Digital VIP Marketing Manager, iCasino

Ontario Lottery and Gaming (OLG); Sault Ste. Marie; Hybrid; CAD 70,000 - 90,000; Full time

Job summary

OLG seeks a Digital VIP Marketing Manager to enhance our iCasino product through innovative marketing strategies. This role supports VIP customer engagement and loyalty, driving revenue and excellent experiences. If you are a strategic thinker with deep marketing knowledge, we want you on our team!

Benefits

Flexible Work Environment

Public Service Pension Plan

24-7 access to robust online learning programs

Family friendly work practices

Performance-based incentives

Qualifications

• Deep knowledge of marketing and experiential event strategies.
• Familiarity with technology to leverage marketing tools.
• Ability to communicate complex messages effectively.

Responsibilities

• Support and manage marketing campaigns to acquire and retain VIP customers.
• Lead campaign planning, execution, optimization, and analysis.
• Monitor KPIs and adjust marketing tactics based on trends.

Skills

Strong communication skills

Project management

Strategic thinking

Problem-solving

Collaboration

Education

Bachelor’s degree or equivalent (3-5 years work experience)

Job description

We’ve said GAME ON, and we mean it – OLG is rapidly transforming its organization to better serve Ontarians by delivering great gaming experiences through our digital, retail lottery, and land-based gaming channels. Over the course of fiscal 2022-23, OLG delivered a record $ billion in net profit to the Province of Ontario. OLG is now expanding our horizons even further, with a new strategic direction, to become a world class gaming entertainment leader with a globally admired digital platform.

We are ready to take this game to the next level and need a passionate Digital VIP Marketing Manager, iCasino to support the development of the product vision and strategy with a focus on the growth of our portfolio via driving incremental value out of our existing players in alignment with the business strategy. In support of the defined Senior Marketing Manager, the Digital VIP Marketing Manager, iCasino is the key SME when it comes to all things related to marketing which includes offer, channel, segment and experiential events strategy through to execution in support of the defined marketing goals within the product / lab. Through an agile team-based methodology, the role will be accountable for identification, evaluation, recommendation, and implementation of marketing initiatives that will increase loyalty, revenue, and profitability and drive excellent customer experiences.

YOUR ROLE IN THE GAME

Reporting to the Sr Marketing Manager, you will be empowered to :

• Support and manage Marketing strategies, tactics, campaigns, and events to prospect, acquire, retain, and win the loyalty of iCasino VIP customers across all available distribution channels (including but not limited to owned site and app assets, CRM, experiential, promotions, etc.).
• Lead campaigns and events through planning, concept development, execution, optimization, and post analysis to recruit and onboard new VIP accounts or further develop relationships with existing VIPs.
• Execute campaigns and events through player and promotional systems to ensure successful delivery of promotion / campaign objectives
• Lead development of creative to support key tactics via in house and / or external agency / agencies, while maintaining consistency across assets & brand strategy to ensure strong brand support.
• Build & execute promotional & experiential calendar and lifecycle marketing with internal / external stakeholders as part of VIP program management.
• Work with VIP division of the OLG Support Centre to identify and ensure a smooth onboarding process for new VIP players both new to our ecosystem or newly upgraded to VIP.
• Understand the VIP customer and advocate for opportunities to improve their experience and create a unique competitive advantage for OLG.
• Work with Analytics team to develop or improve segmented customer strategies to retain and extract additional value from existing customers.
• Support the Senior Marketing Manager in the preparation of forecasts and marketing budgets including the monitoring of expenditures vs budget.
• Monitor KPIs, verify against market trends, and suggest pivots to marketing tactics.

WHAT YOU NEED TO PLAY

Work Experience

Education : Bachelor’s degree or equivalent (3-5 years) work experience.

Primary Knowledge In : Deep knowledge of marketing and experiential event strategies, tactics, and channel opportunities for relevant domains / products. Solid knowledge of industry trends, user demands, and pain points to be able to develop marketing strategy. Comfortable with technology / IT to be able to leverage tools to drive new promotional opportunities.

Critical Skills : Strong communication skills with ability to communicate complex messages and trade-offs to tell a compelling story. Demonstrated ability to operate in a multi-disciplined environment including technology, new product development, product design, promotion, merchandising, advertising, public relations, and market research. Strong project manager and problem solver with ability to find solutions to drive progress, often with a high level of ambiguity. Proven ability to manage agency partners though planning and on-site execution of event experiences.

Strategic Thinker : strong strategic and critical thinker with ability to delve into unique challenges and find creative solutions

Collaboration & Fun : inclusive and collaborative work style while creating fun and excitement in our work

Integrity and Trust : do what’s right and operate with transparency and openness

Cross-Functional Relationships : The role works in close collaboration with Product / Lab teams across the Digital business unit to share marketing goals and strategies and leverage knowledge and skills across teams. The role collaborates with Marketing Content Communication in the development of agency briefs and throughout the creative process. Work with necessary stakeholders from across the business to ensure alignment on marketing campaigns / plans and events with legal, compliance, contact center, finance, and technology. Manage and engage a wide array of vendors to accomplish marketing and product objectives (, Experiential Companies, sponsorship and partnerships, game suppliers, Printers, Advertising and Media Agencies, Prize Fulfilment and Promotional Agencies).

PERKS OF JOINING OUR TEAM

• Part of a Bigger Picture : socially responsible company that gives back all its profits to the province and people of Ontario
• Flexible Work Environment : to help balance both work and life
• You Matter : family friendly work practices and hybrid work
• Freedom to Innovate : supports new and better ways to be successful
• Be your Authentic Self : environment that values diversity as a source of strength
• Learning Galore : 24-7 access to robust online learning programs
• Public Service Pension Plan : participate in a major defined benefit pension plan sponsored by the Government of Ontario
• Variable Pay Program : performance-based incentives to share in our success (Permanent OLG Employees Only)

Learn about OLG – GAME ON!

OLG’s purpose is to contribute to a better Ontario by delivering great entertainment experiences for our customers. We are a multi-billion-dollar organization with a wide array of business lines including, lottery, land-based casinos, digital lottery and casino, horseracing, and charitable gaming. OLG is amidst a massive transformation focusing on being customer obsessed and bringing our digital business to a whole new level.

The key to our success is our people . Our culture will be grounded in true, positive partnerships that embrace trust, clarity, and openness in all that we do. We are supporting and empowering employees and teams across the organization through greater accountability, leadership development and growth opportunities. OLG is embracing more flexible work options and family friendly work practices including hybrid work.

Equity, diversity, and inclusion are essential elements of our culture and cornerstones of the Five Truths that OLGers Live by. At OLG, our employees have the space to be themselves and use their perspectives and skills to benefit the people and the Province of Ontario.

While we are re-shaping and growing our business, we are unwavering when it comes to living our purpose, and ensuring our business delivers meaningful benefits for the people of Ontario . OLG’s net profits are reinvested back into the province, contributing to the quality of life for Ontarians.

To learn more about OLG go to our website at

We look forward to hearing from you, interested applicants please apply online by June 18, 2025.

OLG is an equal opportunity employer. We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. Please contact Human Resources at if you require accommodation at any time throughout the hire process.

We thank you for your interest in this opportunity; however only those individuals selected for an interview will be contacted.

LI-Hybrid

Personal information is collected by the Ontario Lottery & Gaming Corporation (OLG) and / or its third party service provider(s) under the authority of the Ontario Lottery and Gaming Corporation Act, 1999, SO 1999, c 12, Sch L and the Employment Standards Act, 2000, 2000, c. 41 (as amended) and will be used for the purpose of determining qualifications for employment with OLG and for recruitment modernization initiatives. The information will be managed in accordance with all applicable laws, OLG’s Protection of Privacy Policy (the Policy) and related policies and procedures. For any questions about this collection, please contact , 800-70 Foster Drive, Sault Ste. Marie, ON, P6A 6V2.

For more information and to apply, please visit

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