Director Of Retail Experience & Performance

We’re seeking a visionary Director of Retail Experience & Performance to lead the strategy, development, and evolution of Western Canada Lottery Corporation's (WCLC) lottery retail ecosystem. In this role, you will co-lead the omnichannel experience alongside the Director of Digital Experience & Performance, ensuring that retail and digital come together as one seamless, player centric journey.You will shape the future of lottery at retail by modernizing distribution, elevating instore experiences, strengthening retailer relationships, and driving sustainable revenue growth. This is a high-impact leadership role for someone who thrives at strategy, operations, innovation, and partnership.Key Responsibilities
Lead the strategy and execution of distribution across retail, emerging channels, assisted digital, and self-serve environments to grow sales and expand market reach.Establish clear retail KPIs and champion a culture of continuous improvement, experimentation, and operational excellence.Drive retail sales performance through modernized merchandising, optimized footprints, and next generation instore experiences.Omnichannel Experience Leadership
Co-lead the development and delivery of omnichannel features, ensuring retail and digital products and touchpoints are integrated from concept through launch.Build a unified player journey that connects physical and digital experiences into one cohesive ecosystem.National Retail Lead & Partner Collaboration
Serve as WCLC’s National Retail Lead and primary subject matter expert, representing the organization in national planning, technology upgrades, and retailer integrations.Collaborate with provincial partners to develop a shared retailer vision, unified planning processes, and aligned performance management.Lead next generation retail merchandising, including instore experience design, terminal and hardware strategy, fixture modernization, and new footprint opportunities.Partner with Technology teams on retail hardware and system upgrades, inventory management, channel integrations, and new capability delivery.Drive retailer engagement strategies including training, sales enablement, incentives, and promotional programs.Strengthen retailer relationships through clear communication, support, and shared performance goalsWhat You Bring
10+ years of progressive leadership experience overseeing product distribution, sales performance, merchandising, and channel growth within retail environments.A post‑secondary degree in a relevant field (business, marketing, commerce, or similar) or equivalent professional experience.Demonstrated experience modernizing retail environments through merchandising innovation, technology integration, and operational transformation.Proven ability to drive sales performance, lead large‑scale change, and elevate retail experiences across diverse channels.Strong partnership and stakeholder leadership skills, with the ability to collaborate with cross‑functional teams, technology partners, and external stakeholders to deliver unified outcomes.A strategic, future‑focused mindset paired with operational discipline and a passion for player‑centric, insight‑driven design.Exceptional communication, relationship‑building, and change‑leadership capabilities.A performance‑driven approach with experience setting KPIs, driving continuous improvement, and using data to optimize results.Who we are
You may not have heard of us before, but you’ve almost certainly heard of 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 work closely with our provincial partners to bring a first‑rate lottery experience to our players and meet their changing needs with new technology and tools.We know it’s our people that make this possible, which is why we invest in building talented, adaptable, and accountable teams. We’d love to talk to you about how you fit into that.
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