Mgr Market Research I

Overview

This is a customer-facing position responsible for marketing and analytics functions which support sales, strategic and marketing planning, product development, and IGT customer needs.  These functions include historical market analyses and recommendations, retailer optimization and expansion analyses, market segmentation, marketing planning, customer consultation, and support of sales improvement programs.
 

The Market Research Manager performs a wide range of duties including fulfilling customer requests for reports and analysis, creating, and delivering customer presentations, and developing and leading marketing initiatives for the site.
 

Responsibilities

• Work with the local site team to gather sales and retailer data for use in marketing analysis.
• Analyze large data sets across multiple jurisdictions to identify best practices for increasing sales.
• Develop, organize and manage material on the Retailer Services Portal.  Strategize with customer to enhance RSP User Experience.
• Provide quarterly industry update reports including sales trends (lotto and scratch) by game category, comparable jurisdictions increase and decrease, promotions, and jackpot sales changes.
• Provide monthly Minnesota sales trend analysis by game, bet type, retailer type, SIC, top 5 increase and decrease by geographic category.
• Provide quarterly/monthly Vending Sales Analysis by placement, product/game, planogram, ITVM versus counter, SIC, machine type, reinvestment and other trends as assigned by the Lottery.
• Deliver reports and analytic applications in a presentable and actionable format that customers can leverage for clear insights.
• Assist in the development of customer presentations.
• Delivers customer presentations.
• Assist with developing and implementing sales improvement plans.
• Assist customer with research projects, as needed.
• Coordinate with the U.S. field marketing team on site-specific and corporate-wide marketing initiatives.
• Serve as a liaison between company, lottery officials and retailers.
• Assist with implementation of new games and new game enhancements.  Assists in the planning, coordination, and participation in all new game testing.
• Maintain open communications with the lottery.
• Share information with others on team to increase information, knowledge, account penetration, volume, market share, and share timesaving ideas.
• Works with the Software and Quality assurance team to provide guidance and direction to ensure accuracy and ease of use for the Business Objects system.
• Participates in regularly scheduled sales and product meetings.
• Directs, coaches, monitors, and provides support for all activities of the Marketing staff for the site, including but not limited to the following team members: Graphic Designer/Content Developer, BI Analyst.
• Evaluates staff assignments, scheduling and work performed to ensure maximum coverage, productive use of time and resources and compliance with procedures and standards. 
• Ensures all employees are sufficiently trained to perform their jobs by identifying technical and soft skill training needs, planning, and scheduling internal and external training, conducting training as needed and following-up and evaluating the effectiveness of training.
• Inspires and motivates employees to achieve results by setting high performance goals for all employees, rewarding, and recognizing employees’ strong performance, celebrating team achievements, and providing incentives based on a knowledge of what motivates each employee.
• Effectively manages the performance of his/her team by meeting periodically with employees to discuss performance expectations and goals, providing frequent coaching and mentoring, accurately evaluating and documenting performance, providing corrective and reinforcing performance feedback as needed and holding employees accountable for achieving results.
• Helps with projects and promotions assigned by management.
• Assists with other duties as assigned; serves as a backup to other site positions.

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Qualifications

• BA or BS or equivalent with concentration in Marketing and/or Market Research required.
• Background in marketing analysis and/or demographic analysis preferred.
• Strong personal computer skills utilizing diverse data bases and analysis software in Windows platforms.
• Strong abilities in statistical and data analysis and excellent presentation and organizational skills.  
• Excellent customer service skills and customer focus.

Must show proficiency in the following tools:

1. SAP Business Objects Web Intelligence
2. Microsoft Excel
3. Microsoft PowerPoint

Keys to Success

• Building collaborative relationships
• Decision making
• Drive results
• Foster innovation
• Personal energy
• Self-leadership