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OAL Marketing and Advertising Director
The Office of Arkansas Lottery (OAL) Marketing and Advertising Director is responsible for overseeing all aspects of marketing, advertising, communications, and public relations activities that promote the Arkansas Scholarship Lottery's mission, products, and services. This includes the strategic planning and execution of marketing campaigns to raise awareness, attract new players, and increase sales while ensuring alignment with the mission of supporting Arkansas scholarships responsibly. The OAL Marketing and Advertising Director will manage the department's marketing budget, collaborate with external agencies, and lead internal teams to deliver effective promotional campaigns that engage Arkansas residents.
Class Code:
LLO24P
Job Grade:
SPC07
Special Job Requirements:
Typical Functions:
Develop and implement comprehensive marketing and advertising objectives and strategies to increase brand awareness, promote to existing players, attract new players, and drive sales of lottery products responsibly. Oversee the development of targeted campaigns to support specific product launches, seasonal promotions, beneficiary message, and key initiatives that align with the Arkansas Scholarship Lottery’s goals and objectives. Provide direction to the advertising agency for development, execution, evaluation, and optimization of marketing plans and campaigns. Manage expenses and advertising budget for both advertising agency and in-house marketing needs. Lead the development and execution of marketing plans that promote lottery games, responsible gambling, winner awareness, and the scholarship beneficiary message. Ensure the consistent and effective representation of the Arkansas Scholarship Lottery brand across all marketing channels, including print, digital, social media, television, radio, and outdoor advertising. Oversee the development of marketing materials, including advertisements, brochures, website content, and promotional items. Ensure that all marketing and advertising materials comply with state regulations and reflect the OAL’s brand values. Manage and direct all advertising campaigns, including media planning and buying, to ensure effective use of budget and resources. Track the performance of campaigns and analyze metrics to evaluate the effectiveness of advertising efforts. Use insights to optimize future campaigns. Lead digital marketing efforts, including social media, search engine optimization, email marketing, and online advertising to effectively reach a broad audience and engage with current and potential players. Conduct market research to identify trends, consumer preferences, and competitors’ activities in the gaming and lottery sectors. Coordinate with division directors to respond to media inquiries, requests from national lottery associations, and other organizations. Work with marketing team and volunteers to promote the OAL at outreach events, including planning and preparation, event participation, and event wrap-up. Includes some overnight and weekend travel. Direct a professional staff by interviewing, hiring, terminating, evaluating employee performance and reviewing/approving final work products and activities. Supervise and lead the marketing team, cultivate a constructive work environment for team to deliver an exceptional work product and increase efficiency and effectiveness. Manage internal personnel procedures and policies. Collaborate with other division directors to support the Executive Director in leading the Arkansas Scholarship Lottery toward its mission.
Knowledge, Abilities, and Skills:
Strong ability to develop and execute comprehensive marketing strategies that achieve business objectives. Experience with integrated marketing campaigns that span digital, print, broadcast, and social media. Strong analytical skills, with the ability to analyze campaign performance, market trends, and consumer behavior data. Ability to translate data into actionable insights that improve marketing strategies and outcomes. Ability to think creatively and generate innovative marketing ideas to capture the attention of target audiences. Experience with brand development, creative campaigns, and using digital platforms in new and impactful ways. Ability to identify effective new opportunities to promote the OAL mission and message. Excellent written and verbal communication skills, with the ability to craft clear, persuasive messages and deliver them through multiple channels. Ability to supervise, manage, and develop a diverse team of dedicated, high-performing individuals. Experience with developing and managing a multimillion-dollar marketing budget responsibly.
Minimum Qualifications:
A Bachelor’s degree in Marketing, Communications, Advertising, Business, or a related field, plus seven (7) years of experience in Marketing, Advertising, Communications, or a related field is required. Seven years of progressively more responsible work experience in advertising or marketing, including three years in a managerial capacity. Other job-related education and/or experience may be substituted. Satisfaction of the minimum qualifications, including years of experience and service, does not entitle employees to automatic progression within the job series. Promotion to the next classification level is at the discretion of the department and the Office of Personnel Management, taking into consideration the employee’s demonstrated skills, competencies, performance, workload responsibilities, and organizational needs.
Required Certificates:
N/A OTHER JOB RELATED EDUCATION AND/OR EXPERIENCE MAY BE SUBSTITUTED FOR ALL OR PART OF THESE BASIC REQUIREMENTS, EXCEPT FOR CERTIFICATION OR LICENSURE REQUIREMENTS, UPON APPROVAL OF THE QUALIFICATIONS REVIEW COMMITTEE.
Exempt:
E