial planning, content marketing/management and/or copywriting experience
Excellent verbal and written communication skills
Strong copywriting skills a must
Adaptable, analytical thinker who can work both strategically as well as in a hands-on executional capacity
Innovative thinker who looks beyond immediate competitive set for inspiration and ideas.
Professional certification in Google Analytics strongly preferred, as well as competency in other data visualization tools (ie Tableau, PowerBI etc)
Proficient computer skills, Microsoft Office Suite (Word, PowerPoint, Outlook, and Excel)
Proficiency in HTML and ESP management (ie Salesforce, Marketo, Iterable, Optimove etc)
Relevant experience determining target audience segmentation and how to cater unique marketing campaigns to capture their attention
Excellent analytical and time-management skills
MUST HAVE: Passion for sports AND/OR sports betting
Something to leave you with
PI is committed to cultivating a diverse and stimulating work environment to achieve extraordinary results. We are looking for an individual who enjoys working in a fast-paced, team-oriented environment, likes to be challenged, and values the opportunity to make impacting change! We have a strong culture of teamwork, collaboration, mutual respect, and transparency, and its vital that the Director, CRM will assist the VP Marketing in continuing to cultivate this culture as we grow.
Job ID 2020-74193
Casino Property Penn Interactive Ventures - Philadelphia