Title: Digital Marketing Analyst

State Role Title: 

Hiring Range: $78,500 to $102,000

Pay Band: UG

Agency: Virginia Lottery

Location: Virginia Lottery

Agency Website: www.valottery.com

Recruitment Type: General Public - G

Job Duties

For more than three decades, the Virginia Lottery has worked to build a strong reputation, one synonymous with providing fun, entertaining experiences and doing so responsibly and with integrity. Proceeds from traditional Lottery games support K-12 public education in Virginia. Taxes generated by sports wagering and casino gaming, which are regulated by the Lottery, benefit other priorities of the Commonwealth.

The Virginia Lottery is currently seeking a Digital Marketing Analyst to join our Marketing Department.

The Digital Marketing Analyst is responsible for managing the implementation and maintenance of the Lottery’s digital data measurement and reporting framework. This person uses research and analyzes collected data to identify opportunities for improvements in digital advertising, customer experience, new player acquisition, retention and consumer engagement on all Lottery digital assets. As the Marketing team’s go-to data expert, the Digital Marketing Analyst generates insights and provides recommendations to support digital strategy and drive improvements in digital KPIs.

The Digital Marketing Analyst will:

• Set up and manage tracking tools to collect accurate and reliable data through platforms such as Google Analytics/GA4, Google Tag Manager, Google Search Console, and UTM.
• Measure data for Lottery initiatives on all digital assets (website, mobile app, interactive media, digital advertising and social media) and collaborate with the IT department on integration with the Lottery’s data warehouse.
• Derive actionable insights from complex analytics data and communicate recommendations clearly and effectively to internal stakeholders.
• Establish regular reporting of KPIs and support cross-departmental reporting requests to deliver insights that drive strategic Marketing decisions in user experience, acquisition, retention and digital advertising.
• Manage relationships and initiatives with analytics partners in customer satisfaction, SEO, ASO and GoogleAds, optimizing how players find and interact with the Lottery’s digital platforms.
• Implement QA, A/B and multivariate testing plans that enhance digital analytics campaigns and create dashboards that interpret campaign success.
• Analyze web traffic, market research, and player data, providing insights to help develop the customer segments, personas, and journeys that inform personalized online experiences for players.
• Conduct competitive analysis, trend forecasting, and track industry best practices to help shape next steps on web and mobile app roadmaps.

This position works closely with the Web and Mobile App Product Owners and the Digital Strategy Manager, and requires strong communications, planning, prioritization, analytic and project management skills.

Note - This position requires in-office work three days per week including Tuesday and Wednesday.

Minimum Qualifications

• Bachelor’s Degree from an accredited 4-year college or university with major studies in Marketing, Mathematics, Statistics, or a related field. Coursework and/or experience in digital marketing, statistics, analytics, and data visualization.
• 3+ years of experience managing digital analytics programs.
• Experience with Microsoft Excel, Google Analytics (GA4), Google Tag Manager, Google Ads, UTM management and data visualization tools such as Tableau or similar.
• Working knowledge of digital marketing channels such as SEO, paid social, and email.
• Intermediate to advanced knowledge of Microsoft Excel, including the ability to use formulas, functions, and pivot tables to manipulate and analyze data.
• Working experience with digital analytics and tracking platforms (Google Analytics, Tableau, PowerBI, Omniture, Adobe Experience Manager, Google Tag Manager, Google Ads, AdWords, Screaming Frog, SiteImprove).
• Familiarity with multiple digital marketing channels (SEO, ASO, social, email, SEM).

A comparable amount of training and experience may be substituted for the minimum qualifications.

Additional Considerations

• Industry-recognized certification, such as Google Analytics IQ certification.
• Familiarity and experience with Sitecore xDB v8.2+.
• Ability to create and write SQL queries.

Special Instructions

You will be provided a confirmation of receipt when your application and/or résumé is submitted successfully. Please refer to “Your Application” in your account to check the status of your application for this position.

The selected candidate will be required to complete a background investigation.

The Virginia Lottery is an independent state agency, and as such all positions are exempt from the Virginia Personnel Act, as well as most Executive Branch human resources policies. The Virginia Lottery is a fun place to work and values diversity in the workforce. We offer a competitive salary and excellent benefits. The Virginia Lottery is an Equal Opportunity Employer. Only online applications completed in their entirety will be accepted for this position. The Virginia Lottery will provide, if requested, reasonable accommodation to applicants in need of accommodation in order to provide access to the application and/or interview process. If any assistance is needed when applying online, please contact the Virginia Lottery’s Human Resources Department at (804) 692-7000.

Applications will be accepted until a suitable pool of candidates is received. After 5 business days, this position may be closed at any time.

Contact Information

Name: Human Resources

Phone: 804-692-7000

Email: N/A

In support of the Commonwealth’s commitment to inclusion, we are encouraging individuals with disabilities to apply through the Commonwealth Alternative Hiring Process. To be considered for this opportunity, applicants will need to provide their AHP Letter (formerly COD) provided by the Department for Aging & Rehabilitative Services (DARS), or the Department for the Blind & Vision Impaired (DBVI). Service-Connected Veterans are encouraged to answer Veteran status questions and submit their disability documentation, if applicable, to DARS/DBVI to get their AHP Letter. Requesting an AHP Letter can be found at AHP Letter or by calling DARS at 800-552-5019.

Note: Applicants who received a Certificate of Disability from DARS or DBVI dated between April 1, 2022- February 29, 2024, can still use that COD as applicable documentation for the Alternative Hiring Process.