Digital Marketing Manager
Top Benefits
About the role
We are transforming how our Players engage with our games and brand in an increasingly digital world. You will be on a team that is driving the future of our business by enhancing WCLC's digital presence by delivering innovative solutions. Be a part of a team that is shaping the next chapter of digital excellence for WCLC and our Players.
Opportunity
We’re seeking a strategic and collaborative, and data-driven Digital Marketing Manager to drive player acquisition and retention through impactful digital initiatives. This role will lead the evolution of our player-first marketing ecosystem, with a strong focus on lifecycle marketing, content engagement programs, and CRM/CDP strategy.
You will be at the heart of digital transformation- managing online contests, content programs with retention strategies that span across owned and paid channels. You’ll work closely with cross-functional teams, including Advertising, Brand and Digital Product, to ensure cohesive and high-performing digital campaigns that enhance overall player experience.
While the position is hybrid remote, you reside within the province of Alberta.
Accountabilities and Responsibilities:
- Lead the development and execution of our CRM/CDP strategy and roadmap.
- Lead the planning and implementation of lifecycle, retention, and engagement campaigns – including online contest and player engagement programs.
- Oversee day-to-day management of digital campaigns across email, and other owned media channels.
- Collaborate with third parties and internal teams to align campaign strategies, execution and content.
- Manage relationships with agencies, technology partners, and platform vendors to support campaign delivery and optimization.
- Plan and launch contest, retention, and lifecycle marketing initiatives.
- Oversee day-to-day management of CRM campaigns and owned media programs.
- Partner with Advertising/Brand teams on integrated campaign execution.
- Manage agency and third-party relationships for campaign support.
- Analyze and report on campaign KPIs to improve ROI.
- Leverage Best Practices & Emerging Technologies, stay current with the latest digital marketing trends, SEO/SEM advancements and demand generation best practices. Actively incorporate strategies where appropriate to enhance targeting, automation and optimization, ensuring WCLC remains innovative.
- Lead and mentor the Digital Marketing Specialist and Coordinator roles.
Qualifications & Competencies:
- 5+ years in digital marketing with hands-on experience in CRM, CDP, or lifecycle programs.
- Strong grasp of campaign performance reporting and data-driven optimization.
- Skilled in building strong partnerships across internal teams and outside partners.
- Strong background in content development and strategy, driving growth through engaging and optimized content.
- Demonstrated project and leadership skills with a track record of successful delivery.
- Team player with excellent communication and collaboration skills across departments.
- Familiarity with CRM/CDP tools is a strong asset.
- Ability to lead teams through rapid change in business needs, processes and technology.
Who we are
You may not be very familiar with WCLC, but you’re almost certainly familiar with the products we help bring to players throughout the Prairie Provinces and the North every day; lottery games like LOTTO 6/49, 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 who are proud to live and work in our region. We’d love to talk to you about how you fit into that.
We offer a challenging, collaborative work environment, competitive benefits, and a good work-life balance.
About WESTERN CANADA LOTTERY CORPORATION
The Western Canada Lottery Corporation (WCLC) is a non-profit organization founded in 1974 that operates lottery and gaming-related activities for its members, the governments of Alberta, Saskatchewan and Manitoba. Yukon, the Northwest Territories and Nunavut participate as associate members.
Digital Marketing Manager
Top Benefits
About the role
We are transforming how our Players engage with our games and brand in an increasingly digital world. You will be on a team that is driving the future of our business by enhancing WCLC's digital presence by delivering innovative solutions. Be a part of a team that is shaping the next chapter of digital excellence for WCLC and our Players.
Opportunity
We’re seeking a strategic and collaborative, and data-driven Digital Marketing Manager to drive player acquisition and retention through impactful digital initiatives. This role will lead the evolution of our player-first marketing ecosystem, with a strong focus on lifecycle marketing, content engagement programs, and CRM/CDP strategy.
You will be at the heart of digital transformation- managing online contests, content programs with retention strategies that span across owned and paid channels. You’ll work closely with cross-functional teams, including Advertising, Brand and Digital Product, to ensure cohesive and high-performing digital campaigns that enhance overall player experience.
While the position is hybrid remote, you reside within the province of Alberta.
Accountabilities and Responsibilities:
- Lead the development and execution of our CRM/CDP strategy and roadmap.
- Lead the planning and implementation of lifecycle, retention, and engagement campaigns – including online contest and player engagement programs.
- Oversee day-to-day management of digital campaigns across email, and other owned media channels.
- Collaborate with third parties and internal teams to align campaign strategies, execution and content.
- Manage relationships with agencies, technology partners, and platform vendors to support campaign delivery and optimization.
- Plan and launch contest, retention, and lifecycle marketing initiatives.
- Oversee day-to-day management of CRM campaigns and owned media programs.
- Partner with Advertising/Brand teams on integrated campaign execution.
- Manage agency and third-party relationships for campaign support.
- Analyze and report on campaign KPIs to improve ROI.
- Leverage Best Practices & Emerging Technologies, stay current with the latest digital marketing trends, SEO/SEM advancements and demand generation best practices. Actively incorporate strategies where appropriate to enhance targeting, automation and optimization, ensuring WCLC remains innovative.
- Lead and mentor the Digital Marketing Specialist and Coordinator roles.
Qualifications & Competencies:
- 5+ years in digital marketing with hands-on experience in CRM, CDP, or lifecycle programs.
- Strong grasp of campaign performance reporting and data-driven optimization.
- Skilled in building strong partnerships across internal teams and outside partners.
- Strong background in content development and strategy, driving growth through engaging and optimized content.
- Demonstrated project and leadership skills with a track record of successful delivery.
- Team player with excellent communication and collaboration skills across departments.
- Familiarity with CRM/CDP tools is a strong asset.
- Ability to lead teams through rapid change in business needs, processes and technology.
Who we are
You may not be very familiar with WCLC, but you’re almost certainly familiar with the products we help bring to players throughout the Prairie Provinces and the North every day; lottery games like LOTTO 6/49, 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 who are proud to live and work in our region. We’d love to talk to you about how you fit into that.
We offer a challenging, collaborative work environment, competitive benefits, and a good work-life balance.
About WESTERN CANADA LOTTERY CORPORATION
The Western Canada Lottery Corporation (WCLC) is a non-profit organization founded in 1974 that operates lottery and gaming-related activities for its members, the governments of Alberta, Saskatchewan and Manitoba. Yukon, the Northwest Territories and Nunavut participate as associate members.