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Senior Specialist, Brand and Advertising (FT, Perm)

Vancouver, BC
Full Time
5 days ago
Senior Specialist, Brand and Advertising (FT, Perm)

Location: Vancouver, BC, CA

Job Function: Communications and Social Responsibility


BCLC's two offices are located on the traditional, ancestral and unceded lands of the xʷməθkʷəy̓əm (Musqueam Indian Band), Sḵwx̱wú7mesh (Squamish), and səlilwətaɬ (Tsleil-Waututh) Peoples in Vancouver and the Tk'emlúps te Secwépemc territory, situated within the Secwépemc Nation in Kamloops. We honour and respect the people, the territory, and the land we are part of.

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 Specialist, Brand and Advertising is responsible for designing, managing and implementing creative advertising plans and strategies that align to the overall Marketing Strategy. The role leads the creative development and production of integrated marketing and advertising campaigns, develops and manages the brand, identity and governance framework, provides guardianship for product, category and corporate brands and works with internal creative teams and external stakeholders, including design, brand and advertising agencies. The Senior Specialist, Brand and Advertising may also provide brand guidance, leadership and training for BCLC business-to-business partners across North America (such as GameSense Partners and PlayNow Manitoba).

Key Accountabilities:
  • Designs, manages and implements creative advertising plans, strategies and brand guardianship for BCLC's portfolio of product, category and corporate brands.
  • Leads the creative development and production of integrated marketing and advertising campaigns, including TV, online, print out of home and digital advertising. Works with internal creative teams and external stakeholders including design, brand and advertising agencies.
  • Develops and manages the brand strategies, identities and governance framework for all enterprise brands including the creation and management of brand books, graphic standards and proactive brand oversight.
  • May act as the GameSense business-to-business (B2B) brand liaison, training and working with GameSense partners across North America to execute the GameSense brand correctly in their jurisdiction. May also provide brand guidance and leadership for other B2B partners such as PlayNow Manitoba. The role may work as part of a national marketing/advertising committee with other Canadian lottery jurisdictions to manage the advertising strategy for national lottery brands.
  • Delivers marketing programs, advertising and brand campaigns on budget and provides regular updates on spend variance and program budget changes.
  • Monitors and reports on campaign effectiveness, establishing KPI's and sharing with the broader marketing team. Ensures all campaigns are delivered on time and on budget and adhere to the correct advertising standards and guidelines.
  • Proactively builds, develops, and maintains strong working relationships with internal departments, business partners, external agencies, regulatory and government bodies.
  • Interprets and applies corporate standards, policies and procedures to marketing programs advertising and brand campaigns. Conducts research, identifies future trends and best practices to develop marketing new creative advertising approaches and assists in the development of policy and procedures.
Minimum Required Qualifications:
Education and Experience
  • Degree or diploma in a marketing or business discipline;
  • 4-6 years experience in marketing, branding and/or advertising discipline
  • Advertising Agency experience or familiarity with brand strategy or advertising campaign production is an asset;
  • An equivalent combination of education and experience may be considered.
Technical Requirements
  • Demonstrated experience in the development and implementation of strategic marketing, brand and advertising plans;
  • Solid knowledge of principles, concepts, practices, techniques and tools in the areas of marketing, advertising and program management;
  • Strong understanding of customer and market dynamics;
  • Strong marketing communications skills and ability to deliver integrated marketing campaigns;
  • Excellent innovation in problem solving and demonstrated analytical thinking;
  • Proven leadership and/or teamwork skills;
  • Excellent interpersonal skills;
  • Excellent written and verbal communication skills;
  • Excellent presentation skills;
  • Ability to work to tight deadlines and multi-task with close attention to detail;
  • Strong computer skills (MS Office Suite);
  • Understanding of B.C. gaming industry would be an asset.
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 2SLGBTQIA+ 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.

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