iLottery Marketing Director

$132,825 - $246,675/Yr

Aristocrat Leisure - Concord, NH

Full-time - Senior

Concord, NH

5,001-10,000 employees

About the position

The iLottery Marketing Director is a fully dedicated position for the New Hampshire Lottery Commission (NHLC), with the flexibility to work remotely. This role is responsible for driving the growth of the iLottery program, achieving key performance indicators (KPIs), and implementing digital marketing strategies in collaboration with the Lottery and vendor partners. The ideal candidate will have a strong background in digital marketing, campaign management, and customer experience optimization. In this position, the Marketing Director will develop both short and long-term digital marketing strategies and plans for iLottery to meet agency goals. This includes working with vendors and teams to achieve programmatic KPIs, assisting in planning acquisition and retention campaigns, and ensuring timely execution and analysis. The role also involves managing digital ad spending to ensure funds are allocated responsibly and effectively across proper channels, as well as developing A/B testing, segmentation, and campaign optimization strategies focusing on customer churn, recency, frequency, and lifetime value (RFM). The Marketing Director will serve as a liaison with the digital marketing agency and other partners, working closely with state agencies and internal business units to address programmatic needs and ensure deliverables are met. They will conduct ongoing reviews of iLottery campaigns, social media posts, FAQs, landing pages, and rewards program content, keeping Lottery stakeholders informed of iLottery rewards marketing initiatives. Additionally, the role requires evaluating customer experience and purchase flows across all digital platforms to identify opportunities for enhancement and researching new acquisition channels and retention methodologies to increase conversion and retention rates. The Marketing Director will also support the Lottery's Director of Marketing and collaborate with games, product, marketing, customer support, and sales teams on agency programs and initiatives relative to iLottery. This position is responsible for leading and managing a team focused on acquisition, retention, and creative support.

Responsibilities

• Develop short and long-term digital marketing strategies and plans for iLottery to meet agency goals.
• Work with vendors and teams to achieve programmatic KPIs.
• Assist in planning acquisition and retention campaigns, survey schedules, and ensure timely execution and analysis.
• Collaboratively work with the advertising vendor and lottery on all marketing activities for iLottery projects and promotions.
• Ensure campaigns run smoothly, stay on budget, and are delivered on time.
• Evaluate the success of programs by measuring ROI, monitoring, and tracking results, metrics, and trends.
• Manage digital ad spending to ensure funds are allocated responsibly and effectively across proper channels.
• Develop A/B testing, segmentation, campaign optimization, and relevant segment content focusing on customer churn, recency, frequency, and lifetime value (RFM).
• Serve as a liaison with the digital marketing agency and other partners.
• Work closely with state agencies and internal business units to address programmatic needs and ensure deliverables are met.
• Collaborate with customer support, games, products, and overall customer care teams.
• Conduct ongoing and timely reviews of iLottery campaigns, social media posts, FAQs, landing pages, and rewards program content.
• Keep Lottery stakeholders informed of iLottery rewards marketing initiatives and provide content for CRM knowledge base.
• Evaluate customer experience and purchase flows across all digital platforms to identify opportunities for enhancement.
• Research and identify new acquisition channels and retention methodologies to increase conversion and retention rates.
• Support the Lottery's Director of Marketing and games, product, marketing, customer support and sales teams on agency programs and initiatives relative to iLottery.
• Lead and manage a team working on acquisition, retention and creative support.

Requirements

• Bachelor's degree in Marketing, Business, or a related field.
• 10+ years of proven experience in digital marketing, campaign management, and customer experience optimization.
• 5+ years in a leadership position overseeing and performance managing a team.
• Strong analytical skills with the ability to measure and interpret campaign performance.
• Excellent communication and collaboration skills.
• Experience managing budgets and ad spending across multiple channels.
• Knowledge of A/B testing, segmentation, and campaign optimization techniques.
• Ability to work independently and remotely, while maintaining strong relationships with internal and external stakeholders.