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Senior Manager Lottery Strategy


Position: Senior Manager, Lottery Strategy
Reports to: Director, Lottery
Department: Lottery
Location: Toronto, ON
Status: Permanent, Full-time

The Opportunity:  

 This is an amazing opportunity for a direct response marketer who is equally as passionate about strategy as they are about execution.  Working in a true multichannel environment they will be able to innovate to shape the lottery and grow revenue that is used to benefit millions of Canadians affected by heart disease and stroke. The successful candidate will work with internal and external teams to target best in class communications.

Position Summary:

 Reporting to the Director, Lottery, this is a key and hybrid role between strategic thinking and execution.  The role needs a strategic thinker who understands the evolving world of direct response marketing and then can execute this knowledge and participate in the implementation of all elements of a plan. 

Key Responsibilities:

Strategic Planning and Budgeting 

  • Reviews research and analysis to gain a deep understanding of customers to guide and develop channel strategy, audience and key messages
  • Work with the Director, Lottery to manage the development and execution of the Lottery’s annual marketing and communications plan
  • Monitors and evaluates trends in direct response marketing to identify new opportunities and recommend adjustments to strategies as appropriate.
  • Develop a strategy to engage lottery customers throughout the year through content
  • Assist Director, Lottery in the development of revenue and expense forecasts as part of the annual budget process
  • Focus on risk management related to gaming requirements
  • Responsible for reporting of revenue and expense targets.
  • Constantly reviews response and conversion metrics and quickly incorporates them into tactical programs.
  • Monitors and evaluates the performance of campaigns to ensure that goals are delivered per plan.
  • Comply with all policies and practices, including Financial, Accounting, IT, Contract and Purchasing, and compliance with the Code of Professional Conduct.  

Campaign Planning and Execution

  • Generates ideas and leads creative development with our agencies and acts as a filter to turn a large array of test ideas into a short list that balances short-term and long-term goals.
  • Analyzes test results, identifies winning creative, strategies, and segments, and finds innovative ways to turn results data into tangible and meaningful wins.
  • Manages the execution of online and offline direct response campaigns including agency briefings, media targeting, creative production, tracking & post analysis of campaigns.
  • Provide data-driven, strategic marketing direction and executional oversight in a multi-channel environment
  • Leads the end to end tactical planning in order to grow all digital channels including web, email, social, search
  • Possess a deep understanding of data, predictive models  and segmentation in order  to target communications
  • Leads creative design and content for lottery communications including social channels, e-newsletters, marketing brochures, etc. 
  • Input into and executional management of annual innovation and testing plans for the Lottery program

Internal and External Relationship Management

  • Ensure supplier relationships are properly established, clearly documented and managed in accordance with Contract and Purchasing Policies.
  • Build, manage and sustain the internal and external business relationships necessary to support the Lottery’s objectives
  • Work across the organization to keep informed of other Foundation programs and activities to identify opportunities for lottery growth communications 
  • Provide regular updates to the Director, Lottery regarding any program issues and possible resolution options

People Management

  • Lead the development of a highly effective team, ensuring high standards of delivery, competence and values are maintained and that staff is well supported in fulfilling their accountabilities, developing their skills and achieving their career potential.  
  • Manage the day-to-day workflow of the Manager, Marketing Communications and  Coordinator, Lottery in executing plans and resolving any program issues across all phases of campaign development and implementation
  • Provide clear direction on business goals and priorities; ensure optimal deployment of resources to achieve business goals
  • Establish team performance plan; build a strong team and develop cohesive lateral relationships cross functionally
  • Establish performance plan and objectives and review on an ongoing basis; provide coaching and feedback to direct reports as per the performance management process
  • As required, recruit skilled talent in support of current and future needs, following policies, interviewing methodology and assessment guidelines
  • Familiarize and comply with all policies 
  • Provide coaching and development to team members and implement initiatives that effectively inspires loyalty and philanthropy amongst our supporters. 
  • Demonstrate the values through behaviours
  • Ensure accurate administration of employee related information: absence records, vacation, title, etc.
  • Ensure direct reports are in full compliance Foundation and Departmental policies and practices.

Reporting Relationships:

  • Manager, Lottery Communications
  • Coordinator, Lottery

Lateral Relationships:

  • Works closely with Procurement, Finance and Marcomm
  • External Agency partners/Vendors
Qualifications:

Education: 

  • University degree in Marketing 

Experience:

  • 8+ years of experience specifically in a data driven, direct sales environment
  • 2-4 years of people management experience 

Please forward your cover letter and resume to:   resumes@hsf.on.ca

Please include the exact job title, including location, in the subject line of your email.

Candidates from diverse groups are encouraged to apply. This job opportunity may remain posted until the position is filled.

We are committed to fostering an inclusive, barrier-free and accessible environment.  If you have been contacted for an interview and require an accommodation due to disability to participate in the recruitment and selection process, please advise us and we will work with you to meet your needs.

We thank all applicants for their interest in this position however we will only be contacting those selected for interviews.