Director, Programming and Program Sales

MNP Executive Search & Professional Recruitment
Job location: Winnipeg - MB, Manitoba
Job ID: #JP247-22587
Employer: MNP Executive Search & Professional Recruitment
Job Category: Sales & Retails
Vacancies: 1
Posting date: October 03, 2017
Expiry date: -1923 days left

On behalf of our client, Manitoba Liquor and Lotteries (MBLL) we are recruiting for a Director, Programming and Program Sales. MBLL is a Crown Corporation of the Province of Manitoba, responsible for the distribution and sale of alcoholic beverages, and for providing gaming and entertainment experiences, all in a socially responsible manner. This corporation provides entertainment options through the Club Regent Casino and McPhillips Station Casino, a wide network of video lotto terminals, the distribution and sales of lottery tickets, a selection of food and live entertainment to complement the casino experience and the sales and distribution of alcohol beverages through liquor stores, private liquor outlets and licensed establishments throughout the province of Manitoba.  

Reporting to the Vice President, Marketing and Communications, the Director, Programming and Program Sales is responsible for the overall direction, development and support of MBLL new customer experience programs and program sales initiatives. The position will increase revenues by identifying new customer segments, developing new experiences, generating new partners and selling new programs. This is a business development role where the ideal incumbent has excellent business networks and existing customer relationships. 


Program Development

  • Partnering with Gaming & Entertainment and Liquor Operations to plan and execute programs in support of the strategic direction for these lines of business
  • Utilize available research, insights and marketing intelligence to create strategic programming models across consumer guest segments in all lines of business
  • Develop new programs that attract new customer segments that meet the needs of new partners - successfully animating MBLL spaces
  • Own the process for developing, executing, and measuring success of all programs - driving both new and repeat visits that ultimately maximize occupancy and deliver the optimal guest experience
  • Work with Marketing and Communications to ensure that all programs have associated marketing and communication/media/PR strategies to support them
  • Ensure all program messages and marketing strategies are in line with MBLL ‘brand’
  • Ensure MBLL partners/sponsors are represented appropriately in marketing campaigns
  • Partner with Finance, Risk Management, Legal and Operations to ensure all programs are strategically aligned with the business, financially viable, align with corporate policies and procedures and can deliver the best guest experience
  • Partner with Market Knowledge to track impact on business and monitor guest feedback 

Program Sales

  • Partner with and support lines of business, Gaming & Entertainment and Liquor Operations to build a
    communication, awareness and roll-out plan for on-site components of sales programs and initiatives
  • Oversee the direction, development, and management of program sales activities for MBLL
  • Create proposals to support new strategic program and sponsorship sales initiatives
  • Formulate and champion insights that drive the development and advancement of sales initiatives to support both short and long-term goals
  • Engage external partners/sponsors to ensure relationships are maximizing their potential and generating the expected return on investment
  • Evaluate new partners and opportunities to continually benchmark against existing solutions and programs
  • Develop and cultivate excellent program supplier relationships
  • Ensure that sales programs support and articulate MBLL’s desired image and/or position within the target marketplace(s)
  • Communicate regularly with key stakeholders throughout the organization to ensure the quality and effectiveness of sales programs and services 

Strategic Planning and Development

  • Formulate and champion insights that deliver world class programs that attract top-tier partners to MBLL business spaces year-round
  • Recommend and oversee sales related research and development to position MBLL in the forefront of target markets
  • Work closely with other internal stakeholders to develop joint strategies and approaches that focus on customer acquisition, retention, growth and satisfaction
  • Develop, implement and monitor systems, policies, procedures necessary for the effective operation of the Programming and Program Sales area
  • Stay abreast of developments in the field of professional sales in order to increase effectiveness
  • Develop and manage required programming and program sales budgets
  • Lead the development and implementation of programming and sales initiatives and strategies for cost savings, process improvements and best practice approaches 

Human Resource Management

  • Provide leadership through solid people management practices
  • Recruit, manage, coach and evaluate the performance of employees
  • Ensure that department employees provide excellent customer service
  • Provide training, guidance & direction. Ensure positive morale and motivation of employees
  • Resolve problems & issues and provide conflict resolution in a sensitive, confidential and professional manner
  • Carry out all required duties and responsibilities of a supervisor of workers, as outlined under provincial safety and health legislation 


  • A degree in business administration, marketing, special event management, tourism or an equivalent combination of education and experience
  • A minimum of 10 years senior management-level experience in marketing sales and events ideally gained in a gaming, liquor, hospitality, or related industry
  • Sales/sponsorship leadership experience would be considered an asset
  • Must demonstrate strong problem solving and analytical skills
  • Excellent communication and interpersonal skills
  • Intermediate skills in Microsoft Office (Word, Excel, PowerPoint and Outlook) and database management
  • Have and maintain a valid Manitoba Class 5 Drivers license 

If you feel you have the demonstrated background and are interested in learning more about this career opportunity please forward your resume to or call 204.336.6107.