JOB TITLE: LOTTERY SPECIALIST 3

JOB CODE: 09977

SERIES NATURE OF WORK: The Lottery Specialist series describes work in the development, management, and analysis of sales and marketing initiatives for the Pennsylvania Lottery.

DEFINITION: This is advanced professional or supervisory work in planning, developing, implementing, and promoting the Pennsylvania Lottery programs.

An employee in this job independently plans, develops, implements, and evaluates Lottery sales and marketing objectives and strategies to grow sales and profits for the Pennsylvania Lottery. Work involves responsibility for major program areas, such as game development, production, and game lifecycle management; developing and implementing marketing and sales promotional objectives and strategies; managing digital marketing and social media programs; conducting research and analysis; managing retailer growth strategies and incentive programs; managing all activity pertaining to game equipment; and organizing and presenting sales information to existing and prospective corporate accounts. Work includes analyzing and presenting recommendations to managers and executives based on recruitment data and sales information; conducting operational research and analyzing internal procedures; recommending and implementing enhancements to improve efficiency; and tracking supporting budgets. Employees in this job are recognized as the Subject Matter Expert (SME) for their assigned program area and are responsible for leading team projects or directly supervising other staff. Work is performed independently and is reviewed by a Lottery Specialist Manager through conferences, reports, and evaluation of program effectiveness.

   DISTINGUISHING CHARACTERISTICS:

     •Non-supervisory work at this level is differentiated from the lower levels based on the responsibility for overseeing corporate accounts, leading team projects, and having full accountability for the successful management of highly complex Lottery programs. Highly complex programs generally include those that have statewide impact, high visibility and public or political interest, complex fiscal ramifications, or potential impacts to other agency programs or Lottery retailers.

     •Work may involve supervising lower-level Lottery Specialists or positions at a comparable level.

EXAMPLES OF WORK: (NOTE: The examples of work are representative of the work, but every position classified to this job may not perform all examples of work listed. Conversely, this is not an all-inclusive list of work examples.)

•Manages pilot programs and potential growth initiatives with the goal of growing sales; and serves as the headquarters contact for the field team and retailers for these programs.

•Develops and implements program standards and procedures for all Lottery certification programs, including frequency of certification offerings and validity periods; and reviews each certification program annually to ensure that the presentations and assessments are up to date.

• Conducts in-depth research of industry best practices and other state and provincial lottery programs, analyzes the Pennsylvania Lottery’s existing and current needs, and recommends changes to Pennsylvania’s program that will increase the efficiency of Lottery operations and enhance Pennsylvania Lottery programs.

• Conducts consumer and retail analytics, sales analysis, sales and revenue forecasting, and complex data mining and modeling.

• Manages the development, production, and lifecycle of Lottery games.

• Manages marketing initiatives for consumer and retailer promotions associated with new game launches.

• Manages, oversees, and reviews all content on the Pennsylvania Lottery’s websites, microsites, and mobile app; works with the vendor partners to review and approve content and assist with website and mobile app testing.

• Researches instant ticket procedures, identifies weaknesses, and recommends changes to enhance the integrity and management of the instant ticket products.

• Analyzes the performance of assigned corporate accounts to determine the effectiveness in achieving sales objectives; and provides information, assistance, and materials to retailers to improve sales performance.

• Coordinates the process among retailers, corporate accounts, vendors, Lottery field offices, and the Lottery licensing section to secure all the necessary paperwork and retailer information to set up new retailer accounts and ensure timely delivery, installation, and activation of Lottery equipment.

• Works with corporate account contacts and other staff in the development of promotions; conducts pre- and post-promotion audits and solicits feedback to determine the effectiveness of promotions.

• Identifies sales opportunities for each corporate account by analyzing sales data, corporate account locations, equipment type and placement, and promotions.

• Oversees, develops, and maintains timelines and budgets for all marketing and promotional activities.

• Performs the full range of supervisory duties.

• An employee in this job may participate in the performance of subordinates’ work consistent with operational or organizational requirements.

• Performs related work as required.

ENTRY LEVEL KNOWLEDGES, SKILLS, AND ABILITIES:

• Knowledge of the principles, practices, and trends of marketing and sales.

• Knowledge of the principles, practices, and trends of product development or management.

• Knowledge of alternative approaches to successful product marketing and merchandising.

• Knowledge of the principles and practices of market research and analysis in a variety of retail environments.

• Knowledge of the principles, practices, and techniques of composing and editing advertisements, broadcast copy, and promotional materials.

• Knowledge of budgeting techniques and tracking methods.

• Knowledge of the use and functionality of Microsoft Office Suite software.

• Skill in preparing clear, technically sound, accurate, and informative reports containing findings, conclusions, and recommendations.

• Skill in developing new business opportunities based on product objectives and strategies.

• Skill in creatively marketing products or services.

• Skill in developing and evaluating differing market strategies.

• Skill in graphic or digital design.

• Skill in evaluating the results of advertising and promotional programs.

• Ability to work independently within time constraints to meet deadlines.

• Ability to gather and analyze market data and make strategic recommendations.

• Ability to communicate effectively in writing.

• Ability to communicate effectively orally.

• Ability to establish and maintain effective working relationships.

MINIMUM EXPERIENCE AND TRAINING: (NOTE: Based on the Entry Level Knowledges, Skills, and Abilities)

• One year as a Lottery Specialist 2 (commonwealth title);

or

• Three years of professional marketing, advertising, or merchandising experience and a bachelor’s degree in marketing, advertising, business administration, data science, economics, or a related field;

or

• Seven years of experience managing a retail business, servicing retail sales accounts, or marketing products to retail accounts, which includes advertising, marketing communications, product research, or promotion.