FIRST THINGS FIRST

When you think of a lottery, you probably imagine long odds but a life-changing prize if you win. However, not all lotteries are created equal—some have better odds, and others put the money raised to work in different ways.

At Ascen FS, in collaboration with hospital foundations across Canada and with the backing of provincial regulators, we launched the Split the Pot Lottery. Our mission is simple: everyone wins.

Here’s how it works: when you purchase a ticket, a portion of the proceeds goes to the hospital foundation of your choice, while the remainder builds the prize pot. Every week, we announce early bird winners, and at the end, we reveal the grand prize winners.

In lottery marketing, bigger jackpots typically drive more sales, but success hinges on connecting with your audience. With Split the Pot, you’re not just buying a chance to win; you’re making a meaningful impact by supporting the hospitals that may one day support you.

While none of us want to spend time in a hospital, it's comforting to know we can help fund their critical work—while also enjoying the excitement of seeing others win life-changing prizes.

Ascend FS is a software-first business that has helped organizations across North America raise over $1.5 billion to help fund their missions.

THE ROLE

As the Head of Growth, Lottery, you will lead the expansion of our lottery products at Ascend FS, including Split the Pot and other innovative offerings across Canada. With the Canadian lottery industry generating over $10 billion annually, there is significant opportunity for growth. We've validated the demand for Split the Pot, and your mission will be to help us scale and capture a meaningful share of this market.

You will work closely with a central Marketing team and will have a Growth Lead reporting directly to you. As the lottery business line expands, you will be responsible for building and scaling your team to drive further success.

📦 Your responsibilities:

1. Build and lead the GTM strategy for each region

2. Drive core messaging and offers into each respective market

3. Work with program leads to align on budget, targets, and stakeholder feedback

4. Find new opportunities for growth by analyzing data and working with channel leads

5. Build and manage the growth function, starting with a Growth Lead

🎯 Your goals:

1. Acquisition + Retention → Increase top-line lottery revenue (for multi-charity and our clients)

2. Retention → Increase returning ticket buyers program-over-program

3. Efficiency → Lower blended CAC across all programs

🤹🏻 Your skills:

• 7+ years in a Growth Leadership position with a focus on B2C
• Revenue-Focused Growth → Your decisions drive customer acquisition, retention, and maximize lifetime value to grow revenue
• Data-Driven Experimentation → You leverage data and analytics to inform your strategies, using A/B testing and experiments to continuously optimize marketing campaigns
• Channel Expertise → You use a wide range of growth channels, including paid search, paid social, programmatic, email, organic social, traditional media, and PR. You have deep expertise in at least one channel and effectively manage others to drive growth
• Tech-Savvy → You are comfortable using marketing technology, including CRMs, automation tools, and analytics platforms to enhance campaigns
• Customer Journey Optimization → You use customer insights to identify opportunities across the journey, optimizing touchpoints and conversion rates to create effective and personalized growth strategies
• Financial Acumen → You effectively manage budgets, understand customer acquisition cost (CAC), and ensure campaigns are cost-efficient
• Organized Project Management → You plan and manage projects efficiently, keeping track of work progress to meet deadlines and achieve growth targets
• Strategic Growth Planning → You set growth targets and develop actionable plans to achieve them, focusing on measurable outcomes
• Systems Thinker → You holistically integrate various growth strategies and channels, understanding how each component impacts the whole to drive sustainable and optimized revenue growth and document all of your learnings to set up for scale

‍❤️ Your qualities:

1. Leader → You can coach, hire, and retain top talent

2. Doer → You can oscillate between strategy and rolling up your sleeves

3. Responsible → You share success when you win and take ownership when you don’t

4. Thoughtful → You think things through before making big decisions (first principles, 2nd order thinking, etc)

5. Collaborator → You know how to work effectively across functions

6. Resilient → You won’t always hit your goals or get what you want — but you still move forward

AscendFS is committed to building and preserving an open, inclusive, and healthy work environment. We welcome all applicants to apply to join our team. We accommodate people with disabilities throughout the recruitment and selection process and applicants are encouraged to advise Human Resources in advance if an accommodation is required. We thank you for your interest in working at AscendFS and we will contact those qualified to continue in the recruitment process.

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