Ontario Lottery and Gaming hires Senior Category Manager
Senior Category Manager
A tenured client of Mandrake required our help to secure outside talent to lead a major piece of their business, to drive revenue growth that would deliver money back to the province of Ontario.
Industry: Government and Public Sector
Marketing and Consumer Insights
Position: Senior Category Manager
With so many competing offers and events to attract the consumers’ “entertainment or discretionary spend” dollars, our client was experiencing a decline in penetration and usage of their business categories. It was deemed essential that a classically trained marketer be brought on board to develop and implement strategies to return the business to growth. While the candidate had to have a CPG background, they also had to be able to readily adapt to work in a government and matrix environment.
To complicate matters, this search occurred at a time when the government announced it would be making changes to the way the business is run in Ontario, with privatization on the list of options.
The strategy was simple and pure: find a highly accomplished Consumer Packaged Goods marketer who had the persona to thrive in a government organization. In addition, the candidate needed to have a real passion for and track record in developing compelling advertising campaigns.
A thorough canvassing of the Consumer Packaged Goods industry yielded a very strong short list of candidates. The successful candidate came from a top notch CPG company and with her positive attitude was immediately able to add value in this environment of uncertainty.