Director Digital Experience and Online Sales

Overview

Northstar New Jersey Lottery Group is seeking an experienced digital marketing and sales leader to drive the CRM strategy, daily operations, and overall marketing direction for the New Jersey Lottery’s new online sales platform (website and mobile app). This role will be responsible for developing and executing a comprehensive CRM‑driven marketing plan, accelerating online sales growth, delivering on key KPIs, and maintaining a clear view of business performance.

We are looking for a consensus‑builder with passion, energy, and intellect — someone who brings fresh selling ideas, an analytical mindset, and a deep commitment to understanding player behavior. This leader will closely monitor player data and engagement across both online and retail channels, ensuring communications resonate with our most passionate New Jersey Lottery players.

In partnership with Northstar and the Lottery, the Director’s core Responsibilities will be:

Responsibilities

• Build, own, and execute the strategic growth plan for the online sales platform.
• Serve as the primary point of contact for all online sales platform marketing initiatives and communications.
• Oversee the strategic roadmap for the Lottery’s website and mobile app, ensuring both platforms deliver a seamless, intuitive, and compliant player experience that supports online sales growth.
• Track industry trends and integrate new ideas, innovations, and best practices into online sales growth strategies.
• Lead targeted acquisition strategies across retail, digital, social, email, mobile, and experiential channels to attract players.
• Identify opportunities to enhance the player experience and translate insights into improvements across product features, incentives and rewards, communication creative, and player journey flows.
• Own the end-to-end player lifecycle, designing and optimizing acquisition, activation, retention, and reactivation journeys that drive sustained online sales growth.
• Collaborate on Second Chance programs to provide players with winning experiences.
• Oversee the development and deployment of all direct player communication campaigns, including messaging to sell, inform, and engage players in the Lottery’s VIP Club.
• Work with the Analytics Team and Marketing Interactive Team to monitor site activity and performance metrics, identifying opportunities to optimize digital channel efficiency and user experience.
• Work with the Advertising Team and outside media agency to evaluate creative and media performance and adjust based on insights.
• Partner with Product, Technology, Sales, and Marketing teams to prioritize enhancements, manage release cycles, and translate player insights into continuous improvements across site and app functionality.
• Collaborate with technical and other Marketing teams to translate business needs into clear product requirements.
• Work cross‑functionally to enhance customer experience, resolve issues, and escalate technical concerns appropriately.
• Partner with data analysts to deliver regular performance reporting.

Qualifications

• 8+ years of recent experience in digital marketing and e‑commerce, preferably with topline digital sales and P&L responsibility; gaming industry experience strongly preferred.
• Bachelor’s degree in marketing, business, communications, or related field; MBA a plus.
• Strong customer‑facing experience and relationship‑building skills.
• Recent experience generating online sales growth using CRM, digital advertising and/or loyalty programs.
• Experience with the XtremePush CRM platform is a plus.
• Excellent organizational and time‑management abilities.
• Strong analytical, reporting, and problem‑solving skills.
• Ability to manage strategic initiatives, ongoing projects, and real‑time production issues simultaneously.
• Demonstrated ownership mindset—proactively identifies issues, opportunities, and solutions.
• Skilled at communicating and building consensus across internal teams and external stakeholders.
• Open‑minded, collaborative, and committed to fostering team spirit and mentoring others.
• Highly motivated, organized, and comfortable working under tight deadlines.
• Strong interpersonal skills and the ability to work effectively with a wide range of personalities.

Success Profile

• Leading Complexity
• Leading People
• Leading the Business
• Leading Self

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