Senior Specialist, iGaming Performance Marketing

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 Permanent, 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, Performance Marketing will play a lead role in driving digital campaign performance across paid media channels, with a strong focus on Google and Meta platforms. This role is responsible for executing data-driven strategies that deliver revenue growth objectives through both retention and acquisition measures. Working closely with both internal teams and external agency partners, the Senior Specialist will ensure campaigns are optimized for maximum impact through precise targeting, robust measurement, and continuous testing. The ideal candidate brings deep expertise in digital advertising, a passion for analytics, and a collaborative mindset. 

What you will accomplish 

• Lead the execution and optimization of paid media campaigns across Google Ads (Search, YouTube, Display), Meta, and DV360, driving measurable growth in acquisition and engagement. 
• Build and manage campaigns using the Google Ads platform, including audience segmentation, geo-targeting, exclusions, and bid strategies. 
• Collaborate with internal stakeholders and agency partners to align campaign strategies with business goals and brand messaging. 
• Implement and enhance conversion tracking and GA4 analytics to ensure accurate performance measurement and attribution. 
• Design and run A/B testing frameworks to continuously improve ad creative, targeting, and landing page performance. 
• Analyze campaign data to uncover insights, optimize performance, and report on key KPIs such as ROI, CAC, and LTV. 
• Stay ahead of digital marketing trends and platform updates to identify new opportunities and maintain a competitive edge. 

Qualifications and skills 

• Bachelor’s degree in Marketing, Business, or a related field. 
• 4+ years of hands-on experience in performance marketing, with a focus on Google and Meta platforms. 
• Equivalent combination of education and/or experience may be considered 
• Deep knowledge of Google Ads, including campaign setup, audience targeting, and optimization. 
• Proficiency in GA4, conversion tracking, and data-driven attribution models. 
• Experience with DV360 and programmatic media buying is a strong asset. 
• Strong analytical skills and comfort with tools like Looker Studio, Excel, and Google Tag Manager. 
• Excellent communication and project management skills. 
• Self-motivated, detail-oriented, and results-driven. 

What will make you successful 

• Strategic Thinking with Tactical Execution: You can see the big picture while flawlessly managing the details of campaign execution. 
• Platform Mastery: You bring deep expertise in the Google Ads ecosystem, including audience setup, geo-targeting, and conversion tracking, and are confident navigating Meta and DV360 platforms. 
• Analytical Mindset: You’re comfortable working with data, drawing insights from GA4 and other analytics tools to inform decisions and optimize performance. 
• Curiosity and Experimentation: You embrace A/B testing and are always looking for new ways to improve results through experimentation and innovation. 
• Collaboration and Communication: You work well with cross-functional teams and agency partners, clearly communicating strategies, results, and recommendations. 
• Adaptability: You stay ahead of digital trends and platform changes, quickly adjusting strategies to maintain performance and relevance. 
• Results-Driven: You’re motivated by performance metrics and take ownership of outcomes, always striving to exceed goals. 

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

• Defined benefit pension plan which provides a recurring income you can depend on for life throughout retirement
• We pride ourselves on our flexible working model which supports work-life integration and our 37.5 hour work week
• Professional development including education/certification sponsorship, in house leadership cohorts, LinkedIn Learning
• 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