Chief of Engagement & Retention Marketing

Job Description and Duties

The California Lottery is looking for a strategic, creative, results-oriented marketing leader to help California become the #1 lottery in the United States.

The California Lottery is a multi-billion dollar enterprise headquartered in Sacramento. It is one of the few state agencies that is a revenue generator, not accepting taxpayer dollars from the state’s general fund. Our mission is to provide supplemental funding to California schools while simultaneously supporting local communities. Ninety-five cents of every dollar spent by our players goes back to local communities in the form of contributions to public schools and colleges, prizes and retail compensation. 

In fiscal year 18/19, the California Lottery generated sales of approximately $7.4 billion with approximately $1.85 billion earned for California public schools. Lottery products are sold at more than 23,000 retail locations throughout the state, from independent neighborhood shops to convenience stores, liquor stores to supermarkets, and more. Retail product offerings include an average of 52 fun and entertaining Scratchers games and several draw games, including jackpot games such as Powerball, Mega Millions, and SuperLotto Plus, and daily games such as Fantasy 5 and Hot Spot.


As part of the larger Sales & Marketing Division, the Engagement & Retention Marketing Program, also known as the Digital Marketing Program, is responsible for the Lottery’s owned digital platforms, including the public website and mobile app(s), email communication, social media platforms, SEO/SEM, loyalty programs and CRM activities.


The Chief, Engagement & Retention Marketing, leads the team responsible for driving customer engagement while building long-term brand value. This leader is responsible for thought leadership, strategy, design, operational management, analytics and performance of programs and initiatives aimed at customer experience, player retention, CRM, and loyalty management. This position is responsible for ensuring that the Lottery leverages its owned media and promotions to provide an experience that builds the Lottery brand, motivates users to play Lottery games, increases player loyalty and drives sales to generate incremental profits for public education. The Chief, Engagement & Retention Marketing, defines and delivers the vision, strategy and roadmap for the Lottery’s owned digital channels to reach and engage with California’s diverse adult population.

You will find additional information about the job in the Duty Statement.


Minimum Requirements
  • You will find the Minimum Requirements in the Class Specification.
Position Details


Job Code #:
  • JC-176625
Position #(s):
  • 358-703-7500-912


Working Title:
  • Chief, Engagement & Retention Marketing

  • C. E. A.
  • $7,442.00 - $10,696.00 A
# of Positions:
  • 1
Work Location:
  • Sacramento County
Job Type:
  • Career Executive Assignment - Non Tenured, Full Time
Department Information

We’re looking for energetic, creative, and talented employees to join our dynamic organization! We are a results-driven sales and marketing organization that contributes $1.8 billion to public education every year. If you are looking for an opportunity to make a difference and you are motivated to use your knowledge and experience to build a challenging and satisfying career – look no further! The Lottery strives to create a work environment that supports the growth and development of its employees and recognizes the contribution of each individual. We also offer a variety of development opportunities for our staff, on-site security, on-site restaurants, Golden One ATM, and free parking. What are you waiting for? Apply today! 

Department Website:
Special Requirements
  • The position(s) require(s) a Background Investigation be cleared prior to being hired.
Application Instructions

Completed applications and all required documents must be received or postmarked by the Final Filing Date in order to be considered. Dates printed on Mobile Bar Codes, such as the Quick Response (QR) Codes available at the USPS, are not considered Postmark dates for the purpose of determining timely filing of an application.

Final Filing Date: 10/31/2019
Who May Apply
Individuals who are eligible to be appointed to this Career Executive Assignment (CEA) by the State of California.

Applicants must meet the Minimum Qualifications stated in the Classification Specification(s).


How To Apply
Complete Application Packages (including your Examination/Employment Application (STD 678) and applicable or required documents) must be submitted to apply for this Job Posting. Application Packages may be submitted electronically through your CalCareer Account at When submitting your application in hard copy, a completed copy of the Application Package listing must be included. If you choose to not apply electronically, a hard copy application package may be submitted through an alternative method listed below:

Address for Mailing Application Packages

You may submit your application and any applicable or required documents to:

CA State Lottery
Attn: Human Resources (JC-176625)
700 N. 10th Street MS#6-5
Sacramento, CA 95811

Address for Drop-Off Application Packages

You may drop off your application and any applicable or required documents at:

Human Resources (JC-176625)
700 N. 10th Street MS#6-5
Sacramento, CA 95811
08:00 AM - 05:00 PM

Required Application Package Documents

The following items are required to be submitted with your application. Applicants who do not submit the required items timely may not be considered for this job:

  • Current version of the State Examination/Employment Application STD Form 678 (when not applying electronically), or the Electronic State Employment Application through your Applicant Account at All Experience and Education relating to the Minimum Qualifications listed on the Classification Specification should be included to demonstrate how you meet the Minimum Qualifications for the position.
  • Resume is required and must be included.
  • Statement of Qualifications - See the Statement of Qualifications section below for detailed instructions on what information to provide and how to format your response. Follow all instructions found in the Statement of Qualifications section.
Applicants requiring reasonable accommodations for the hiring interview process must request the necessary accommodations if scheduled for a hiring interview. The request should be made at the time of contact to schedule the interview. Questions regarding reasonable accommodations may be directed to the EEO contact listed on this job posting.
Examination Qualification Requirements
  • All applicants must possess the knowledge and abilities, and any other requirements, described in this announcement.

  • Eligibility to take a CEA examination does not require current permanent status in the civil service.


General Qualifications
  • State civil service employees must possess essential general qualifications including integrity, initiative, dependability, good judgment, and ability to work cooperatively with others.


Knowledge and Abilities

Applicants must demonstrate the ability to perform high administrative and policy – influencing functions effectively. Such overall ability requires possession of most of the following more specific knowledge and abilities:

  • Knowledge of the organization and functions of California State Government including the organization and practices of the Legislature and the Executive Branch; principles, practices, and trends of public administration, organization, and management; techniques of organizing and motivating groups; program development and evaluation; methods of administrative problem solving; principles and practices of policy formulation and development; and personnel management techniques; the department’s or agency’s Equal Employment Opportunity Program objectives; and a manager’s role in the Equal Employment Opportunity Program.
  • Ability to plan, organize, and direct the work of multidisciplinary professional and administrative staff; analyze administrative policies, organization, procedures and practices; integrate the activities of a diverse program to attain common goals; gain the confidence and support of top level administrators and advise them on a wide range of administrative matters; develop cooperative working relationships with representatives of all levels of government, the public, and the Legislature and Executive branches; analyze complex problems and recommend effective courses of action; and prepare and review reports; and effectively contribute to the department’s or agency’s Equal Employment Opportunity objectives.

These knowledge and abilities are expected to be obtained from the following kinds of experience with substantial participation in the formulation, operation and/or evaluation of program policies (experience may have been paid or volunteer; in State service, other government settings, or in a private organization):

CEA Level A - Responsible for broad administrative and program activities, including the execution and/or evaluation of program policies.

CEA Level B - Responsible for extensive managerial and program administration or broad program manager experience with substantial participation in the formulation, operation, and/or evaluation of program policies.

CEA Level C - Responsible for extensive highly professional influence and contributes to program, policy, and the methods to provide professional services needed to set policies, to meet the mission of the State department and often exercising technical and or professional skills that are required at this level.


Desirable Qualifications
In addition to evaluating each candidate's relative ability, as demonstrated by quality and breadth of experience, the following factors will provide the basis for competitively evaluating each candidate:

•10+ years of relevant digital marketing, content marketing, CRM, or customer acquisition/growth marketing experience, including responsibility for channel or business unit performance metrics.

•Previous experience as a leader in CRM and customer personalization, focused on developing and deploying lifecycle marketing strategies to drive overall customer retention and business goals.

•Enterprise level project management experience working with IT/software engineering teams on system implementation and integrations with third-party vendors; knowledge of and strong foundation specifically with MarTech platforms and CRM solutions, expertise in marketing performance analytics and building processes for ongoing optimization.

•Strong knowledge of all aspects of content marketing, including editorial strategy, message development, video strategy, audience segmenting, website and mobile content strategy, social strategy, email strategy and platform best practices. Excellent creativity and natural eye for compelling brand creative.

•Detailed understanding of best-in-class retention and CRM marketing technology, including email service providers, social media management platforms, mobile marketing software, tracking tools, and data management.

•Demonstrated success driving innovation and change. Early-adopter mindset with proven ability to conceptualize, develop and implement innovative customer retention, engagement and loyalty programs and achieve buy-in from stakeholders and executive leadership.

•Superior people management and leadership skills with proven experience leading and motivating multiple direct/indirect reports and cross-functional teams.

•Ability to develop a team culture and rigor around "test & learn" and hindsighting: reading and reacting to channel performance, client engagement trends and leveraging insights for desired business goals.

•Experience working cross-functionally with designers, software developers, IT, and internal stakeholders to execute planned projects using project management processes, tools and techniques.

•Excellent collaborator with exceptional interpersonal skills and ability to interact with a range of personalities and styles, build consensus, and establish effective relationships of all levels of the organization.

•Detail-oriented with strong organizational and time management skills.

•Excellent oral and written communication and presentation skills.

•Strong critical decision-making and problem-solving skills.

•Results-driven marketer with proven quantitative and analytical skills; should be extremely comfortable with Excel and analytics reporting tools.

•Bachelor's degree in marketing, technology, business administration or related field. MBA preferred.

•Lottery, gaming, entertainment and/or consumer packaged goods experience preferred.

•Able to "roll up your sleeves" to do what is needed in deadline situations while maintaining a "big-picture" view. You are excited about the idea of working on the Lottery's mission, promoting Lottery products, and can inspire others to become curious and engage with the Lottery brand on our digital channels.


Examination Information

The examination process will consist of a screening process conducted by a designated screening committee. The screening committee will evaluate the application, resumé, and SOQ and compare each applicant’s qualifications for this position against specific job-related evaluation criteria developed from the minimum and desirable qualifications. As such, candidates must provide sufficient detail on their application/resumé/SOQ including relevant examples and dates of employment. Based on the competitiveness of the group, the most qualified candidates may be scheduled for an interview as part of the examination process. 


If you meet the requirements stated in this announcement, you may take this competitive examination. Possession of the Examination Qualifications requirements does not assure a place on the eligible list. Your performance in the examination will be compared with the performance of others who take this examination, and all successful candidates will be ranked according to their scores.

A minimum rating of 70% must be attained in the Examination to obtain list eligibility for this position. All candidates will receive written notification of their examination results.

The results of this examination will only be used to fill this position. Applications will be retained for twelve months.

Hiring interviews for the Job may be conducted with the most qualified candidates.

The examining Department reserves the right to revise the examination plan to better meet the needs of the service, if the circumstances under which this examination was planned change. Such revision will be in accordance with civil service law and rules and all competitors will be notified.


Special Testing Arrangements
If you have a disability and need special testing arrangements, answer the Reasonable Accommodations question appropriately on your Application (STD 678). You will be contacted to make specific arrangements. Questions regarding reasonable accommodations may be directed to the EEO contact listed on this announcement.
Contact Information

The Human Resources Contact is available to answer questions regarding the position or application process.

Department Website:
Human Resources Contact:
Human Resources
(916) 822-8158

Please direct requests for Reasonable Accommodations to the interview scheduler at the time the interview is being scheduled. You may direct any additional questions regarding Reasonable Accommodations or Equal Employment Opportunity for this position(s) to the Department's EEO Office.

EEO Contact:
Equal Employment Opportunity Office
(916) 822-8104

California Relay Service: 1-800-735-2929 (TTY), 1-800-735-2922 (Voice) TTY is a Telecommunications Device for the Deaf, and is reachable only from phones equipped with a TTY Device.
Statement of Qualifications

The Statement of Qualifications must address the questions below; be numbered in the below order, and be no longer than three typed pages, double spaced, standard margins, 12pt Arial font. (Note: Failure to follow these instructions may result in disqualification.)

1. Explain your interest in this position and describe how your experience, knowledge, skills and abilities make you the strongest candidate for this role.

2. How have you ensured you and your team keeps up with leading-edge skills, best practices, and tools necessary to stay abreast of digital platforms and processes in the always evolving digital marketing ecosystem? Provide an example of how you have managed this type of skill-up process and how it impacted your team’s ability to deliver results.

3. Consumer-centric marketing plays a key role in effective consumer engagement and customer retention. Please describe your understanding of CX and how you have applied CX strategies, tactics and mindset to your work.

4. Describe your proudest achievement working in digital marketing. Include overview of situation, strategic/tactical approach, and results. What was your role? What made it successful?



Equal Opportunity Employer

The State of California is an equal opportunity employer to all, regardless of age, ancestry, color, disability (mental and physical), exercising the right to family care and medical leave, gender, gender expression, gender identity, genetic information, marital status, medical condition, military or veteran status, national origin, political affiliation, race, religious creed, sex (includes pregnancy, childbirth, breastfeeding and related medical conditions), and sexual orientation.

It is an objective of the State of California to achieve a drug-free work place. Any applicant for state employment will be expected to behave in accordance with this objective because the use of illegal drugs is inconsistent with the law of the State, the rules governing Civil Service, and the special trust placed in public servants.


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