Lottery Advertising Supervisor (Digital)

Non-Competitive Qualifications

Minimum Qualifications

• Bachelor’s Degree, in marketing, communications, business, IT or a related-field; AND
• 5 years of experience in direct and/or digital marketing, ideally in a similar industry.
• Strong background in customer acquisition, engagement, and retention strategies.
  
  

Promotion Non-Competitive Qualifications

One year of permanent competitive service as a Lottery Marketing Specialist, SG-23 or a Regional Sales Program Coordinator, SG-23

Interested applicants should provide proof of Bachelor's degree and clearly indicate the experience which meets the minimum qualifications.

Duties Description

Under the direction of the Director of Lottery Marketing & Sales, the Lottery Advertising Supervisor (Digital) will lead strategies, development and implementation of the New York Lottery’s digital consumer engagement and digital marketing programs in service to the Lottery’s mission for education.

Strategy/Development

Specifically, the individual will plan and deliver digital marketing programs encouraging player acquisition, engagement and retention designed to meet key performance indicators (KPIs) determined by senior Lottery staff. Digital ecosystem includes, but are not limited to, consumer-facing website, social media, digital engagement program, digital interactive solutions, email communications, and mobile application(s). Digital marketing initiatives will contribute to the delivery of New York Lottery’s revenue goals and maximize aid to education. Specific responsibilities:

• Guides the process of digital creative and content development and digital media planning and buying, in conjunction with strategic marketing partner agencies, to meet player acquisition goals.
• Participates in development of digital program briefs, formulation of research and testing plans as well as ability to work with agencies and internal staff in creation of product launch strategies and ensure flawless execution.
• With input from key Gaming Commission stakeholders, leads the development and content creation and facilitate ongoing optimization to improve player and visitor experience.
• Develops, manages and measures the New York Lottery’s digital engagement program.
• Ensures the Lottery database is segmented effectively for strategically targeted marketing activities.
• Uses player segmentation models and profiling and analysis techniques to inform the Customer Relationship Management (CRM) program.
• Creates content calendar and works collaboratively with internal team and agencies to implement engaging social media communications to further the goals of the New York Lottery brand.
  
  

Management/Implementation

• Manages and oversees the entire NYL digital marketing ecosystem which consists of the following:
• Consumer and Retailer websites
• Mobile applications
• Digital engagement program
• Customer Relationship Marketing (CRM)
• Database management
• Marketing microsites
• Future digital marketing solutions
• Directs and supervises activities of a Lottery Marketing Specialist and partner agency staff, on all digital projects and initiatives.
• Works cross-functionally with New York Lottery colleagues to scope and deliver digital marketing programs, direct communications and CRM efforts that are aligned with overall goals and objectives..
• Effectively directs and manages the relationship with contracted digital partner by setting clear objectives, providing quality input, and overseeing their outputs to achieve stated objectives. Individual will be responsible for managing digital marketing vendor and ensuring contract compliance.
• Develops and manages the CRM platform, communications and schedules. Optimizes communications and measures engagement.
• Oversees the management of digital marketing budgets set by senior Lottery staff, ensures campaign ROIs are optimized and projects are delivered on time and on budget.
• Develops and manages operational timelines for digital marketing initiatives and coordinates execution with overarching marketing plans.
• Ensures that all digital marketing operations and data are secure, and risks are minimized.
• Ensures Responsible Gaming standards are adhered to and incorporated into digital marketing programs.
  
  

Analysis/Optimization

• Monitors and maximizes customer lifetime value strategies ensuring maximum profitability.
• Collaborates with stakeholders, Lottery Operations and digital marketing partner to develop testing strategies for all digital assets.
• Monitors progress towards established digital engagement Key Performance Indicators (KPIs) and provides detailed analysis of performance and recommendations for all digital initiatives.
• Works collaboratively with digital partners to meet or exceed player acquisition, retention, and value KPIs for the digital marketing and CRM programs.
• Leads the development of a comprehensive data strategy, monitor KPIs and maximize insights from data to inform future digital asset and engagement optimization.
• Contributes to annual digital marketing partner review process to evaluate agency performance.
  
  

Additional Comments

Prohibition against Playing and Wagering:

Commission employees and family members residing in their households are prohibited from purchasing Lottery tickets or claiming Lottery prizes. Commission employees are prohibited from wagering upon any horse racing, commercial gaming, video lottery gaming, Indian gaming, charitable gaming activities, interactive fantasy sports, and mobile sports wagering within the State. To avoid any appearance of impropriety of conflict of interest, Commission employees will be prohibited from all aspects of promoting, operating, and playing in any charitable gaming, which includes bingo and games of chance such as raffles, whether the organization conducting the game is required to be licensed by the Commission. The prohibition placed upon each Commission employee from assisting with any charitable gaming does not apply to the employee's family unless the employee thinks it presents a conflict of interest related to his or her job duties. Commission employees must also avoid any outside activities that could interfere or be perceived to interfere with their job duties.

Pursuant to Executive Order 161, no State entity, as defined by the Executive Order, is permitted to ask, or mandate, in any form, that an applicant for employment provide his or her current compensation, or any prior compensation history, until such time as the applicant is extended a conditional offer of employment with compensation. If such information has been requested from you before such time, please contact the Office of Employee Relations at (518) 474-6988 or via email at [email protected].