Brand Specialist

Overall Objective and Purpose:

Responsible for developing and executing integrated marketing strategies to ensure competitive and leadership positioning of Lottery and gaming product and services, driving revenue and sales objectives and ensuring “customer first” consumer experience. The incumbent will be an ambassador for company and brand and will be expected to lead by example, modelling IGT values and reinforcing the company’s mission, vision for the attainment and alignment of business goals and objectives. 

Principal Duties:

• Establishes and maintains strong Lottery leadership, brand awareness, competitive positioning and business growth through the development and execution of integrated marketing function to achieve identified goals, objectives and targets within stipulated budgets and deadlines, in adherence with the company’s policies and processes

• Champions brand and portfolio growth, development, positioning and education, through: 

o Development and implementation of integrated brand and marketing plans to ensure portfolio growth, consumer relevance and attainment of KPIs

o Streamlined, consistent, strong brand positioning, visibility and relevance to consumers (and other stakeholders) across all sites, brands and integrated marketing platforms 

o Ensuring adherence to company and branding guidelines by external and external stakeholders

o Development of plans, initiatives, campaigns and programs to support site-specific and Lottery-managed store goals

o Consistent monitoring/ analysis/ reporting of brand performance; ensuring timely intervention and execution of plans 

o Application of industry best practices to optimize efficiency and effectiveness

o Timely, accurate brand communication and updates in adherence with established brand and communications guidelines and protocols

• Supports the development/ implementation/ delivery of integrated, strategic and tactical go-to-market plans, programs and initiatives, including (but not limited to):

o Annual and 5-year strategic marketing planning (focused on business, products/ services and individual sites)

o Integrated marketing and promotional plans and campaigns tailored to achieve portfolio, site (country-specific), retail agent and Lottery-managed store KPIs

o In-trade assessments (of retail agent base), development and execution of plans to ensure optimum brand positioning and visibility

Responsibilities:

• Ensures timely and successful coordination and execution of all strategic and tactical plans and initiatives in collaboration with cross-functional departments and teams

• Executes, assess and reports on marketing activities impact and effectiveness, including customers’ promotion programs, incentive programs with distribution sites, advertising campaigns objectives, and point of sales materials 

• Works collaboratively with site, sales and other relevant teams to ensure effective and streamlined in-trade (Retail agent) branding, visibility, product and service training, promotional and other marketing related support services 

• Closely monitors, reports and recommends timely solutions to macro, micro and competitor developments that are directly and indirectly business impacting  

• Recommends and supports the execution of market research, analyzes customer insights, market conditions, and competitor information with (working alongside Business Intelligence and other relevant department) 

• Monitors, reconciles and maintains control of portfolio budget and other relatedexpenses 

• Work alongside corporate and other applicable departments (as required) to drive portfolio, game and product development, enhancements, launches

• Manages and maintains beneficial relationships with external partners (Marketing/ Media/Advertising/Digital Agency, supplier, printers, Commercial services partners etc.) 

• Supports portfolio training and education to ensure internal and external stakeholder knowledge of products and services, including development of material and conducting of sessions

• Interface with key external stakeholders including customers, retail agents, partners and project operations to deliver marketing specific projects and support (as identified)   

• Understands the impact of cost elements on brand profitability and monitors and tracks brand related marketing budget to ensure brand profit objectives are achieved

• Directs advertising programs (online and offline)

• Plans and coordinates internal and external events and initiatives ensuring the company’s corporate and brand image is maintained, well represented and positioned (according to guidelines) 

• Ensures the provision of timely, efficient and high “Customer-first” service levels 

• Clearly demonstrates and articulates company’s mission, vision, values, goals, objectives and targets

• Performs additional duties and responsibilities as assigned

General

• Exercises judgment in decisions made within generally defined practices and policies  

• Standard requirements for research and analysis. N/A  

• Opportunity and consequence of typical errors (supervision)- Errors could negatively impact company and brand reputation/ integrity; potential legal, regulatory and business (sales) impacts 

• Frequency and complexity of internal business contacts- High 

• Frequency and complexity of external business contacts- High. Meets with existing and potential customers 

• Physical (% time: travel, operating machinery, environmental etc.)- Varied

Essential requirements

• Highly proficient in usage of Online Marketing & Digital Management tools, MS Office Suite software (Word, Excel, PowerPoint) 

• Experienced in the usage of and up to date with digital and social media tools, platforms (apps and other digital solutions)  

• Possesses the unique skills of being both highly analytical and creative to drive superior campaign performance – a true holistic, strategic thinker and executer 

• Has a natural passion and drive towards excellence and success, with keen attention to details and a high sense of ownership  

• Outstanding communication skills (verbal, written and presentation) 

• Highly developed interpersonal skills with a positive attitude and proactive, solutions -focused approach 

• Self-motivated and able to drive results working collaboratively with cross functional teams or independently with minimal supervision, with demonstrated sound decision-making and problem-solving skills  

• Ability to function within multidisciplinary and multicultural teams 

• Enthusiastic, passionate, and driven to achieve targets and goals 

• Well organized with strong time management skills 

• Strong expense management and discipline with an eye on ROI and business development opportunities  

• Ability to provide support in a dynamic environment, maintaining professionalism under high pressure situations  

• Flexible to work extended hours based on business needs (evenings, weekends, public holidays) 

• Willing to travel on an "as needed" basis 

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