Senior Specialist, iGaming Performance Marketing Analyst

 BCLC exists to generate win-wins for the greater good.
 

For our people, our players, our communities, our industry, and our planet.
 

Lottery | Casino | Sports
 

Being a social purpose company, we are not only able to better align our business decisions with our purpose, but more importantly, we are committing to doing our part in creating a better world.

We bring our purpose to life by ensuring all our actions, behaviours and decisions create benefits for communities and the planet.

Motivated and guided by our social purpose, everything we do must benefit the greater good. And we encourage our employees, partners, players, industry and communities to engage with us on this ambition.

  We want you to be where you feel you can do your best work. Most of our jobs can be done remotely providing you reside in BC.
 

  For those who prefer working in a community with others, we have two beautiful offices in convenient locations: 
 

                2940 Virtual Way, Vancouver | 74 Seymour Street W, Kamloops
 

  This is a Temporary > or = 12 Months, Full Time opportunity

  Expected Salary Range: $84,981.00 - $106,227.00 - $132,784.00 
 

                Our typical hiring range will be +/- 5% of the midpoint shown above
 

                 Factors influencing this decision include qualifications and market conditions for the role

The Company

For nearly four decades, BCLC has delivered exceptional gambling entertainment for British Columbians. To fulfill our social purpose we have a vision to revolutionize gambling entertainment through engaging experiences that build and benefit communities. We operate national and provincial lotteries in partnership with 3500 retail partners, provide the games, technology & oversight to 37 brick & mortar casinos, and operate a safe secure and 100% legal online gambling presence PlayNow.com. In our recently completed fiscal year, BCLC generated a record $1.5 billion in net income to the Province of B.C. to support First Nations, host local governments, health care, education and community programs across the province.

The Team

Joining the Social Purpose & Marketing Division means you’ll be working with a group of talented professionals in Social Purpose, Community & Stakeholder Engagement, Communications & Government Relations, Marketing, CRM & Loyalty and Customer Support. As a Crown corporation that earns more than a billion dollars in annual revenue for B.C., BCLC’s commitment to giving funds back to the province is an integral part of our business, but still only one piece of the picture.  

You will be joining an amazing team of multidisciplinary marketers who are skilled at bringing the thrill of betting action and dream-filled anticipation to life on PlayNow.com. We create compelling experiences for all guests and players across all touchpoints. We appreciate that the battle for people’s attention and their discretionary entertainment spend is becoming more challenging as competition in the gambling and entertainment space is rising. We are proud that PlayNow is BC’s only 100% legal and regulated website that offers players a great gambling experience with the highest level of player protection, game integrity and whose profits go back to BC communities. Our team keeps pace with emerging player preferences, iGaming and marketing trends, while creating captivating experiences for all our players. 

The Role

The Senior Specialist, iGaming Performance Marketing Analyst will be integral at analyzing and developing insights about how performance marketing, CRM, paid media channels and owned digital assets are performing. This role will turn complex data into clear, actionable insights that drive smarter marketing decisions for the team. It works closely with internal digital analytics teams and agency partners to build dashboards, support attribution modeling, and ensure our campaigns are measurable and optimized. If you’re passionate about data, understand the nuances of campaign tagging and segmentation, and thrive in a fast-paced, collaborative environment—we’d love to work with you.

What you will accomplish

• Develop and maintain performance dashboards and reports using Looker Studio, Google Sheets, and other BI tools to track KPIs across paid media campaigns.
• Collaborate with internal analytics teams to support attribution modeling, campaign measurement, and data integrity.
• Analyze campaign performance across platforms (Google, Meta, DV360, etc.) and provide actionable insights to improve ROI and customer acquisition.
• Implement and manage campaign tagging strategies, including UTM parameters, to ensure accurate tracking and reporting.
• Leverage first-party data for audience segmentation and targeting strategies across digital channels.
• Support A/B testing initiatives by designing test structures, analyzing results, and recommending optimizations.
• Ensure data accuracy and consistency across platforms and reports, proactively identifying and resolving discrepancies.
• Inspire and empower marketing teams by making data accessible, understandable, and actionable—helping them become more strategic, insight-driven marketers.

Qualifications and skills

• 4-6 years direct experience in digital marketing analytics, preferably in the iGaming, online entertainment or online retail industry.
• Strong experience with first-party data segmentation, GA4, and Looker Studio (or similar BI tools).
• Deep understanding of campaign tagging, UTM structures, and tracking methodologies.
• Familiarity with paid media platforms (Google Ads, Meta, DV360) and how to interpret their performance data.
• Experience working with attribution models and multi-touch reporting.
• Proficiency in Excel/Google Sheets; SQL knowledge is a plus.
• Strong communication skills and the ability to translate complex data into clear, actionable insights.
• Bachelor’s degree in Marketing, Business, or a related field.
• Equivalent combination of education and/or experience may be considered

What will make you successful

• Analytical Expertise: You have a strong grasp of marketing analytics, attribution, and data storytelling.
• Technical Proficiency: You’re comfortable working with GA4, Looker Studio, and campaign tagging frameworks.
• Data-Driven Mindset: You use data to guide decisions and are passionate about uncovering insights that drive performance.
  Collaboration: You work well with cross-functional teams, especially digital analytics, media buyers, CRM teams and external agencies.
• Attention to Detail: You ensure data accuracy and consistency across all reporting and analysis.
• Curiosity: You’re always exploring new ways to improve measurement, segmentation, and campaign effectiveness.

It would be awesome if you also had

• An interest in competitive intelligence – a drive to explore and uncover what competitors and complementary industries are doing
• Experience working in a fast-paced online retail or iGaming environment
• Understanding of B.C. or Canadian gaming industry, gaming background (casino/sports/lottery and/or poker) 

What’s in it for you

• Robust wellness programs to enhance your physical, mental, social, financial and career well being
• We pride ourselves on our flexible working model which supports work-life integration and our 37.5 hour work week
• Our Play It Forward program provides volunteer hours for our people each year
• See all our rewards here
   

However you identify, or whatever your path in life, if you see something here that makes you excited to get to work every day, please apply. We hire people for skills, capabilities and potential, not just education and experience.

We value Respect, Integrity and Community, and we provide an inclusive environment where everyone can feel like they belong.

Our social purpose is much more than returning 100% of net income to the province in the form of healthcare & education programs, and community gaming grants. Check it out!

Did you know BCLC is an industry leader in player health and safe & responsible gambling? Find out more!

If you require accommodation so you can be at your best in the interview, please let us know: recruitment@bclc.com.

All candidates must be at least 19 years of age and legally eligible to work in Canada