Basic Function & Purpose of the Role

Working within the Commercial team, the Product Brand Manager will ensure the effective management of existing, and the design of new, customer focused high impact lottery games within the National Lottery product portfolio. The role will involve product enhancement of existing products and development of new and exciting games to market.

An opportunity to get the whole country playing!

What you will do

Devise in conjunction with Head of Product the correct strategic approach for PLI’s scratch card product development plans to maintain and grow the category.
Create and manage new product development roadmaps. Ensure customer analytics and insights are considered in the design of the product roadmap and review products in line with regulatory, technological advancements and opportunities. Identify product innovations opportunities (including new products, product enhancements, digital integration) via market research, collaboration with internal stakeholders, and direct engagement with players to ensure the correct mix of products in market.
Draft, design and deliver business cases for product enhancements or product innovations. Create documentation for legal submissions for product enhancements or product innovations. Work closely with Legal & Regulatory Affairs team to address any queries raised as relating to scratch card product category.
Manage delivery of agreed PLI’s product scratch card portfolio, ensuring best product, pricing, and prize structures for products which directly meet players’ needs and grow returns for Good Causes.
Manage agreed product KPI’s, reviewing product performance and progress and reporting on product performance. Ownership of product P&L.
Devise, in consultation with Business Assurance function, the scratch card development process, to ensure that the process is as robust as possible and fully in compliance with PLI’s license obligations and strategic objectives and delivers on company value of reliability. Responsible for ensuring the process of delivering SC games to market, including game extensions and successors, are achieved in a timely manner and aligned with regulatory approvals.
Specify to Business Intelligence requirements and updates to Game Lifecyle Application (GLA) to ensure evidence of compliance with process is captured and stored and ensuring all functions deliver on their inputs in a timely and accurate manner. Responsible for ensuring the process of delivering SC games to market, including game extensions and successors, are achieved in a timely manner and aligned with regulatory approvals.
Manage and develop a team of talented, motivated and high performing Product Specialists/Executive including onboarding, training and goal setting for individual team members.
Manage working relationship with PLI’s scratch card providers to coordinate design, prize structure development and delivery of scratch card following agreed processes and checks to ensure a continued availability of stock to meet consumer needs.

Manage relationships with internal stakeholders on design (including Responsible Play Manager), game rules, prize structure and game end dates for all games.

What you will need to be successful in the role

Essential: Marketing or Business Qualification (diploma or degree level)
You'll have 2 years + experience in managing product development and/or product marketing activity for a top consumer brand.
A background in FMCG, Retail, Digital or Advertising companies.
Knowledge of lottery or digital gaming products a distinct advantage.
An analytical and numerate mind with the ability to understand commercial business drivers and creatively solve problems.
Customer Centric – customer at the centre of all our product driven by consumer insight and analytics.
Experience of analysing the performance of existing products, managing KPIs, and identifying opportunities based on cost-benefit analysis

Product Brand Manager

Job Description