PRO-LINE Brand Management

Brand management for sports lottery products. Worked with various roster agencies (e.g. advertising, promotion, research, sales forecasting, media buyers) to manage annual marketing budget.

Managed game development, research process and promotion for the rebranding of PRO-PICKS (Picks, Props, Pools). Relaunch raised annual sales for the sports lottery category by $50 million.

Worked on the repositioning of the $200-million PRO-LINE brand with a goal of attracting new players and upgrading casual ones. Represented the OLG at the World Lottery Conference in Durban, South Africa and accepted the Global Advertising Award for the the ‘Anything Can Happen’ campaign.

Piloted sports betting lounges at Casino Niagara and Casino Windsor for roll-out to multiple OLG locations. Initiative was intended to help border casinos draw American customers.