11 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2023 An accomplished leader with more than 25 years of public service experience, Sarah M. Taylor is the Executive Director of the Hoosier Lottery. Since 2013, Sarah has earned the appointment of two successive Indiana governors, leading the Hoosier Lottery through years of exponential growth for the bene t of many important causes throughout the Hoosier state. Her reputation among her colleagues has been marked by her active participation in several lottery industry organizations. Sarah currently serves as president of the North American Association of State and Provincial Lotteries (NASPL). She also serves on NASPL’s Retail Modernization Committee and Vendor Relations Committee. Prior to serving as president, she was 1st & 2nd vice president, treasurer, secretary, and Region III Chair. During her time at the helm of NASPL, Sarah has led the effort to update various administrative strategic plans in the areas of business, communications, government relations and responsible gaming/sustainability. She is immediate past president of the Multi-State Lottery Association (MUSL), which is comprised of 38 U.S. lotteries that oversee Powerball. She serves as chair of MUSL’s Mega Millions Game Group, Chair of MUSL’s Development Committee, and a member of the International Working Group and member of Marketing and Promotions Committee. She previously served as Vice President, Secretary, and Chair of the Finance Committee. In addition, she has served as Chair of MUSL’s Audit Committee. Appointed on 1 March 2017, Dr Arjan van ‘t Veer MSc has served as the Secretary General of the European Lotteries and Toto Association (EL) for six years. He succeeded Bernadette Lobjois after her retirement. Arjan was a member of the EL Executive Committee from 2013 until his appointment as Secretary General. He chaired the Legal Working group and the Responsible Gaming/CSR Working Group. He represented the Nederlandse Staatsloterij (The Netherlands), where he was the director of Corporate Affairs responsible for legal & regulatory affairs, public affairs and sponsoring. Arjan joined Nederlandse Staatsloterij in 1998 after he nished his doctorate on the regulation of gambling in the Netherlands at the Law School of the Erasmus University Rotterdam. He got his law degree in 1992 at the same university after which he started his PhD research in the eld of lotteries and gambling regulation. He played a leading role in the merger between Nederlandse Staatsloterij and De Lotto. He left the merged company (Nederlandse Loterij) to become the EL Secretary General. Arjan published several major publications aside from his thesis. He was asked by the Dutch government in 1996 to write a report on the possibilities of gambling via the internet. Arjan presented on several topics during all major gambling events. He is currently the chairman of the European Association for the Study of Gambling. On behalf of EL he is an observer to the ULIS Executive Committee. As EL Secretary General, Arjan professionalised the Association and the EL Team, introduced a Corporate University and, during the Covid pandemic, an E-learning platform. He built further on the existing seminars with the introduction of a successful EL Instant Games seminar and a webinar on Draw related issues. Under his guidance the EL statutory seat is moved from Switzerland to Belgium, enlarging the advocacy role of the associations within the European institutions. Arjan strongly supported the initiative to make EL’s Responsible Gaming Certi cation mandatory. He is a driving force behind the cooperation between EL and WLA as well as EL and other regional associations such as NASPL and ALA. Jennifer Welshons’ innovative marketing vision was evident 23 years ago when she joined Scienti c Games. Today, she is the company’s Chief Marketing Of cer and a member of the Executive Leadership Team. Jennifer has provided decades of committed leadership across the global lottery industry in the areas of analytics, research, products, services, channels, and game categories. Her leadership, focus and integrity are embedded in Scienti c Games’ analytical culture – the ‘science’ inside Scienti c Games. Her deep understanding of consumers, culled from thousands of research projects and sales analyses, has provided the industry with outstanding games and game portfolio performance. As CMO, Jennifer is responsible for global marketing and communications, including strategic product marketing, analytics and insights, business intelligence, company branding, advertising, customer and winner events, and global proposals – a critical component in the industry’s sales cycle. With executive oversight of the company’s global RFP process and bid responses, she synthesizes collaboration across the organization, integrating proposals, marketing and communications activities to align with Scienti c Games’ business strategy and help drive sales performance and growth for the 130 lotteries the company serves worldwide. Most recently, Jennifer was instrumental in the company’s sale to Brook eld Business Partners and helped create and launch Scienti c Games’ new branding and vision, mission and values, as well as ‘The Science Inside’ analytics initiative to raise visibility for the importance of data-based product marketing and innovation decisions to drive lottery performance. Jennifer helped establish many of the analytical tools, methods, and metrics used across the industry today. Her innovation in market research and consumer insights has established Scienti c Games as the global leader in lottery analytics and insights. Jennifer’s teams have pioneered breakthrough SARAH M. TAYLOR Executive Director, Hoosier Lottery (Indiana, USA) President, North American Association of State & Provincial Lotteries (NASPL) ARJAN VAN’T VEER Secretary General, European Lottery Association (EL) JENNIFER WELSHONS Chief Marketing Of cer, Scienti c Games Continued on page 40 Continued on page 40 Continued on page 40
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