The Senior Manager, Lottery Marketing Services role provides strong leadership and management to three diverse groups and ensures goals are attained in order to aid in the growth of the Lottery Business Unit (LBU):
- Marketing Communications - responsibilities include developing and executing marketing initiatives that incorporate multiple brands
- Marketing Projects - responsibilities include the management and execution of key strategic projects for the Lottery Business Unit; and whose responsibilities also include researching, developing and launching new lottery games
- Business Intelligence - responsibilities include conducting in-depth analysis on products and channels to support fact-based decision making.
Key Accountabilities:
- Represent the LBU on enterprise level programs and/or committees, ensuring interests and business initiatives are clearly communicated and incorporated into the planning and implementation.
- Foster a creative, innovative and results-oriented environment through effective resource planning, decision-making support, and individual coaching and empowerment.
- Proactively develop, maintain and manage high profile relationships with various internal contacts to determine cross-channel, cross-division marketing opportunities, as well as external stakeholders including the vendor/suppliers, service providers, regulatory and government bodies in order to develop strategic partnerships and achieve desired business outcomes.
- Ensure team members develop and execute all strategies utilizing a player-centric approach. Ensure they seek and utilize player data, research and customer feedback to guide decision making.
- Be the guardian and ambassador of the new Lotto! brand to ensure it is effectively and accurately represented and incorporated into marketing initiatives and Lottery’s retail network.
- Develop and evolve Lottery’s digital marketing strategy which includes, but is not limited to digital signage, mobile, social media, website, eDRM, and internal digital mediums (SST, VDT, PDU, etc.).
- Manage the development of complex product analysis, financial projections/forecasting, and consumer insights to aid the leadership and marketing teams in the development of strategic and tactical recommendations to optimize marketing and business programs.
- Oversee the development of new lottery products and key strategic projects, ensuring collaboration and effective planning and implementation.
- Develop and manage operational budget and develop business cases for new initiatives/expenditures, making high risk financial decisions.
Minimum Required Qualifications:
Education and Experience
- The knowledge and skills for this position would typically be acquired through a degree in a business discipline such as Marketing
- 8 to 10 years related experience with progressive levels of responsibility including a minimum of 3 years recent people management experience.
- Equivalent combination of education and/or experience may be considered
- Masters Degree an asset.
Technical Requirements
- Advanced knowledge of principles, concepts, practices, techniques and tools in the areas of advertising and marketing
- Experience in strategic design of management reports and/or presentations for marketing campaigns and product development
- Ability to work effectively in ambiguous situations.
- Ability to think quickly and respond appropriately to different audiences
- Ability to work cross-functionally to influence business practices and build buy-in.
- Exceptional people management and relationship-building skills with senior-level stakeholders both internal and external to a complex organization; a highly respected and collaborative team player; empathetic and participatory.Builds a high level of trust and cooperation.
- Strong business acumen with a results-oriented focus.Demonstrated experience in business planning in a leadership capacity; an ability to inspire the creation of innovative, high-impact strategies that lead the organization to new levels of performance and an ability to communicate insights in an effective manner to many stakeholder groups.
- Strong team building and leadership skills, and proven ability to motivate, coach and develop.
- Excellent strategic thinking skills; an ability to find innovative yet practical strategies to achieve goals and to link several strategies into a unified, future-focused plan.
- Highly self-motivated; assumes personal ownership and accountability.
- Holistic approach to problem solving.
- Ability to prioritize work and resources, keeping business value at the forefront of the decision making process.
- Understanding of lottery gaming, and the entertainment trends both within BCLC and other jurisdictions is an asset.