Marketing Specialist- Digital & Traditional Advertising

About the position

The Digital & Traditional Advertising Marketing Specialist executes digital and traditional advertising strategies, to promote both casinos, hotel, all amenities, events & promotions. The Digital & Traditional Advertising Marketing Specialist's role involves creativity, communication and attention to detail. This role ensures maximum visibility and engagement for all casino/hotel offerings with the focus on paid strategy, media buying, ROI tracking, brand consistency across all channels. This position will have access to confidential and proprietary information.

Responsibilities

• Greet all guests and Team Members in a friendly, open manner.
• Conduct oneself in a positive and professional manner, acting as a role model for all Team Members.
• Maintain knowledge of all current and upcoming promotions and events at Odawa Casino Resort.
• Under the direction of the Director of Marketing, implement the operational budget for advertising, monitoring expenditure to maximize return on investment (ROI) ensuring cost effective spending allocation across all channels.
• Coordinate advertising/media contracts through proper channels, ensuring compliance with internal policies.
• Administer and optimize performance within traditional & digital ad platforms.
• Collaborate with the agency of record (AOR) to develop media buying strategies, providing direction to ensure online and offline campaigns align with brand objectives and target audience insights.
• Collaborate with the Director of Marketing and Social Media & Content Marketing Specialist, to develop, execute, and optimize programmatic ad buying strategies across display, social media, and other digital platforms with a focus on maximizing return on investment (ROI) through real-time campaign adjustments.
• Oversee the creation, production, and distribution of all advertising and collateral materials; coordinate and be on-site for photo and video shoots; collaborate with internal departments and external agencies to develop high-impact, multi-platform video and creative content.
• Ensure adherence to brand guidelines and graphic standards across all channels; review and proof creative assets for accuracy and consistency; manage copywriting and creative direction to balance promotional impact with compelling brand storytelling across websites, mobile apps, signage, and advertising.
• Under the direction of the Director of Marketing, develop and execute fully integrated advertising campaigns across both traditional media (TV, radio, print, OOH, OPA, etc.) and digital marketing (website, direct mail, email, SMS, TV, mobile marketing, etc.) strategies.
• Coordinate and execute email/SMS marketing campaigns and CRM initiatives, working closely with the AOR and internal teams to ensure they target the right audiences and drive engagement.
• Coordinate and execute mobile app promotions, leveraging push notifications, geofence notifications, app content, and in-app messaging to engage users effectively.
• Utilize AI-driven personalization, tailoring ads and promotions based on guest analytics, AI insights, player behavior and CRM data.
• Attend property events on various shifts to create live or quick-turn content.
• Monitor key performance indicators (KPIs), engagement metrics, and campaign analytics—including website traffic and ad reach—to evaluate effectiveness, guide budget decisions, and implement data-driven adjustments to maximize ROI.
• Work closely with CRM and database marketing teams to segment audiences and optimize loyalty marketing efforts.
• Maintain & update on-property digital signage, interactive kiosks, etc.
• Coordinate and receive appropriate approvals for the company's advertising.
• Ensure all advertising and marketing activities comply with gaming regulations, responsible gaming messaging, and data privacy laws; monitor industry trends and regulatory updates to maintain compliance and optimize strategies across traditional and digital platforms.
• Conduct A/B testing for ad copy, images, and offers to maximize engagement and effectiveness.
• Differentiate the brand in a competitive gambling market through compelling storytelling and unique value propositions.
• Analyze market trends, competitor strategies, and consumer behaviors to refine advertising & branding initiatives.
• Attend all meetings & complete all training as required.

Requirements

• Bachelor's degree in marketing, communications, advertising, or related field and a minimum of three (3+) years of experience in marketing or advertising, preferably in the hospitality/casino industry.
• Equivalent experience in lieu of a degree will be considered for applicants with a minimum of six (6) years' prior experience in media planning and strategy for traditional and digital advertising preferably in the hospitality/casino industry.
• Must provide a digital portfolio that showcases electronic marketing accomplishments, capabilities, and experiences.
• Demonstrated experience implementing SEO and SEM best practices to improve website visibility and drive traffic.
• Ability to manage and update website content using a CMS.
• Experience creating and optimizing paid search and display advertising campaigns to achieve marketing objectives.
• Proven track record of developing and executing successful integrated marketing campaigns that drive measurable results.
• Knowledge of traditional advertising channels (Radio, TV, etc.).
• Proficiency in digital marketing platforms and tools, including: Programmatic advertising platforms (DSPs), Social media advertising platforms (Facebook Ads Manager, etc.), Search engine marketing (SEM) platforms (Google Ads), CMS platforms, Website analytics tools (Google Analytics, Meta Business Suite, CRM platforms, etc.).
• Experience with creative asset management and digital asset management systems.
• Excellent communication and interpersonal skills.
• Strong analytical and problem-solving skills.
• Ability to think strategically and creatively.
• Advanced project management and organizational skills.
• Ability to work in a fast-paced, dynamic environment.
• Strong understanding of customer behavior and marketing principles.

Nice-to-haves

• Preferred understanding of casino players' demographics and behavior.
• Preferred knowledge of casino marketing strategies and loyalty programs.
• Preferred familiarity with gaming regulations and compliance.