Interim Management:The Answer to Filling an Unplanned Void
By Stuart Richey
Director, Interim Marketing Management Program
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Turnover in the casino industry is about as common as the sun rising in the east every day. We all recognize that it is costly, disruptive and in many cases unnecessary, but it continues to be an ongoing problem. The unfortunate leader of the turnover pack is the marketing department. One of two things will undoubtedly occur at a casino that has hired a new head of marketing. After approximately two years, one month and 14 days, the Director of Marketing will either be viewed as ‘not taking us in the right direction’ and thus in need of replacement or will be viewed as so successful that he/she is coveted by competitors and whisked away for the almighty dollar. The result is the same, a void at the top of the most important department in the casino.
What should be done? Promote from within? Run an ad? Hire a recruiting service? The ultimate goal is to get the best candidate for the property. The problem is that accomplishing the goal will take time and in some cases a considerable amount of time. While you are busy looking for the perfect fit, business must go on. Big decisions will need to be made. Of course, you always lose your marketing person during the critical strategic timeframe when marketing plans and budgets need to be created. Who will be there to handle these tasks? The unfortunate answer is usually the junior person who is ‘promoted’ to an interim or acting Director. Although they don’t have the experience, they are expected to continue performing their old job while they try and fill the very large pair of shoes left behind by their former boss. The results for the casino could be devastating.
So what is the answer? Hire an Interim Marketing Manager. Find someone who has the experience and ability to hold down the fort so you can take your time and find or develop the right candidate. I’m not talking about a consultant who will come in and spend a few days to tell you all of the things you are doing wrong and then be gone. But not before mentioning how all of his vendor friends can fix any and all of your problems. I’m talking about bringing in a seasoned marketing executive to bridge the gap. Get someone who understands exactly what is needed and understands the distinct timeframes involved. Think of it like the NBA’s ten-day player contracts used when one of the regular roster players gets hurt. You need someone who can step right in and play but not expect to be with you beyond the current crisis.
Make it a win-win situation. You need an experienced person to keep your marketing department on track. Your interim marketing manager enjoys the challenge but doesn’t want to permanently move to Tunica, Mississippi (no disrespect to Tunica, feel free to fill in any other location). You don’t get the headaches of hiring a consultant that is trying to create ways to keep you paying them. You also save yourself from the mistake of promoting too soon or hiring too fast just to fill a void. And if promoting from within is your goal, let the candidate learn from an experienced executive instead of being thrown in the deep end to sink or swim.
Once you find the ideal candidate, make sure and keep the number for your interim replacement. You may need him again in 2 years, 13 days and 4 hours.
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