The Director of Marketing is the senior executive leader of the Wind River Hotel & Casino Marketing Department, responsible for owning and driving the full marketing strategy, brand identity, budget accountability, team leadership, and measurable performance outcomes. This role is a priority hire in support of a full departmental relaunch and rebuild, and the successful candidate will inherit a team of up to 18 positions at various stages of staffing, each with clearly defined roles and responsibilities already in development.
The Director of Marketing will serve as the chief architect of a community-first marketing strategy built for the realities of a rural Wyoming market of approximately 11,000 residents, where patron loyalty, local relationships, social media presence, and event-driven engagement are the primary levers of sustained revenue growth. This role balances high-level strategic leadership with hands-on ownership of budget, brand, and people, reporting directly to the General Manager and functioning as a key member of the property's executive leadership team.
The Director of Marketing will be expected to establish the measurement infrastructure, promotional discipline, brand consistency, and data-driven decision-making culture that the department currently lacks, while simultaneously leading a team through a significant organizational transformation.
DUTIES AND RESPONSIBILITIES:
Strategic Marketing Leadership
- Develop and own the casino's comprehensive annual marketing strategy, encompassing brand positioning, patron acquisition and retention, promotional programming, digital marketing, community engagement, and advertising spend allocation.
- Serve as a contributing member of the property's executive leadership team, representing marketing strategy and patron intelligence in operational and financial planning discussions.
- Establish a community-first marketing approach that prioritizes player loyalty, local event programming, social media engagement, and regional advertising appropriate for the Riverton, Wyoming market.
- Identify and pursue expanded market reach strategies including regional awareness campaigns targeting Dubois, Jackson, and surrounding areas, as well as non-traditional patron acquisition tied to tourism and the lottery initiative.
- Build and enforce a culture of measurement, accountability, and continuous improvement across all marketing activities.
- Lead the full departmental relaunch with a phased, structured approach that restores brand consistency, establishes ROI tracking, and positions the casino as the premier entertainment destination in the region.
Brand Management & Creative Direction
- Own the Wind River Hotel & Casino brand identity across all patron-facing channels including digital, print, in-property signage, social media, advertising, and event activations.
- Establish and enforce brand standards and style guidelines that ensure consistency across all creative output from the Graphic Designer and across all departments.
- Lead the visual and messaging rebrand effort as part of the marketing relaunch, ensuring the casino presents a unified, professional, and community-resonant identity.
- Review and approve all patron-facing creative assets prior to publication or distribution.
- Oversee the reduction of outsourced creative work by building internal capacity within the marketing team.
Budget Ownership & Financial Accountability
- Own and manage the full marketing department budget, inclusive of the advertising spend target of approximately $1.54 million (6.5% of projected revenue) and the departmental salary model.
- Conduct an immediate audit of current advertising spend to identify waste, gaps, and reallocation opportunities, and redirect investment toward community-first priorities that drive measurable patron engagement.
- Establish budget accountability protocols that provide real-time visibility into spend, ROI, and campaign performance for executive leadership.
- Develop ROI modeling frameworks that tie every significant marketing investment to measurable patron behavior outcomes including foot traffic, coin-in, and patron satisfaction.
- Provide regular financial and performance reporting to the General Manager and executive team with data-supported analysis and strategic recommendations.
- Manage vendor relationships, contracts, and third-party marketing expenditures with a focus on value, accountability, and alignment with strategic objectives.
Team Leadership & Development
- Lead, develop, and inspire a fully rebuilt marketing team of up to 18 positions spanning creative, digital, patron services, promotions, and analytical functions.
- Establish clear performance expectations, individual development plans, and a team culture grounded in accountability, collaboration, and service excellence.
- Conduct regular one-on-one meetings, team briefings, and performance reviews to maintain alignment, address development needs, and recognize contributions.
- Partner with the Director of Human Resources on recruiting, onboarding, and people decisions for open marketing positions, ensuring every hire is anchored to current, role-specific job descriptions.
- Resolve personnel performance issues proactively and in partnership with HR, ensuring departmental standards are upheld consistently.
- Serve as a mentor and growth advocate for entry-level and developing team members, building the internal talent pipeline for the Marketing Department.
Patron Retention & Loyalty Strategy
- Own the overarching patron retention and loyalty strategy in coordination with the Club Manager, Executive Hosts, and Patron Management Analyst.
- Ensure marketing programs are designed to maximize repeat visitation, tier advancement, and long-term patron lifetime value among the casino's core membership base.
- Leverage patron data and behavioral analytics produced by the Patron Management Analyst to inform targeting, segmentation, and campaign design decisions.
- Champion player loyalty as the central pillar of the marketing strategy, recognizing that retention in a small, relationship-driven rural market is the most reliable driver of sustainable revenue growth.
- Oversee the coordination between the Club team, Executive Hosts, and Promotions Coordinator to deliver a seamless, high-value experience for top-tier patrons.
Promotions, Events & Community Engagement
- Provide strategic direction and final approval for the promotional calendar developed by the Promotions Coordinator, ensuring all promotions are aligned with revenue objectives, patron data, and brand standards.
- Champion a community-first events and programming strategy that drives repeat foot traffic through tournaments, seasonal activations, local partnerships, and sponsored community events.
- Build and sustain the casino's visibility and reputation within the Riverton community through active engagement, local sponsorships, and consistent presence at community events.
- Oversee post-promotion and post-event performance review processes to ensure every activation is measured, reported, and used to improve future programming.
- Direct the casino's social media and digital content strategy in partnership with the Digital Marketing Tech to build an active and engaged local and regional audience.
Regulatory Compliance & Tribal Standards
- Ensure all marketing activities, promotions, advertising, and patron communications comply with applicable tribal gaming regulations, NIGC guidelines, and internal Wind River Hotel & Casino policies.
- Maintain awareness of regulatory requirements related to promotional drawings, prize fulfillment, advertising disclosures, and patron data usage.
- Partner with compliance and legal counsel as needed to review marketing programs and ensure continued adherence to evolving regulatory standards.
- Uphold the casino's commitment to responsible gaming in all marketing materials and patron-facing communications.
POSITION REQUIREMENTS:
Qualifications:
- Bachelor's degree in Marketing, Business Administration, Communications, or related field required; MBA or advanced degree preferred.
- Minimum 7–10 years of progressive marketing experience with at least 3–5 years in a senior marketing leadership or director-level role.
- Casino, hospitality, entertainment, or gaming industry experience strongly preferred; rural or regional market experience a meaningful advantage.
- Demonstrated success building or rebuilding a marketing department, including team development, brand repositioning, and measurement infrastructure.
- Proven ability to manage and optimize a multi-channel marketing budget of $1 million or more with clear ROI accountability.
- Deep understanding of digital marketing, social media strategy, paid advertising, email marketing, and patron/customer analytics.
- Experience with casino management systems (CMS), patron loyalty platforms, and data-driven marketing strategy preferred.
- Exceptional leadership presence with the ability to inspire, develop, and hold accountable a diverse team across multiple marketing functions.
- Strong executive communication skills with demonstrated ability to present strategy and performance data to senior leadership.
- Community-oriented marketing mindset with an understanding of relationship-driven consumer behavior in small and rural markets.
- Must be able to obtain and maintain required gaming license.
- Willingness to relocate to the Riverton, Wyoming area required; relocation assistance available.
Performance Metrics:
- Year-over-year revenue growth attributable to marketing-driven patron acquisition and retention
- Patron visit frequency, average daily theoretical (ADT), and loyalty club membership growth
- Advertising budget ROI across all channels, measured against foot traffic, coin-in, and patron spend
- Promotional performance measured by foot traffic lift, participation rates, and patron satisfaction scores
- Social media and digital channel growth including reach, engagement, and patron acquisition metrics
- Brand consistency audit outcomes across all patron-facing materials and channels
- Team retention, development progression, and departmental performance against established goals
- Reduction in untracked or unmeasured marketing spend
- On-time and on-budget execution rate for campaigns, promotions, and events
- Executive and cross-departmental stakeholder satisfaction with marketing strategy and communications
BENEFITS:
- Health Insurance- employee is eligible within 60 days of initial hire date.
- 401K- employee is eligible after 90-day probation period.
- Dental Insurance – employee is eligible within 60 days of initial hire date.
- Vision Insurance – employee is eligible within 60 days of initial hire date.
Northern Arapaho Enterprises II and all subsidiaries follow Indian Preference in hiring and retention per federal law. You must be able to pass a drug screen with negative results (non-safety sensitive positions will not be tested for cannabis) . Employees are expected to know existing Wind River Hotel & Casino policies and know to refer to those policies when necessary.
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights (https://www.eeoc.gov/poster) notice from the Department of Labor.
