Specialist, Multicultural 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 Temporary > or = 12 Months, Full Time opportunity

  Expected Salary Range: $72,633.00 - $90,792.00 - $113,490.00 
 

                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 $1.4 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.

Job Summary:

The Specialist, Multicultural Marketing develops and executes marketing plans to deliver on the Casino Business Unit’s key strategies, particularly with respect to developing players in a Chinese market. This role works closely with a variety of internal and external stakeholders to develop marketing communications strategies to reach players in a culturally relevant way and ensure the effective delivery of in language marketing messages through various traditional and digital channels in support of the Casino Business Unit’s programs.

Key Accountabilities:

•    Works with Marketing and Product Teams to contribute to the development of Marketing Communication plans including: strategies and tactics; creative development; copywriting, calendars; measurement, analysis and reporting. 
•    Develops and executes promotions in-language, including new game launches and loyalty program enhancements in brick-and-mortar locations and mass communications to support the program’s value proposition and member acquisition.
•    Manages the development of marketing programs through our agency partners, including: brief development, strategy, creative evaluation, budget control reporting, production, media planning, execution, and reporting.
•    Supports the Casino Business Unit’s content strategy to develop multicultural players through creation of in-language messaging inclusive of cultural references, entertainment, gaming products, and loyalty benefits, and collaborates with Enterprise teams (e.g. Creative Services, Digital Marketing, Business Intelligence, CRM) to ensure deployment of content through various channels such as web properties, direct mail/email, social media etc.
•    Works cross-functionally in collaboration with internal clients (Product, Marketing, Enterprise Digital Services, and Business Intelligence) and external clients (Service Providers and agencies) for effective execution of campaign strategies to deliver on business goals.
•    Delivers marketing programs on budget and provides regular updates on spend variance and program budget changes.  Provides input into departmental budgeting.
•    Interprets and applies corporate standards, policies and procedures to all marketing programs in order to gain public and stakeholder support of BCLC products and services.

Minimum Required Qualifications
Education and Experience

•    A degree or diploma in a marketing or business discipline;
•    3 to 5 years recent related marketing experience;
•    Experience in advertising, promotions and marketing support;
•    Experience working with ad agency partners and multicultural marketing departments;
•    An equivalent combination of education and experience may be considered.

Technical Requirements

•    Solid knowledge of principles, concepts, practices, techniques and tools in the areas of marketing and program management;
•    Demonstrated experience in the development and implementation of marketing plans in complex, multi-stakeholder environments;
•    Solid knowledge of content marketing across multiple mediums;
•    Strong understanding of customer and market dynamics as well as interpreting customer research findings to develop creative solutions;
•    Excellent interpersonal skills;
•    Excellent written and verbal communication skills, along with presentation skills;
•    Bilingual, fluent Mandarin and English;
•    Proficient in written English and simplified Chinese; 
•    Solid knowledge of Chinese culture and references;
•    Excellent problem solving and analytical thinking/innovation;
•    Exceptional time management and multi-tasking skills;
•    Ability to work to tight deadlines and with close attention to detail;
•    Strong computer skills – MS Office.

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