Apply now »

Senior Market Analyst, CRM (FT, Perm)


Vancouver, BC, CA

Job Function:  Sales and Marketing


Joining the Social Purpose & Player Experience division at BCLC means you’ll be working with a dedicated group of talented professionals in Communications, Community & Stakeholder Engagement, Public Affairs, Player Health, Customer Support Operations, Business Intelligence, Marketing, CRM and Loyalty and Player Experience. As a Crown Corporation that earns more than a billion dollars in annual profit, BCLC’s commitment to giving funds back to the province is an integral part of our business, but still only one piece of a bigger picture. BCLC is committed to creating a welcoming workplace where everyone feels safe, included, and valued. For us, that means building a team that reflects the diversity of the communities we serve. We all are winners when differences are respected, valued and celebrated.

At BCLC, we exist to generate win-wins for the greater good. We believe everything we do must benefit the well-being of all involved. Through our Social Purpose, we aspire to make sure, in all of our endeavours, transactions and relationships – in the most important sense of life, livelihood, meaning, and well-being – nobody loses, and every person we touch comes out ahead.

Social Purpose is the driving force of our business, our opportunity to create a better world through innovation, engagement, and connection. BCLC aims to provide something unique that not only fills a need, but provides value to the province. Join the team responsible for telling our story, building stakeholder relationships, connecting with communities, and achieving our strategic vision for player-centred sustainable growth.

Job Summary:

The Senior Market Analyst, CRM utilizes data modeling and analysis techniques and works with department and cross-functional stakeholders to understand and solve complex business issues. The role performs lead analyst duties on assigned projects, working with stakeholders to document requirements, implement new features and improve core CRM processes.  The Senior Market Analyst, CRM acts a Subject Matter Expert (SME) across Marketing Technology platforms with a focus on Salesforce Marketing Cloud, working with other SMEs on the team to achieve key milestones on our roadmap as well as enhancing our roadmap to achieve enterprise business goals.


Key Accountabilities:

  • Responsible for helping the business understand player engagement and behaviors across BCLC properties to optimize and shape the player experience.
  • Identifies key success indicators across player development activities and determines best practices for measurement, analysis, tracking and reporting.
    • Optimizes growth, cross-sell and retention activities:
    • Follow-up and improvement of current data models;
    • Engage cross-functional stakeholders to ensure tracking of all activities;
  • Design and segment database across campaign and journey activity.
  • Defines data modelling requirements with cross-functional stakeholders to ensure model outputs can be leveraged effectively.
  • Develops quantitative and qualitative reports and studies to make recommendations on direct marketing initiatives.
  • Creates project plans outlining project milestones and target dates required to successfully complete projects.
  • Documents detailed business requirements including use cases, business rules and process workflows.
  • Identifies business opportunities and pinpoint inefficiencies.
  • Works with Manager, Marketing Technology to design, develop and discover future state architecture. 


Minimum Required Qualifications:
Education and Experience

  • Bachelor’s Degree in business, math/statistics, engineering, computer science, or equivalent;
  • Master’s Degree would be an asset;
  • 4-6 years of progressive experience leveraging advanced analytics and complex data models;
  • Prior experience in online gaming industry is an asset;
  • An equivalent combination of education and experience may be considered.

Technical Requirements

  • Possess a growth mindset; proactively explore and expose growth opportunities while engaging key stakeholders to drive action, learnings and results;
  • Strong experience as a customer-focused analyst with the ability to translate data and metrics into actionable insights; 
  • Expert knowledge and skills in: SQL, SAS, R, Python or equivalent statistical and computer languages; QlikSense or equivalent cloud analytics platforms; Salesforce Service Cloud or equivalent CRM systems; Customer segmentation and master data management;
  • Solid knowledge and skills in: Salesforce Marketing Cloud or equivalent Marketing Automation platforms; SSJS and JavaScript; Google Analytics, Google Cloud Platform and BigQuery; Confluence, JIRA or equivalent collaboration tools;
  • Ability to build segmentation models such as Customer Lifetime Value, Recency/Frequency, Propensity, Regression, Predictive;
  • Understanding of database technologies, data architecture and machine learning tools;
  • Ability to communicate complex problems in an effective, clear, non-technical, and understandable manner, and work collaboratively in teams;
  • Comfortable working in an ambiguous environment with pressing deadlines and constantly changing client needs and conditions; 
  • Excellent interpersonal, problem-solving and analytical thinking skills;
  • Strong written and verbal communication skills;
  • Exceptional time management and multi-tasking skills; experience managing scope of work, project timelines and stakeholder communications;
  • Ability to develop customized presentations, demonstrations, and prototypes to prove the solution’s business value to a variety of stakeholders;
  • Highly proactive and self-motivated, able to work effectively in ambiguous situations;
  • Solid business acumen with the ability to analyze complex business problems and develop actionable, data-driven solutions.

Additional Information:

  • Effective November 22, 2021, BCLC requires all employees to be fully vaccinated (as defined by Health Canada). Full vaccination will be required before commencing employment with BCLC unless a legal exemption is obtained.
  • To build a rich diverse workforce representing the communities which we serve, we welcome applications from people of all colours and cultures, persons with diverse abilities, and members of the 2SLGBTQAI+ community.
  • BCLC values work life balance and offers remote work options for its employees.
  • Relocation assistance is available for successful job candidates.
  • If you are in need of accommodation or special assistance at any step of your application, please send an email with your request to
  • For over more than a decade, we have been recognized as one of BC’s Top Employers – and we are constantly seeking ways to improve our employee and player experience. To learn more about BCLC, please visit:

Please Note: 
This opportunity will remain open until a qualified candidate pool has been established.
Candidates must be legally entitled to work in Canada and be 19 years of age to work at BCLC.

Job Segment: Data Architect, Data Management, Data Modeler, Direct Marketing, Marketing, Customer Service, Data

Apply now »