DUTIES AND RESPONSIBILITIES
• Plan, build, and launch SMS, Viber, and direct message campaigns for both gaming and non-gaming
promotions
• Ensure timely execution based on marketing calendars and operational deadlines
• Coordinate closely with Loyalty Marketing, Casino Marketing, F&B, Events, Hotel, and other departments to
manage daily and scheduled campaign needs
• Write, edit, and polish marketing messages in alignment with brand tone, offer mechanics, and platform
constraints
• Maintain content consistency across different customer tiers and platforms
• Oversee creation of dynamic text and visual cards (for Viber or other platforms)
• Conduct A/B testing to refine content, timing, format, and targeting
• Measure and analyze performance (open rates, redemption rates, CTRs, etc.)
• Continuously improving campaign effectiveness based on analytics and learnings
• Streamline intake and prioritization of message requests via structured workflows
• Create standardized templates for message requests, approvals, and deployment
• Monitor and manage cost per message and total messaging budget
• Propose and implement strategies to reduce messaging costs while maximizing reach and ROI
• Work with platform providers to troubleshoot issues and explore feature enhancements
KEY COMPETENCIES AND SKILLS
• Strong Written Communication: Excellent command of grammar, tone, brevity, and persuasive writing
• Data-Driven Thinking: Ability to interpret campaign metrics and apply learnings
• Project Management: Organized, deadline-driven, able to handle multiple campaigns simultaneously
• Attention to Detail: Maintains high standards in quality and compliance
• Collaboration: Comfortable working cross-functionally with multiple departments
• Tech-Savvy: Familiarity with CRM systems, messaging dashboards, campaign tracking tools
• Creative Judgment: Understands how to make offers more enticing within limited formats
KEY PERFORMANCE INDICATORS/KEY SUCCES FACTORS• Message Delivery Timeliness: % of campaigns deployed on schedule
• Engagement Metrics: Open rate, click-through rate, and redemption rate of SMS/Viber campaigns
• A/B Testing Results: Number of optimizations implemented and their success rate
• Message Accuracy: Zero to minimal post-send corrections required
• Cost Efficiency: Reduction in cost per message and improved ROI over time
• Internal Satisfaction: Positive feedback from internal stakeholders on content quality and workflow
responsiveness
• Process Improvement: Documented enhancements to workflow or campaign setup that improve productivity
or reduce lead time
Requirements
- Educational Attainment - Bachelor's Degree
- Major Field of Study - Marketing, Business Administration, Information Systems, Data Analytics, or related fields
- Minimum 3–5 years in marketing, CRM, database marketing, or marketing automation
- Proven experience in CRM-driven marketing communication, preferably within casino, hospitality, gaming, retail, or loyalty-based environments.
- Hands-on exposure to automated marketing journeys, trigger-based campaigns, segmentation logic, and multi-channel communications such as SMS, Viber, email, and app notifications.
- Experience working with analytics, IT, and operations teams to ensure campaign accuracy, compliance, and performance tracking.
