Director, Player Loyalty and Promotions

About Us

Accel Entertainment, Inc. (NYSE: ACEL) is a growing provider of locals-focused gaming and one of the largest terminal operators in the United States, supporting more than 29,000 electronic gaming terminals in nearly 4,700 third-party local and regional establishments and 20 self-operated gaming locations across ten states. Through exclusive long-term contracts, Accel serves licensed non-casino locations including bars, restaurants, convenience stores, truck stops, gaming cafes, and fraternal and veteran establishments.

Accel provides its local partners with a turnkey, full-service, capital-efficient gaming solution that encompasses manufacturing, content, payments, loyalty, 24/7 customer service, data analysis and reporting, and cash logistics. The Company’s racino, Fairmount Park - Casino & Racing, features live racing, electronic gaming machines, live table games, food and beverage amenities, and pari-mutuel betting.

Job Description:

DUTIES AND RESPONSIBILITIES

Loyalty Strategy & Program Management

• Set loyalty strategy: Develop and execute the player loyalty strategy, including program design, member acquisition, tier structure, points and rewards, VIP benefits, lifecycle communications, and reactivation.
• Grow program performance: Build, manage, and continuously improve loyalty programs that increase enrollment, active-member engagement, visitation, play frequency, retention, and player lifetime value.
• Establish governance: Set program policies, controls, and service standards that ensure a consistent, compliant, high-quality player experience across locations and channels.

• Technology and vendors: Partner with technology and vendor teams to define business requirements, enhancements, and ensure adoption and data quality.

Promotions & B2C Demand Generation

• Drive promotions: Develop and execute promotions, player events, and targeted offers that generate qualified consumer leads, convert prospects to loyalty members, and deliver measurable incremental revenue.
• Lead B2C lead generation: Run acquisition strategies across digital, on-property, partnership, and direct-marketing channels, optimizing the funnel from awareness through enrollment, activation, and repeat play.
• Plan offers and testing: Create promotional calendars, offer strategies, and test-and-learn plans that balance player value, revenue growth, brand experience, and ROI.
• Deliver campaign assets: Partner with Creative, Digital, and Operations to deliver accurate, timely consumer-facing messaging, offers, and point-of-sale materials.

B2C Sales Enablement & Player Experience

• Enable customer-facing teams: Provide tools, training, playbooks, and campaign materials that help teams clearly communicate loyalty benefits, promotions, and player value propositions.
• Shape player segments and journeys: Define and improve player segmentation and journeys across enrollment, welcome, activation, on-property experience, rewards redemption, and retention touchpoints.
• Ensure operational fit: Partner with sales and operations leaders so promotions and loyalty benefits are executable and deliver a strong guest experience.

Analytics & Performance Management

• Measure performance: Establish dashboards and performance reviews for enrollment, active members, lead conversion, campaign response, retention, reactivation, customer lifetime value, incremental revenue, and promotional ROI.
• Personalize with data: Use player, customer, location, and campaign data to build segments, personalized offers, and insights that improve targeting and program profitability.
• Manage budgets: Own loyalty and promotions budgets, evaluate campaign economics, and recommend investment priorities based on measurable results.
• Manage reinvestment and program economics: Own player reinvestment strategy, balancing player value with program profitability across offers, rewards, and promotions.

Leadership & Cross-Functional Partnership

• Develop the team: Lead, coach, and develop the loyalty and promotions team and external partners as applicable.
• Aligning functions: Collaborate with Revenue Operations, Finance, Technology, Operations, Legal, and Compliance to align programs with company priorities.
• Ensure compliance: Make sure all loyalty, promotional, and player-marketing activities meet gaming regulations, privacy requirements, internal controls, and responsible-gaming standards.
• Perform other duties as assigned.

QUALIFICATIONS

Education

• Bachelor’s degree in marketing, business or a related field is required

Experience

• Minimum 8 years’ progressive experience in loyalty, CRM, customer lifecycle marketing, promotions, player development, B2C demand generation, or a related function

• Minimum 3 years’ experience leading and developing teams
• Experience building and managing loyalty programs is required
• Experience with CRM, loyalty platforms, marketing automation, customer data, and reporting or business intelligence tools
• Casino and retail loyalty program experience is preferred
• Experience in gaming, hospitality, entertainment, travel, or another consumer loyalty environment is strongly preferred

Skills & Competencies

• Strong understanding of B2C acquisition, lead generation, conversion funnels, customer segmentation, personalized marketing, and retention strategies
• Proven ability to use data and analytics to measure campaign effectiveness, optimize offers, and improve customer lifetime value and promotional ROI
• Excellent strategic thinking, project management, communication, vendor-management, and cross-functional leadership skills
• Knowledge of gaming regulations, promotional compliance, responsible gaming, and customer-data privacy requirements is preferred
• Must be able to obtain and maintain any gaming licenses or approvals required by applicable regulations.

PHYSICAL DEMANDS AND WORK ENVIRONMENT

• Typical office environment
• Travel may be required

The above is intended to describe the general content of, and requirements for, the performance of this job. It is not to be construed as an exhaustive statement of duties, responsibilities, or physical requirements. Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Base Pay Range:

$140,000-160,000/yr

Voluntary full-time employment benefits include medical, dental, and vision; life, AD&D, critical illness, and hospital insurance; short and long-term disability; identity/legal protection; as well as access to FSA and HSA accounts. Full and part-time employees are eligible to contribute to traditional and/or Roth 401(k) plans. Our Employee Assistance Program (EAP) offers counseling for a multitude of topics including (but not limited to) mental health, finances, adult care, disability, and grief.

Accel Entertainment is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.