CalCareers



[pic]

Duty Statement

Sales and Marketing Division

Brand Strategy and Advertising

Staff Services Manager II

358-705-4801-9xx

Under the general direction of the Chief of Consumer Marketing & Advertising, the Staff Services Manager II (SSM II) manages the Lottery's Brand Strategy and Advertising Unit. The SSM II supervises the team responsible for strategy development, coordination and implementation of the integrated marketing plan and its paid advertising program. The SSM II oversees the development and implementation of brand marketing programs designed to build broad awareness, affinity and interest of Lottery brand, programs, product and efforts through paid advertising efforts. The manager leads the implementation of the strategic vision for the Lottery’s advertising initiatives, ensures the unit’s creative and media executions follow approved strategies and directs the Brand Strategy and Advertising team’s implementation of the annual marketing plan. The SSM II also oversees contracted marketing agencies.

A. Essential Functions

30% Lead, develop, manage, provide direction and oversight to a cross-functional team of staff members and a subordinate manager focused on the development of marketing and advertising efforts. The manager will work cross-functionally to develop of marketing strategy, creative advertising and media approaches that deliver on the Lottery’s marketing needs. The manager will partner with the broader marketing team, contracted advertising agencies, third-party vendors, and other internal and external stakeholders to execute creative advertising and media buying strategy across all advertising touchpoints and platforms, including TV, digital, social media, outdoor radio, print, and other emerging platforms. Collaborate with advertising agencies to develop, research, and evaluate new marketing strategies, solutions and communication tools. Assist staff in developing ideas and approve tactical directions.

Execute planned projects using project management processes, tools and techniques.

25% Provide strategic leadership for the media planning process across all market segments. Direct the development of media plans to support Lottery products. Review media strategy, plans, buys, advertising budgets, and make plan recommendations to senior management. Commission and review post-buy analysis to ensure agencies meet established goals through key performance indicators.

25% Provide daily supervision of unit staff including project status and oversite, timekeeping and evaluating/calendaring time off requests, staff development and performance management. Manage and provide direction and oversight to subordinate manager. The SSM II acts as a backup for the Chief, Consumer Marketing and Advertising for day-to-day unit operations.

15% Lead the vision and drive the development of in-depth business analysis for the Consumer Marketing portion of the Lottery’s Three-Year Strategic Plan, the annual business review and the annual Marketing Plan and Budget Proposal. Stay abreast on business trends, consumer behavior, demographics, and make recommendations on future planning. Identify and recommends business-building opportunities aimed at achieving fiscal year sales, playership goals, and the Lottery’s long-term objective of maximizing customer lifetime value and driving engagement in order to grow the Lottery’s contributions to public education.

B. Marginal Functions

5% Work on special projects as assigned by the Chief of Consumer Marketing & Advertising and the Assistant Deputy Director of Marketing.

C. Supervision Received

The Staff Services Manager II receives direction from and reports directly to the Chief of Consumer Marketing & Advertising and receives direction from the Assistant Deputy Director of Marketing.

D. Administrative Responsibilities

The Staff Services Manager II is responsible for effective and efficient managing, planning, organization and control of the Lottery's Brand Strategy and Advertising Unit. In addition, the Staff Services Manager II will assist in the development of the annual business review and annual marketing plan.

The Staff Services Manager II is responsible for contract compliance and administrative duties on contracts associated with aspects of the Lottery's Brand Strategy and Advertising programs. The manager is also required to adhere to the laws, rules, policies and procedures pertaining to civil service employees in general and specifically to employees of the California Lottery.

E. Personal Contacts

The Staff Services Manager II will have daily contact with the all levels of Marketing staff and managers and contracted agency staff. Frequent contact with Sales staff and managers. Frequent contact will be made with the Lottery's Director, Chief Deputy Director, Executive Office, Finance Department, Sales Department, Business Planning and contracted vendors.

F. Action and Consequences

The Staff Services Manager II exercises judgment in making decisions affecting all aspects of the Lottery's Brand Strategy and Advertising Unit. Poor judgment and decisions can adversely impact the Lottery's sales and image as well as diminish the Lottery's ability to meet sales and playership goals and, thus, education funding goals.

G. Other Information

The Staff Services Manager Il should have extensive experience and knowledge in brand marketing and advertising and must be able to think strategically and tactically. Additionally, the Staff Services Manager Il should have extensive experience in managing subordinate staff and managers. Personal skills should include ability to conduct in-depth analysis, well-developed industry insight, strong verbal/written communication skills and well-developed project management skills. The manager must be able to build successful relationships (internally and externally), lead a team, work as a collaborative member of the larger Marketing organization, and manage time and multiple priorities effectively. The SSM II must stay abreast of business, marketing, advertising, consumer trends and behavior, demographics, and make recommendations on future business and brand building marketing opportunities that will deliver on Lottery goals and objectives

Occasional travel will be required.

Supervisor’s Signature Date

I have read and understand the duties assigned as described above.

Signature of Incumbent Date

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download