Senior Specialist, Social Media

BCLC; Vancouver, Kamloops; On-site; CAD 88,000 - 137,000; Full time

Benefits offered by this job

Robust wellness programs

Flexible working model

Play It Forward volunteer program

Rewards/benefits

Job summary

BCLC is seeking a Senior Social Media Specialist in British Columbia to lead social media strategies for PlayNow and Casinos BC, shaping brand voice and driving engagement.

You will collaborate with Marketing, CRM, Product, and cross-functional teams to ensure campaigns align with enterprise priorities and customer experiences. This role emphasizes data-driven insights, crisis management, and performance optimization.

Qualifications

• A university degree in related discipline such as communications, journalism or marketing.
• 5+ years related experience; an equivalent combination of education and experience may be considered.
• Proven expertise in social media strategy, digital marketing, content marketing, and community management.

Responsibilities

• Develops and executes social media strategies for the PlayNow and Casinos BC brands that support business objectives, increase brand awareness, drive engagement, and enhance customer acquisition and retention across social platforms.
• Works within cross-functional and agile marketing teams to ensure social media strategies are integrated into campaigns, promotions, product launches, and customer engagement initiatives.
• Leads the planning and execution of social media initiatives, managing project scope, priorities, timelines, budgets, stakeholder communications, and resource requirements to ensure successful delivery.
• Acts as the social media subject matter expert (SME) for PlayNow and Casinos BC, providing strategic recommendations, guidance, and best practices to internal stakeholders and agency partners.
• Owns the day-to-day management of PlayNow and Casinos BC social channels, ensuring content, campaigns, and community engagement activities reflect a consistent brand voice and customer experience.
• Collaborates with internal teams and external partners to identify opportunities for social media engagement, leveraging customer insights, audience trends, social listening, and performance data to inform strategy and content development.
• Supports social media crisis management and issues response processes in collaboration with the Media & Issues Management team, Marketing, and other stakeholders, ensuring messaging is aligned, timely, and brand appropriate.
• Oversees social content planning, content development, publishing, community management, monitoring, and social listening activities, continuously identifying opportunities to optimize channel performance and audience engagement.
• Develops and delivers regular reporting and actionable insights that measure social media performance against established goals and KPIs. Uses analytics, testing, and optimization to improve content effectiveness, engagement, traffic, and conversion outcomes.
• Provides input into annual operational planning, budget management, identifying investments required for content creation, content amplification, influencer opportunities, and emerging social media initiatives.
• Builds and maintains strong relationships with internal stakeholders, agency partners, platform representatives, and industry contacts to support the successful execution of social media and content marketing programs.
• Champions innovation and continuous improvement by staying current on emerging social trends, platform developments, audience behaviours, and industry best practices. Provides mentorship, coaching, and guidance to junior team members and co-op students as required.

Skills

Social media strategy

Digital marketing

Content marketing

Community management

Analytics

Leadership

Project management

Education

Bachelor's degree in communications/marketing/journalism

Tools

Adobe Creative Suite

Canva

Sprinklr

Sprout Social

Google Analytics

Job description

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

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 18 Months, Full Time opportunity

Expected Salary Range: $87,530.00 - $109,414.00 - $136,768.00

• Our typical hiring range will be +/- 5% of the midpoint shown above
• Factors influencing this decision includes 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 Senior Social Media Specialist leads the development and execution of social media strategies that support BCLC's business objectives and strengthens the PlayNow and Casinos BC brands. Working closely with Marketing, CRM, Product, and other cross-functional teams, this role ensures social initiatives are aligned with enterprise priorities and integrated across campaigns and customer experiences.

Responsible for the strategic oversight of PlayNow and Casinos BC social channels, the Senior Social Media Specialist drives brand awareness, audience engagement, and traffic to BCLC's digital platforms through compelling content, data-driven insights, and best-in-class social media practices. Success in this role requires expertise in social media, digital marketing, communications, advertising, and analytics.

Key Accountabilities

• Develops and executes social media strategies for the PlayNow and Casinos BC brands that support business objectives, increase brand awareness, drive engagement, and enhance customer acquisition and retention across social platforms.
• Works within cross-functional and agile marketing teams to ensure social media strategies are integrated into campaigns, promotions, product launches, and customer engagement initiatives.
• Leads the planning and execution of social media initiatives, managing project scope, priorities, timelines, budgets, stakeholder communications, and resource requirements to ensure successful delivery.
• Acts as the social media subject matter expert (SME) for PlayNow and Casinos BC, providing strategic recommendations, guidance, and best practices to internal stakeholders and agency partners.
• Owns the day-to-day management of PlayNow and Casinos BC social channels, ensuring content, campaigns, and community engagement activities reflect a consistent brand voice and customer experience.
• Collaborates with internal teams and external partners to identify opportunities for social media engagement, leveraging customer insights, audience trends, social listening, and performance data to inform strategy and content development.
• Supports social media crisis management and issues response processes in collaboration with the Media & Issues Management team, Marketing, and other stakeholders, ensuring messaging is aligned, timely, and brand appropriate.
• Oversees social content planning, content development, publishing, community management, monitoring, and social listening activities, continuously identifying opportunities to optimize channel performance and audience engagement.
• Develops and delivers regular reporting and actionable insights that measure social media performance against established goals and KPIs. Uses analytics, testing, and optimization to improve content effectiveness, engagement, traffic, and conversion outcomes.
• Provides input into annual operational planning, budget management, identifying investments required for content creation, content amplification, influencer opportunities, and emerging social media initiatives.
• Builds and maintains strong relationships with internal stakeholders, agency partners, platform representatives, and industry contacts to support the successful execution of social media and content marketing programs.
• Champions innovation and continuous improvement by staying current on emerging social trends, platform developments, audience behaviours, and industry best practices. Provides mentorship, coaching, and guidance to junior team members and co-op students as required.

Minimum Required Qualifications

Education and Experience

• A university degree in related discipline such as communications, journalism or marketing.
• 5+ years related experience;
• An equivalent combination of education and experience may be considered.

Technical Requirements

• Proven expertise in social media strategy, digital marketing, content marketing, and community management, with a demonstrated track record of delivering measurable business results.
• Strong knowledge of social media platforms, industry best practices, emerging trends, and content strategies that drive brand awareness, engagement, customer acquisition, and retention.
• Advanced analytical skills with experience using social media management, listening, and reporting tools (e.g., Sprinklr, Sprout Social, Meta Business Suite, Google Analytics, or equivalent platforms) to measure performance and optimize results.
• Strong understanding of digital marketing ecosystems, including paid social, SEO, CRM, customer journeys, conversion optimization, and audience segmentation.
• Excellent written, verbal, and presentation communication skills, with the ability to tailor messaging for diverse audiences and stakeholders.
• Proven ability to manage multiple priorities, projects, budgets, and stakeholder expectations while delivering high-quality work within deadlines.
• Demonstrated leadership, collaboration, and relationship-building skills, with experience working across cross-functional teams and agency partners.
• Proficiency with content creation and editing tools, including Adobe Creative Suite, Canva or similar creative platforms.
• Strong understanding of brand governance, social media risk management, crisis communications, and community engagement best practices.
• Knowledge of the gaming, entertainment, hospitality, or regulated industry environment is considered an asset, with experience specifically in iGaming, Crown corporation or public-sector environments being an advantage.

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: [e-mail] . All candidates must be at least 19 years of age and legally eligible to work in Canada