Digital Marketing Analyst

We're transforming the way players experience our games and brand in a dynamic, digital first world. You'll be part of a team leading this transformation, delivering creative solutions that elevate WCLC's digital presence and engage our players like never before. Help us write the next chapter of digital innovation at WCLC.

We're seeking a Digital Marketing Analyst to join our growing Digital Marketing team. In this role, you'll be responsible for digital tracking setup, analyzing, and reporting performance across campaigns, platforms, and channels to drive data-informed decisions to optimize marketing investment and enhancing player experiences. You will be responsible for ensuring accurate, actionable, and timely measurement of all digital marketing activities and collaborate closely with our centralized data analytics team to translate marketing objectives into data requirements, interpret insights, and deliver recommendations that improve acquisition, retention, and overall digital performance.

If you're motivated by uncovering insights through data, thrive on collaboration, and take pride in driving measurable impact, we'd love to hear from you.

Key Accountabilities and Responsibilities

• Track and interpret campaign KPIs and engagement metrics to inform marketing and product strategies.

• DefineDesign, test, and validate event tracking to measure player behaviour, funnel performance, and marketing conversions.

• Support marketing optimization decisions and translate data into recommendations for media strategy, creative performance, and conversion improvements.

• Support the setup, tagging, and event management of WCLC's digital analytics platforms (e.g., GA4, Tag Manager, Power BI, Looker Studio or similar).

• Use AI and automation tools to enhance insight generation (e.g., automated test cases, predictive audience segmentation).

• Deliver weekly, monthly, and quarterly performance reports to internal stakeholders, highlighting insights and recommendations for optimization.

• Analyze data from multiple digital marketing platforms and campaigns to identify trends, insights, and performance opportunities.

• Collaborate with internal marketing specialists, product managers, and external partners to align data, insights, and campaign performance.

Collaborate with the Enterprise Data Insights team to establish and continually improve data accuracy, integration, and usability. Align on data standards, ensure seamless integration, and leverage corporate BI tools to deliver consistent dashboards and reporting for performance measurement for the digital line of business.

• Qualifications and Competencies

• Bachelor's degree in Marketing, Business Analytics,, or a related field.

• 3+ years of experience in digital marketing analytics, performance marketing, or business intelligence.

• Demonstrated experience with web and marketing analytics platforms (e.g., Google Analytics 4, Tag Manager, Looker Studio, Adobe Analytics, or similar).

• Strong understanding of digital marketing metrics and performance measurement across owned, earned, and paid channels.

Skills And Attributes

• Expert analytical, problem-solving, and critical thinking skills.

• Experience setting up and managing event-based tracking across digital properties.

• Skilled in data visualization and reporting with a clear eye for actionable insights.

• Understanding of digital marketing metrics (attribution, funnels, conversion rates, ROI, LTV).

• Familiarity with AI-driven analytics or automation tools to improve marketing efficiency.

• Excellent communication and presentation skills and able to turn complex data into clear, useful information for marketers and executives.

• Proven ability to translate complex data and performance concepts into clear, actionable insights.

• Collaborative mindset with comfort operating in cross-functional teams.

• Detail-oriented and driven by data accuracy, integrity, and efficiency.

Who we are

You may not be very familiar with WCLC, but you're almost certainly familiar with the products we help bring to players throughout the Prairie Provinces and the North every day; lottery games like LOTTO 6/49, SPORT SELECT, and dozens of instant scratch tickets.

WCLC is the non-profit organization authorized to manage, conduct, and operate lotteries – at retail and online – and other gaming-related activities for the governments of Alberta, Saskatchewan, and Manitoba as well as the Yukon, Northwest Territories, and Nunavut. We work closely with our provincial partners to bring a first-rate lottery experience to our players and meet their changing needs with new technology and tools.

We know it's our people that make this possible, which is why we invest in building talented, adaptable, and accountable teams who are proud to live and work in our region. We'd love to talk to you about how you fit into what we're building.