director marketing Toronto
OLG
Full Time
Toronto
145071 - 117080 CAD ANNUAL Today
Job description
Director Marketing Communications & Brand Experience
GAME ON – OLG needs you
We’ve said GAME ON, and we mean it – OLG is rapidly transforming its organization to better serve Ontarians by delivering great gaming experiences through our digital, retail lottery, and land-based casino channels. In our fiscal 2019-20 year alone, OLG delivered over $2.3 billion in net profit to the Province of Ontario. OLG is now expanding our horizons even further, with a new strategic direction, to become a world class gaming entertainment leader with a globally admired digital platform.
We are ready to take this game to the next level and need a passionate Director Marketing Communications & Brand Experience to be accountable to direct OLG’s creative ideation, development, execution and measurement for integrated advertising campaigns, branded content, and brand experiences designed to drive OLG brand strategy, player acquisition and business revenue.
YOUR ROLE IN THE GAME
Reporting to the VP Brand & Marketing Officer, you will be empowered to:
- Act as OLG’s expert for creative content and direct the development of integrated advertising campaigns, branded content, and brand experiences (experiential events and activations) across OLG enterprise for all media channels (paid, owned and earned). This includes creative strategy, idea concept development, production execution, distribution, implementation, in-market cycle plan, campaign measurement and reporting, and determining lifespan for all marketing communications
- Direct the development and ensure the successful delivery of brand experience (XM) strategies that inform value driven activations for OLG Masterbrand and product brands, in collaboration with Brand Marketing and LoB Product Management teams
- Work collaboratively with OLG Masterbrand and Product Management teams to provide subject matter expertise in the development of communication strategies (product positioning, messaging and media plans) and brand experience strategies
- Direct the development of product brand design guidelines for use internally by content development teams, ensuring consistent alignment of brand look, feel, tone and manner
- Select and direct OLG roster of creative advertising, experiential and direct to production agencies, manage assignment of agency scopes of work, and be the OLG prime contact for all agencies
- Oversee and direct total creative advertising production budget of $20-25M, including agency fees, strategic planning, and creative/content production
- Seek out and implement appropriate production models and MarTech platforms to optimize workflow, improve customer experience, and deepen brand engagement
- Direct consumer insights that deliver qualitative and quantitative creative testing, tracking and evaluation and exploratory research to define creative strategies and testing, as well as post campaign analysis
- Lead evaluation of creative research data and ad campaign performance, with a particular focus on digital performance, to draw insights for communication strategies and future creative development
- Collaborate with research, ad agencies and brand/product marketing teams to define success benchmarks and KPIs of communications strategies across all mediums and continuously evaluate performance against the KPIs to improve the group’s effectiveness
- Engage thought leaders and external experts to develop new media and communication opportunities that will deliver innovative ways to build meaningful relationships with our consumer
- Lead Prize Centre marketing, winner experience and branding requirements working alongside Prize Centre Management team to ensure marketing needs, operations and process align with Prize Centre Policy
- Support the professional growth of team members through building strong relationships as a mentor, and monitoring talent, competency, and skill development to ensure attainment of individual career goals and department objectives
WHAT YOU NEED TO PLAY
Work Experience: 7+ years of experience in marketing communications strategy and measurement across various mediums with a focus on digital; experience in creative agency management; experience leading IMC teams and business delivery in a matrixed organization is a major asset; experience managing complex experiential activations is also an asset
Education: Degree in Marketing, Business Management, or a related field
Critical Skills: Ability to interpret ad campaign results and apply insights to develop creative communication strategies; ability to evaluate ideas and apply sound judgement to deliver effective campaigns and optimize communication to make it relevant and contextual by channel; strong analytical skills; creativity and innovation; communication skills; leadership skills
Negotiation and Influence: ability to negotiate and influence effectively while being open to perspectives and maintaining strong relationships
Strategic Thinker: strong strategic and critical thinker with ability to delve into unique challenges and find creative solutions
Collaboration & Fun: inclusive and collaborative work style while creating fun and excitement in our work!!
Integrity and Trust: do what's right and operate with transparency and openness
PERKS OF JOINING OUR TEAM
- Part of a Bigger Picture: socially responsible company that gives back all its profits to the province and people of Ontario
- Flexible Work Environment: to help balance both work and life
- You Matter: family friendly work practices and hybrid work
- Freedom to Innovate: supports new and better ways to be successful
- Be your Authentic Self: environment that values diversity as a source of strength
- Learning Galore: 24-7 access to robust online learning programs
- Public Service Pension Plan: participate in a major defined benefit pension plan sponsored by the Government of Ontario
- Variable Pay Program: performance-based incentives to share in our success (Permanent OLG Employees Only)
Learn about OLG – GAME ON!
OLG’s purpose is to contribute to a better Ontario by delivering great entertainment experiences for our customers. We are a multi-billion-dollar organization with a wide array of business lines including, lottery, land-based casinos, digital lottery and casino, horseracing, and charitable gaming. OLG is amidst a massive transformation focusing on being customer obsessed and bringing our digital business to a whole new level.
The key to our success is our people. Our culture will be grounded in true, positive partnerships that embrace trust, clarity, and openness in all that we do. We are supporting and empowering employees and teams across the organization through greater accountability, leadership development and growth opportunities. OLG is embracing more flexible work options and family friendly work practices including hybrid work.
Equity, diversity, and inclusion are essential elements of our culture and cornerstones of the Five Truths that OLGers Live by. At OLG, our employees have the space to be themselves and use their perspectives and skills to benefit the people and the Province of Ontario. OLG is an equal opportunity employer. We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act.
While we are re-shaping and growing our business, we are unwavering when it comes to living our purpose, and ensuring our business delivers meaningful benefits for the people of Ontario. OLG’s net profits are reinvested back into the province, contributing to the quality of life for Ontarians.
To learn more about OLG go to our website at
www.olg.ca
We look forward to hearing from you, interested applicants please apply online by June 21, 2023.
OLG is an equal opportunity employer. We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. Please contact Human Resources at if you require accommodation at any time throughout the hire process.
We thank you for your interest in this opportunity; however only those individuals selected for an interview will be contacted.
Personal information is collected by the Ontario Lottery & Gaming Corporation (OLG) and/or its third party service provider(s) under the authority of the Ontario Lottery and Gaming Corporation Act, 1999, SO 1999, c 12, Sch L and the Employment Standards Act, 2000, S.O. 2000, c. 41 (as amended) and will be used for the purpose of determining qualifications for employment with OLG and for recruitment modernization initiatives. The information will be managed in accordance with all applicable laws, OLG’s Protection of Privacy Policy (the Policy) and related policies and procedures. For any questions about this collection, please contact , 800-70 Foster Drive, Sault Ste. Marie, ON, P6A 6V2.
About OLG
CEO: Duncan Hannay
Revenue: $2 to $5 billion (USD)
Size: 1001 to 5000 Employees
Type: Government
Website: www.olg.ca
Year Founded: 1975
OLG
www.olg.ca
North York, Canada
Duncan Hannay
$2 to $5 billion (USD)
1001 to 5000 Employees
Government
Gambling & Betting
1975
