Marketing Analyst, California State Lottery Series

California State Personnel Board Specification

Series established November 22, 1988

Scope

This series specification describes four classes used by the California State Lottery in the development and implementation of marketing strategies for Lottery products. Positions function as marketing experts in an assigned area which may include one or more products and/or marketing activities; participate in the development of new Lottery products, advertising campaigns, and distribution methods; may coordinate and oversee the work of other Lottery and contractor staff; control project budgets; ensure that marketing communications activities and efforts are effective in maximizing sales; and perform other related work.

Positions may be responsible for the planning, management, and execution of several specific projects as part of the Department's annual marketing plan.

Definition of Series

Persons in this series develop annual business plans; evaluate the effectiveness of marketing plans and adjust marketing strategy accordingly; develop and/or recommend approval of new games and products; participate in the development and approval of creative marketing strategies and advertising; provide oversight for contracted advertising, public relations, and point-of-sale agencies; conduct marketing research and analysis, and evaluate alternatives; cooperate with retailer organizations and sales staff; plan programs to support and expand the retailer network; and perform other business-building work.

Factors Affecting Position Allocation

Scope and level of responsibilities assigned for example, whether the position is responsible for broad strategic planning or specific implementation of such activities as annual business reviews, product design, product budgets, and advertising; complexity of work; independence of action; impact of decisions on marketing programs and policies and the overall mission of the California State Lottery; and the degree to which consultation is sought after and accepted by management.

Definition of Levels

Marketing Analyst I, California State Lottery

This is the entry/training and first working level in the series. Incumbents receive training and perform work of average difficulty and complexity in the planning, development, and evaluation of short-term marketing projects such as point-of-sale execution, consumer promotions, game implementation, and geographic sales analysis.

Marketing Analyst II, California State Lottery

This is the full journeyperson level in this series. Under direction, incumbents perform the more difficult marketing analytical work and provide consulting services to management or others. Responsibilities primarily encompass the planning, development, execution, and evaluation of midterm marketing projects such as point-of-sale strategy, designing tests of consumer promotions, and providing copy and media review and game design work.

Marketing Specialist, California State Lottery

This is the advanced journey level in the series. Positions have responsibility for major project areas such as On-Line Games or Instant Games. Marketing Specialists conduct the annual business review, implement marketing objectives and strategies, and track supporting budgets; support implementation of marketing communications programs via agencies contracted to provide advertising, public relations, consumer promotion, and point-of-sale services; implement product development, including new game introductions and test markets and developing game design specifications; implement promotional campaigns and activities; and execute specialized communication and marketing programs to support the California State Lottery's retailer network. Incumbents function in this class as recognized technical resources and are skilled consultants to their management. They are also given lead responsibility over other staff.

Senior Marketing Specialist, California State Lottery

Positions at this level are high level independent specialists who perform the most difficult, complex, and sensitive marketing work, assuming responsibility for major activities central to the mission of the division and the Lottery. Positions direct the annual business review and conceive, develop, and recommend marketing objectives and strategies and supporting budgets to the California State Lottery's top management; give strategic direction and review to agency staff contracted to provide advertising, public relations, consumer promotion, and point-of-sale services; develop strategic direction and manage the new product development process; oversee development and implementation of the largest promotional campaigns and activities; and recommend specialized communication and marketing strategies to support the California State Lottery's retailer network. Positions may be assigned to oversee a group of Marketing Analysts or Specialists performing a specialized marketing function. Positions are allocated to this level based on an evaluation of the assignment and incumbent in terms of the criteria discussed above and relevant allocation factors. The basic distinction between this class and the Marketing Specialist is the Senior Marketing Specialist's responsibility for conceiving and developing the broad marketing strategies and parameters within which the Marketing Specialists and Marketing Analysts will perform. For example, in product design, the Senior Marketing Specialist develops the strategic direction (odds, themes, playstyles) while the Marketing Specialist adds and refines specific tactics, such as prize structures and game treatments.

Minimum Qualifications

All Levels:

Education: The following education is required when non-State experience is used to qualify at any level:

Equivalent to graduation from an accredited college or equivalent degree approved by the Council for Private Postsecondary and Vocational Education under the provisions of California Education Code Chapter 3, Part 59, Division 10, preferably with a specialization in marketing or communications. (Additional qualifying experience may be substituted for education on a year-for-year basis.)

Candidates who are within six months of satisfying either the education or experience requirement for these classes will be admitted to the examination, but they must fully meet the requirement before being appointed to the class.

(Possession of a Master's Degree in Business Administration from an accredited college or equivalent degree approved by the Council for Private Postsecondary and Vocational Education under the provisions of California Education Code Chapter 3, Part 59, Division 10, preferably with a specialization in marketing, may be substituted for one year of experience under the open pattern.)

Marketing Analyst I, California State Lottery

Either I

Eighteen months of experience in the California state service performing professional or technical consumer marketing duties involving research, analysis, public relations, consumer/trade promotions, advertising, media, or related areas. This experience must be in a class at a level of responsibility equivalent to a Management Services Technician, Range B.

Or II

One year of progressively responsible experience in a large organization performing professional or technical consumer marketing duties involving research, analysis, public relations, consumer/ trade promotions, advertising, media, or related areas.

Marketing Analyst II, California State Lottery

Either I

One year of experience performing the duties of a Marketing Analyst I, California State Lottery, Range B.

Or II

Two years of progressively responsible experience in a large organization performing professional or technical duties in consumer marketing, such as new product development and analysis, advertising, consumer/trade promotion, research, market and sales forecasting, consumer-oriented public relations, or closely related areas. (Experience in the California state service applied toward this requirement must include at least one year performing the duties of a class at a level of responsibility not less than that of a Marketing Analyst I, California State Lottery, Range B.)

Marketing Specialist, California State Lottery

Either I

One year of experience performing the duties of a Marketing Analyst II, California State Lottery.

Or II

Three years of progressively responsible experience in a large organization performing professional or technical duties in consumer marketing, such as new product development and analysis, advertising, consumer/trade promotion, research, market and sales forecasting, consumer-oriented public relations, or closely related areas. (Experience in the California state service applied toward this requirement must include at least one year performing the duties of a class at a level of responsibility not less than that of a Marketing Analyst II, California State Lottery.)

Senior Marketing Specialist, California State Lottery

Either I

One year of experience performing the duties of a Marketing Specialist, California State Lottery.

Or II

Four years of progressively responsible professional experience performing duties comparable to that of either: (a) a marketing manager, brand manager, or product manager in the marketing division of a large national or regional corporation engaged in product development or marketing of mass consumer products or services, or (b) an account executive, account supervisor, or research manager in a large regional or nationally-based media advertising or market research agency. Duties must be oriented to marketing or advertising a mass consumer product or service.

Knowledge and Abilities

All Levels:

Knowledge of: Principles of product marketing, merchandising, sales, and project management techniques; principles and practices of business administration and management; budgeting techniques and tracking methods; and analytical methods and techniques used for problem identification, data gathering, data analysis, and decision making.

Ability to: Establish and maintain constructive relationships with external contractors and internal support staff; develop and maintain effective sales and expenditure tracking reports; reason logically and creatively, utilizing a variety of analytical techniques to develop and evaluate alternatives; effectively contribute to new business-building opportunities based on product's objectives and strategies; communicate effectively both orally and in writing; and a high degree of tact.

Marketing Analyst II, California State Lottery

Knowledge of: In addition to the above, the law, rules, regulations, policies, and procedures governing the operations of the California State Lottery and the sale of Lottery products.

Ability to: In addition to the above, work independently; and develop a complete fact base for evaluating program issues, draw sound conclusions, and develop practical action plans.

Marketing Specialist, California State Lottery

Knowledge of: In addition to the above, methods and techniques of effective leadership; and project management.

Ability to: In addition to the above, motivate, develop, and train other staff; and develop long-range plans to achieve objectives which are both aggressive and realistic.

Senior Marketing Specialist, California State Lottery

Knowledge of: All of the above, and principles, practices, and trends of product development or management and retail marketing; alternative approaches to successful product marketing and merchandising; principles and practices of leadership; advertising program management; principles and practices of market research and analysis; dynamics of a variety of retail environments.

Ability to: All of the above, and reason strategically, logically, and creatively; develop and evaluate differing marketing strategies, advertising messages, and communication vehicles; assess public images established by various marketing efforts; analyze and interpret the results of research data; make strategic recommendations based on the data; develop consumer promotion events; prepare merchandising and annual business plans; and develop, propose, and successfully market new products.

Additional Desirable Qualifications

In appraising relative qualifications, the recency, breadth, and depth of relevant experience, and the candidate's ability to accept and fulfill increasing responsibilities, will be given greater consideration than the length of experience.

Special Personal Requirements

All Levels:

Ability to creatively market products and services; think analytically, creatively, strategically, and practically; flexibility; work within time constraints; and open mindedness.

Marketing Analyst I, California State Lottery

Willingness to do detailed analytical work in order to learn the practical application of marketing principles; demonstrated capacity for development as evidenced by academic achievement, work history, or well-defined occupational or vocational interests.

Felony Disqualifications

Pursuant to Government Code Section 8880.71, persons convicted of a felony or any gambling-related offenses are disqualified from employment with the California State Lottery, and are therefore not eligible to be examined for, or be appointed to, positions in this class.

Background Investigation

Pursuant to Government Code Section 8880.38, all persons successful in an examination for this class shall be required to undergo a thorough background investigation prior to appointment.

Alternate Range Criteria

Marketing Analyst I, California State Lottery

Range A. This range will apply to those individuals who do not meet the criteria for Range B.

Range B. This range shall apply to persons who have satisfactorily completed either: six months of experience in the California state service performing the duties of a Marketing Analyst I, California State Lottery, Range A; or has possession of a Master's Degree in Business Administration, preferably with a specialization in marketing; or one year of experience performing professional or technical duties in consumer marketing research, consumer marketing program development, or closely related areas.

Class History