Are you a strategic communicator with a passion for storytelling, media relations, and creating meaningful connections between brands and audiences? Do you thrive in fast-paced environments where you can influence business outcomes, shape public perception, and lead impactful communications initiatives?
If so, we want to talk to you.
The Western Canada Lottery Corporation (WCLC) is looking for a dynamic and experienced Communications Manager lead WCLC's brand, player and stakeholder communications strategy and activities, driving meaningful business outcomes, brand growth and audience engagement.
Reporting to the Director, Marketing & Communications, the Communications Manager provides strategic leadership and oversight for WCLC's marketing communications activities, establishing priorities, standards, integration, and direction across media relations, content, events, community engagement, and public relations to support brand growth, player engagement, and business objectives. The role serves as a senior communications advisor, ensuring communications investments, resources, and initiatives support organizational objectives, audience needs, and brand positioning.
Working closely with internal and external stakeholders, you will coordinate communications priorities across teams, channels, and partners, ensuring resources are focused on the highest-impact opportunities and communications efforts deliver measurable results.
Through leadership of a small communications team and external partners, you will ensure communications programs are strategically aligned, consistently executed, and deliver measurable outcomes that strengthen brand reputation, build player trust, and enhance engagement.
Responsibilities
- Serve as a trusted communications advisor to leaders and business partners.
- Lead the planning, prioritization, and integration of marketing communications strategies across earned, owned, and shared channels.
- Develop communications strategies that support sponsorship, partnership, and community investment initiatives.
- Establish communications priorities, standards, and governance across external communications activities.
- Oversee media relations, public relations, earned media, and winner publicity programs.
- Guide content, events, community engagement, and brand activation initiatives that support customer engagement and brand growth.
- Ensure messaging consistency, brand integrity, and audience relevance across all communications.
- Oversee communications performance measurement, audience insights, and emerging trends to support decision-making and strengthen business outcomes.
- Lead, coach, and develop the communications team while establishing priorities and allocating resources.
- Manage agency partners and external resources to ensure effective delivery and measurable results.
- Provide hands-on communications support to the team as required to support priorities and capacity needs.
Qualifications and Attributes
To thrive in this role, you'll need…
- A minimum of 7 years of progressive experience in communications, public relations, media relations, or a related field.
- A degree or diploma in Communications, Public Relations, Marketing, Journalism, or a related discipline.
- Proven experience developing and executing integrated communications strategies across earned, owned, and shared channels.
- Strong media relations expertise, including experience building relationships with media outlets and managing public-facing communications.
- Exceptional writing, editing, and storytelling skills with the ability to tailor messages for diverse audiences and platforms.
- Experience developing content strategies and managing editorial calendars for digital and social channels.
- Demonstrated ability to provide strategic communications counsel to leaders and cross-functional stakeholders.
- Experience supporting media spokespersons and preparing communications materials for interviews, events, and public appearances.
- Strong issues management and reputation management capabilities, with the ability to assess risk and respond effectively.
- Excellent analytical and problem-solving skills, with the ability to translate insights into actionable communications recommendations.
- Strong organizational and project management skills, with the ability to manage multiple priorities and deadlines simultaneously.
- Proven leadership experience, including coaching, mentoring, and coordinating the work of others.
- Proficiency with communications, media monitoring, digital publishing, and Microsoft Office tools.
- The ability to travel on occasion.
What Success Looks Like
In this role, success means:
- Delivering consistent and compelling product brand communications across all channels.
- Securing meaningful earned media coverage that supports brand awareness and engagement objectives.
- Providing timely insights into media, customer, and industry trends.
- Creating impactful winner publicity experiences that celebrate winners and strengthen player trust.
- Producing high-quality content that informs, engages, and inspires players.
- Building confidence among stakeholders through trusted communications advice and execution.
- Ensuring spokespersons are prepared, confident, and effective in representing WCLC.
- Leading a high-performing communications function that delivers measurable business value.
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 entertain our players while building the future of lottery – delivering innovative, responsible, and trusted experiences that provide growing value for our provinces and territories
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 offer a challenging, collaborative work environment, competitive benefits, and a good work-life balance.
We’d love to talk to you about how you fit into that.
