Job Description

Range:
125,600.00 - 188,400.00 CAD
:
Director, Paid Media Effectiveness & Planning
GAME ON - OLG needs you
We've said GAME ON, and we mean it - OLG is rapidly transforming its organization to better serve Ontarians by delivering great gaming experiences through our digital, retail lottery, and land-based gaming channels. Over the course of fiscal 2023-24, OLG delivered a record $2.4 billion in net profit to the Province of Ontario. OLG is now expanding our horizons even further, with a new strategic direction that builds on successes to date as a world class gaming entertainment leader with a globally admired omni-channel platform.
Director, Paid Media Effectiveness & Planning is a holistic media subject matter expert. As the Media SME leader facilitating enterprise learning, deep knowledge of the changing media landscape and innovation is a must. This leadership role collaborates with all lines of business to provide strategic expertise supporting media strategies, planning and buying needs to deliver on campaign objectives. The role is responsible for managing OLG's media agencies, as well as evolving the efficiency and effectiveness of paid media for the enterprise. The role leads an experienced team of paid media subject matter experts that support the organization as a centralized service. .
YOUR ROLE IN THE GAME
Reporting to the VP Brand & Marketing Officer, you will be empowered to:
Support of business growthLeads the media centre of expertise for paid media and content distribution across enterprise to support business division's media strategies, planning and buying needs Provides leadership support in the translation of campaign communication strategies into media plan development across business divisions to deliver on objectives Leads enterprise media MarTech recommendations through the piloting of new technologies, test and learns and tech implementation to optimize and improve media campaign performance/media strategy Leads the annual enterprise media planning with the media agency in collaboration with business divisions to drive effective and efficient business growth Facilitates processes that help streamline media planning/execution and promote collaboration/integration among teams (Status documents, Status meetings, Quality Assurance, Issue management, etc.) Facilitates Joint Business Planning with media and advertising partners. Keeps abreast of new media opportunities by staying on top of industry trends and news to consider proactive & reactive approaches to the changing landscape. Manages and mentors a team of paid media professionals, fostering a collaborative and high-performing environment to support business requirements.

Campaign Management and EffectivenessLeads synergies in media buys and optimization cross enterprise with consideration of message management by audience to maximize results Leads evaluations of post-media campaign performance and optimization process in collaboration with internal stakeholders Leads use of in-house campaign reporting tools to provide timely insights and knowledge sharing for the lines of business. Facilitates use of first party data (i.e., attribution modelling, audience targeting) via Customer Data Platform in collaboration with Enterprise Analytics and business units Ensures use of Marketing Mixed Modelling (MMM) results in collaboration with Enterprise Analytics and business units to integrate outputs to inform media buying decisions

Agency ManagementActs as main interface and relationship partner with media vendors / agencies; leading annual agency evaluations and audits to enhance performance and optimize ROI Directs the Media agency procurement and leads management of the agency for the enterprise. Leads media agency financial reconciliation effectiveness in partnership with business divisions Leads establishment of an appropriate agency model to support the enterprise, as well as leading and communicating media process changes to the organization and media partners.

WHAT YOU NEED TO PLAYDegree or diploma in advertising or equivalent experience, with deep expertise in media agency management and emerging technologies. 10+ years in B2C advertising, enterprise-wide media leadership, and people management--ideally in industries like lottery, gaming, or entertainment. Strong background in managing agencies, media planning, and campaign optimization across traditional and digital channels. Skilled in using media research tools (e.g., Vividata, Comscore, Nielsen) and leading RFPs and procurement processes. Ability to translate marketing objectives into measurable media strategies and campaigns. Strong analytical, strategic, and project management skills with a technical understanding of media platforms. Effective communicator with experience in cross-functional leadership and stakeholder management. Comfortable navigating regulatory environments and balancing complex requirements. Proven ability to drive innovation through data, technology, and media performance insights. Inclusive leadership style with a focus on collaboration, process improvement, and team development.

PERKS OF JOINING OUR TEAMPart of a Bigger Picture: socially responsible company that gives back all its profits to the province and people of Ontario Flexible Work Environment: to help balance both work and life You Matter: family friendly work practices and hybrid work Freedom to Innovate: supports new and better ways to be successful Be your Authentic Self: environment that values diversity as a source of strength Learning Galore: 24-7 access to robust online learning programs Public Service Pension Plan: participate in a major defined benefit pension plan sponsored by the Government of Ontario Variable Pay Program: performance-based incentives to share in our success (Permanent OLG Employees Only)

Learn about OLG - GAME ON!
OLG's purpose is to contribute to a better Ontario by delivering great entertainment experiences for our customers. We are a multi-billion-dollar organization with a wide array of business lines including, lottery, land-based casinos, digital lottery and casino, horseracing, and charitable gaming. OLG is amidst a massive transformation focusing on being customer obsessed and bringing our digital business to a whole new level.
The key to our success is our people. Our culture will be grounded in true, positive partnerships that embrace trust, clarity, and openness in all that we do. We are supporting and empowering employees and teams across the organization through greater accountability, leadership development and growth opportunities. OLG is embracing more flexible work options and family friendly work practices including hybrid work.
Equity, diversity, and inclusion are essential elements of our culture and cornerstones of the Five Truths that OLGers Live by. At OLG, our employees have the space to be themselves and use their perspectives and skills to benefit the people and the Province of Ontario.
While we are re-shaping and growing our business, we are unwavering when it comes to living our purpose, and ensuring our business delivers meaningful benefits for the people of Ontario. OLG's net profits are reinvested back into the province, contributing to the quality of life for Ontarians.
To learn more about OLG go to our website at www.olg.ca
We look forward to hearing from you, interested applicants please apply online by September 22, 2025.OLG is an equal opportunity employer. We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. Please contact Human Resources at careers@olg.ca if you require accommodation at any time throughout the hire process.
We thank you for your interest in this opportunity; however only those individuals selected for an interview will be contacted.Personal information is collected by the Ontario Lottery & Gaming Corporation (OLG) and/or its third party service provider(s) under the authority of the Ontario Lottery and Gaming Corporation Act, 1999, SO 1999, c 12, Sch L and the Employment Standards Act, 2000, S.O. 2000, c. 41 (as amended) and will be used for the purpose of determining qualifications for employment with OLG and for recruitment modernization initiatives. The information will be managed in accordance with all applicable laws, OLG's Protection of Privacy Policy (the Policy) and related policies and procedures. For any questions about this collection, please contact careers@olg.ca, 800-70 Foster Drive, Sault Ste. Marie, ON, P6A 6V2.