Brand Marketing Manager

Do you have a proven track record in creating effective advertising campaigns and strive to deliver best in-class marketing solutions? Are you proactive with an eye on the big picture while also making sure all the small details are in place? Are you driven, inspired, and experienced?

If so, we want to talk to you.

The Western Canada Lottery Corporation (WCLC) is looking for a dynamic and accomplished Brand Marketing Manager who blends creativity and strategic thinking to develop impactful marketing campaigns In this role, you would focus on growing brand awareness and loyalty among our players by enhancing positioning of our products across various channels and touchpoints. You will report to our Manager of Marketing and work closely with cross-functional teams.

Responsibilities

As a Brand Marketing Manager, you will…

• Develop and implement comprehensive marketing strategies and campaigns that elevate the visibility and perception of our games among target audiences across all channels.
• Own the brand journey from insight to execution, with clear accountability for business outcomes (e.g., growth, engagement, and brand health) not just marketing outputs.
• Monitor and evaluate the effectiveness of brand marketing; conducting post-campaign analysis and making recommendations for continuous improvement.
• Digest and interpret analytics, and sales data to help inform campaign optimizations and the development of future campaigns.
• Analyze player research and market trends to identify opportunities to support overall brand strategies and tactical promotional campaigns.
• Stay informed about industry best practices, emerging trends, and regulatory requirements related to marketing and advertising in lottery and gaming.
• Drive our brands forward in a highly competitive and fast-paced environment.
• Manage the brand marketing budget, track performance metrics, and provide regular reporting and insights to key stakeholders.
• Build and maintain strong relationships with external partners and agencies, vendors, and media outlets to maximize exposure and marketing opportunities.
• Manage external agencies in the strategy, planning, and execution of multiple campaigns.
• Collaborate with internal departments and our partner organizations to ensure campaigns are reaching both current and future players.

Qualifications and attributes

To thrive in this role, you’ll need…

• A minimum 7 years’ experience in product marketing or brand management.
• A degree/diploma in business, marketing, communications, or a similar related discipline.
• Proven experience in building omni-channel (online and off), holistic (earned, owned, and paid) product marketing strategies and plans that drive awareness, engagement, and loyalty.
• Solid understanding of current and emerging social media tactics and experience in developing engaging content/experiences.
• Experience with non-traditional, experiential marketing.
• Proficiency in marketing analytics tools, digital marketing platforms, and Microsoft Office Suite.
• A passion for storytelling, innovation, and creative thinking that helps design memorable brand experiences.
• Strong strategic thinking and analytical skills, with the ability to translate insights into actionable marketing initiatives.
• Excellent organizational skills, with the ability to prioritize and manage multiple projects simultaneously within deadlines and budget constraints.
• The ability to travel on occasion.

Who we are

You may not have heard of us before, but you’ve almost certainly heard of the products we help bring to players throughout the Prairie Provinces and the North every day; lottery games like LOTTO MAX, SPORT SELECT, and dozens of instant scratch tickets.

WCLC is the non-profit organization authorized to manage, conduct, and operate lotteries – at retail and online – and other gaming-related activities for the governments of Alberta, Saskatchewan, and Manitoba as well as the Yukon, Northwest Territories, and Nunavut. We work closely with our provincial partners to bring a first-rate lottery experience to our players and meet their changing needs with new technology and tools.

We know it’s our people that make this possible, which is why we invest in building talented, adaptable, and accountable teams. We’d love to talk to you about how you fit into that.