59 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2022 Customer Relationship Management (CRM) IN THE SPOTLIGHTcontinued from page 24 PGRI Lottery Industry Hall of Fame, continued from page 10 This is how we will continue to grow the lottery footprint at these important retailers. They are also quite advanced in their digital offerings, so lottery will need to be integrated on that platform as well. With all these pieces in place, we will be able to reach even more potential customers and continue to build our increasingly important databases.” In Pennsylvania, Drew said the lottery’s CRM programs have allowed them to keep the promises made over the past years to retailers. “When we launched iLottery, we met with our important retailer groups, such as the Pennsylvania Food Merchants Association, and promised that we would use the iLottery program to build relationships with players and drive them into stores,” he said. “And we have delivered on that. We use our iLottery data to send out coupons that can only be used at retail. When we look at our CRM results on these types of programs, we usually see that more than 25 percent of recipients are redeeming the coupons. That demonstrates the power of CRM and how it can be used to strengthen retailer and customers relationships.” Creating retailer advocates is high on Marcus’ agenda as well. “Used correctly, the retailer network can be an incredible asset for all lotteries,” he said. “I believe that CRM is one piece of how we can continue to strengthen our retailer relationships. We control the data but we can also share it, when and where appropriate. For a noniLottery state like Washington, how can we offer promotions and creative campaigns which will engage players and excite the retailers? I want to continue to do as much as I can online, within our regulations, and build our player-base.” Gretchen closed the panel with a nod to the strong working relationships between vendors and lotteries. “We are fortunate in this industry to have incredibly smart marketers and technology experts who take lottery ideas and build them into programs that work for us,” she said. “Whether you are a state like Georgia or Pennsylvania that offers a robust iLottery program or a lottery that is building a strong digital footprint based around loyalty, apps and other digital programs, we all need to use as much of the data we collect as possible to make smart, informed decisions. In the end, it is all about driving revenues so we can transfer as much funding as possible to our beneficiaries. That happens through good planning and collaboration between vendors and lotteries.” n tive committees and an executive task force, providing his insight and assistance to those states contemplating lottery launches. Prior to his appointment as CEO of the New Mexico Lottery, David served as the Vice President of the Arkansas Lottery where he was responsible for the initial startup, staffing, and oversight of lottery operations. David’s lottery career began in 2001 with eight years at the South Carolina Education Lottery, where he served as legal counsel for the Lottery until he was promoted to Director of Marketing and Product Development. As Director, he was responsible for the lottery’s online and instant games portfolio, including all marketing related activities. From 1996 through 2001, David served as Senior Staff Attorney for the Office of the Clerk of the South Carolina Senate. He also served as Assistant Director of the largest law enforcement agency in South Carolina, the South Carolina Department of Public of Safety, from 1993 until 1996, where he was responsible for the day-to-day operations of the agency which had a budget in excess of $200 million and employed approximately 3,000 people. David graduated with a bachelor’s degree in political science from the University of South Carolina and a J.D. from the Ohio Northern School of Law. He is married and has two children. Recognized for his vast knowledge of lottery and gaming technology, and of the unique needs of the state-authorized lottery and betting sector, Luca was recruited by the World Lottery Association (WLA), where he has served as Executive Director since November 2018. His deep understanding of sports betting and the issues around achieving sports integrity along with his natural leadership brought him additional responsibilities. On January 1, 2022, Luca became General Secretary of the Global Lottery Monitoring System (GLMS). He now serves both the WLA and GLMS in parallel. bility and Responsible Gaming working group. In June 2021 she was elected 2nd Vice President of the Association. With EL she is helping towards a community of successful lotteries as high achieving organizations operating in the most socially responsible way. She is also the Director of the regional association of lotteries. Holding a degree in Organizational Sciences and Human Resources, Romana is a certified Supervisory Board Member by the Slovenian Directors’ Association and holds an executive certificate in Circular Economy and Sustainability from the University of Cambridge. Prior to joining the Loterija Slovenije, Romana was with the American advertising agency Luna/TBWA, as a Managing Director in Slovenia. She is the recipient of several awards, with »Artemida« the first time, and for the 10th consecutive year has generated profit of more than $1 billion for programs to help older Pennsylvanians. Additionally, under Drew’s leadership, the Pennsylvania Lottery’s online platform generated $1 billion in iLottery sales in the first two years after launching in May 2018. Drew is leading the way in modernizing the Pennsylvania Lottery. In 2020, the Gaming Intelligence Hot 50 celebrated Drew as one of the most innovative and inspiring people working in the betting and gaming industry. Drew also devotes time to serving the industry as the new Powerball® Product Group Chair. From 20202022 he served as Vice Chair of the Powerball Product Group and Chair of the MUSL Development Committee from 2019-2021. Prior to working in the Lottery industry, Drew and his wife, Gretchen, owned and operated Subway restaurants. When he’s not working or volunteering his time in other capacities, Drew enjoys spending time with his wife, three sons, and his wirehaired pointing griffon, Whiskey. Drew is also an avid reader, and his hobbies include beekeeping, cooking, hunting, and making maple syrup. David Barden continued Luca Esposito continued Drew Svitko continued Romana Girandon continued Award (for contribution to the development of female management in leadership positions) being her favorite. Privately, Romana volunteers as a licensed missing persons rescuer, along with her search & rescue dog.
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