Marketing Manager - Wagering
Marketing and Communications
Our rich history is a big part of who we are. With historic roots dating back over 135 years, Woodbine is steeped in tradition. We have been the engine that drives the Ontario horse racing industry. From King’s and Queen’s trips to Canada, anniversaries and unforgettable horse races, we have been creating winning experiences for all our guests.
We are currently on an amazing 20-year journey to ‘build a city within a city’ and transform the largest privately held land in Toronto into one of Canada’s premiere entertainment destinations. This journey will unlock the value of approximately 700 acres of land, leading to job creation and the revitalization of our communities, while enhancing our ability to share the thrill of horse-racing and cementing our place as an entertainment powerhouse.
We need dedicated people to join our cause. Be part of Woodbine Entertainment and get inspired to make work awesome!
Our Values & Beliefs
| WOW EVERY GUEST | OWN IT! | LISTEN & CONNECT – PEOPLE MATTER | FUEL THE FUN & PASS IT ON | TRUST IN OUR TEAM | #WE CARE | PURSUE YOUR POTENTIAL |BE BOLD| BE ALL IN |
WE is on a journey to become a customer-centric Marketing powerhouse. We are building a team of Brand champions, who will aspire to ‘wow every guest’. The WE Marketing Team is accountable to develop and deliver innovative and effective marketing solutions to meet the Organization’s strategic imperatives and launch a new breed of experience at Woodbine.
Reporting to the Sr. Marketing Manager, Wagering, the Marketing Manager, Wagering (Core Bettors) will play a key role in driving growth of Woodbine betting both in existing AND emerging markets. This specialized marketing role requires not only marketing expertise but also strong knowledge of racing and betting, as it is focuses on driving growth from, and influencing the behaviour of core bettors both in our Canadian Home Market (e.g. HPIbet) and in International markets, especially the US. Core bettors are savvy, data-driven bettors, who represent the majority of Woodbine’s revenue, and successful marketing requires a deep understanding of their wants and needs as well as how to best reach them.
On one hand, the Marketing Manager, Wagering (Core Bettors) will lead the planning, negotiation and monitoring of a portfolio of marketing, advertising and content agreements to ensure Woodbine racing products are regularly promoted and profiled in the US and internationally. This also requires delivering all necessary promotional assets to partners and internal cross-functional team members, as well as building strong relationships with industry data and betting providers as well as influencers.
In addition to the international promotion of Woodbine racing, this role will have accountability for supporting strategy development, and leading marketing & promotional initiatives for Woodbine-owned platforms, including HPIbet.com and its promotional calendar, as well as the Champions off-track betting network in Ontario. This individual will also be a contributing member to the development of Woodbine’s Loyalty and Player Development strategy. Finally, the Marketing Manager, Betting also leads programs designed to support Woodbine’s Racing team reach and influence Owners and Trainers to stable and race at Woodbine.
•Develop media strategies to promote HPIbet and Champions through traditional and digital channels as appropriate, but also work with Communications and Content/Social teams to ensure a consistent and effective approach in social channels.
•Ensure collaboration with social team to ensure positive online and social reputation of Woodbine accounts including HPIbet and Champions.
•Approve and manage the execution of the HPIbet promotional calendar ensuring post-analyses are reviewed in a timely manner and shared appropriately.
•Identify and recruit key opinion leaders within the US industry to promote Woodbine.
•Work with partners to develop betting content, and leverage all touchpoints in order to achieve broad distribution, and leverage them for customer acquisition.
•Develop and monitor US partner agreements ensuring timely delivery of promotional materials and collateral, coordinating requirements with creative services and trafficking
•Works with media agencies to reach US and Canadian customers through behaviourally-targeted digital campaigns, and optimize regularly.
•Ensure the Woodbine online experience meets the needs of the international horseplayer and aims to identify player acquisition opportunities where possible.
•Guide the development of new strategies to reach foreign (US & International) horseplayers through digital channels and works with team to grow betting trial of Woodbine Thoroughbred and Standardbred Racing.
•Coordinate agency partners to execute marketing campaigns that deliver on the various line of business goals: acquisition, engagement, retention, and revenue.
•Lead campaign briefs and manage timely creative delivery for various lines of business
•Leverage CRM and Marketing Automation in ways that will drive meaningful betting growth: identifying key customer segments, mapping segmentation onto our databases, with key communication opportunities and targeted engagement programs.
•Contribute to the development of WE’s Loyalty and Player Development strategy.
•Lead programs designed to support Woodbine’s Racing team reach and influence Owners and Trainers to stable and race at Woodbine
•Regularly collaborate with Betting and Racing teams to ensure constant innovation and sharing of information and opportunities as a cross-functional team.
•Budget and reforecast accounts in order to ensure all funds are used effectively.
Key Success Factors
•University or college degree/diploma in a field related to Business Administration, Marketing or the equivalent in education and/or experience.
•5 years of marketing experience and/or racing commercial experience. Preferably both.
•Good understanding of marketing strategy, tactics and planning
•Good understanding of digital marketing, management and landscape
•Good understanding of budgeting and financial management
•Ability to bring cross-functional groups together, set objectives and achieve goals without direct reporting authority
•Strong relationship skills to help maintain and foster strong industry relations
•An analytical mindset, and ability to quantitatively discuss and prove anecdotal concepts.
•Experience in successfully leveraging new and emerging social and digital channels to deliver business objectives and feed the customer acquisition funnel
•Good organizational skills necessary to manage varying demands and time constraints
•Ability to write a meaningful brief and manage the creative process effectively.