Director Communications

Job Details

Description

SUMMARY

The Director of Communications is responsible for developing and implementing the Lottery’s corporate communications plan through the creation, direction and evaluation of marketing communications strategies and public relations initiatives. This is accomplished through the effective utilization of a variety of communication channels including traditional media, digital/online media, social media, print publications, video, and community/media relations. The focus for this role is on enhancing the Lottery’s brand and corporate image as well as providing support to sales, marketing and advertising initiatives that drive revenue and promote public trust and contribute to a positive player/winner experience and enhanced retailer relationships.

ESSENTIAL DUTIES AND RESPONSIBILITIES Include The Following

• Design, develop and implement all components of the Lottery’s communications plan to garner positive media coverage of the Lottery, its contributions, prizes, winners’ experiences, product launches and game changes Monitor media coverage and effectively utilize analytical tools and metrics to communicate findings and make recommendations to executive team. Plan and coordinate the organization’s news release and media relations strategy, including analysis of campaign and messaging effectiveness.
• Serve as primary spokesperson, along with Lottery President, for live and taped media interviews; provide assistance and counsel to Lottery President on all public relations matters and develop positioning strategies to prepare President for media interviews, public appearances, and crisis communications responses. Serve as a member of the corporate disaster recovery team.
• Analyze potential public relations issues by monitoring news coverage, interactions with players, retailers and the public arising from telephone calls, emails, social media interactions and letters. Identify key issues affecting the Lottery and develop public relations strategies and messages to address them. Promote responsible gaming, problem gambling awareness and consumer protection strategies relative to the Lottery.
• Coordinate and implement components of the Lottery’s internal communications plan, including preparation of white paper statements, talking points or presentations to educate employees on key industry issues and product rollouts. Ensure Lottery employees are aware of the Lottery and industry news needed to best perform their jobs, especially marketing and corporate initiatives, news from LLC board meetings and Town Hall podcasts with Lottery President. Utilize internal communications channels such as training programs, printed materials, and effective messaging via Team Lottery on Microsoft Teams.
• Oversee the design, content and user functionality of all digital communication channels, including the Lottery’s website (louisianalottery.com), intranet (Team Lottery), Club Lotteaux (specifically player promotion design/implementation and broadcast email messaging), Mobile App notifications, Social Media platforms (Facebook, Instagram, X, Linked In & YouTube pages). Monitor the performance and formally report results as part of the MarComm Dashboard.
• Partner with the VP of Marketing and the Director of Products to develop research initiatives designed to increase market intelligence and utilize in developing brand and product promotions among varied marketing audiences. Collaborate with the Director of Products to identify and pursue strategic alliance opportunities and execute product promotional strategies.
• Coordinate activities with other members of the marketing staff to ensure a consistent message including working with the Art Director to develop point of sale and print advertising programs and working with Broadcast Producer on scripts for player education videos, product promotion and general creative concepts.
• Effectively work with Sales Department staff to create effective retailer and player promotions. Ensure consistency across all channels with advertising and promotional messages including TV, radio, print, digital, social media, POS, and permanent signage.
• Direct the publication of “The Exchange" magazine (six times per year) for Lottery retailers and their staff. Set story menu, develop content, serve as managing editor.
• Perform other duties within the scope of job assignment as required or requested by supervisor.
  
  

SUPERVISORY RESPONSIBILITIES Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

QUALIFICATIONS To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

EDUCATION And/or EXPERIENCE

Bachelor's degree (B. A.) from four-year college or university in advertising, communications, marketing, or related field with a minimum of 10 years’ experience and/or training in corporate communications/brand management. Strong knowledge/experience with business-to-business and business-to-consumer marketing functions; general business education and an understanding of retail operations is preferred. Ability to independently plan and implement and analyze sales promotions, strategic alliances, social media, public relations campaigns and advertising programs is critical. Must possess exceptional organizational skills and high proficiency in the use of MS Office applications. Ability to stay current with new/emerging media and communication technologies is required.

Language Skills

Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Exceptional verbal communication and writing skills are required; must be able to effectively present information and respond to questions from groups of managers, clients, customers, and the general public.

Mathematical Skills

Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra, statistics, and geometry.

REASONING ABILITY

Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.

PHYSICAL DEMANDS The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is frequently required to sit; use hands to finger, handle, or feel; and talk or hear. The employee is occasionally required to reach with hands and arms. The employee must frequently lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision.

WORK ENVIRONMENT The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually quiet.