Chief Brand Officer

Job Description

Job Description

Position: Chief Brand Officer

Location: Johnston, IA (Hybrid)

Reports To: Chief Operating Officer

Classification: Exempt

About Us

The Multi-State Lottery Association (MUSL) facilitates a portfolio of multi-jurisdictional lottery products. The Association's foremost product, Powerball®, is one of the most recognized lottery brands in the world, reaching millions of players across multiple jurisdictions. At MUSL, we value integrity, collaboration, and continuous improvement; and we're looking for people who share those values to join our team.

Position Summary

The Chief Brand Officer is responsible for managing and strengthening brand identity and ensuring consistent messaging across all platforms. This role develops and executes brand strategies, manages campaigns, and monitors consumer perception to enhance market position and customer loyalty.

As Chief Brand Officer, you will shape and elevate MUSL products, including Powerball, while working collaboratively with multiple jurisdictional lotteries and industry stakeholders. You will be responsible for driving participation and growth through campaigns and innovation – while also ensuring Powerball's identity, trust, and reputation remain consistent, inspiring, and future-ready across all markets.

Key Responsibilities

Strategic Brand Leadership

• Develop and manage national brand strategies, positioning, and messaging to support business objectives.
• Plan and execute creative brand campaigns that align with MUSL's mission, across digital, print, and social channels.
• Manage brand consistency across multiple jurisdictions and communications channels.
• Track campaign performance and recommend adjustments for continuous improvement.
• Monitor brand performance, consumer insights, and competitive trends.
• Support product launches and promotional efforts with targeted branding strategies.
• Champion cultural relevance and innovation while protecting brand identity and values.

Digital Engagement & Innovation

• Contribute to digital transformation strategies to enhance user experience across mobile, web and social channels.
• Implement personalized marketing strategies using data and automation tools.
• Evaluate new technologies and digital platforms to improve player engagement and operational efficiency.

Responsible Gaming & Public Trust

• Promote responsible play and compliance messaging in all marketing and branding.
• Ensure ethical, transparent communication aligned with public trust and regulatory requirements.
• Work with legal, PR, and compliance teams to proactively manage reputation and brand risk.

Leadership and Collaboration

• Collaborate with jurisdictional lotteries, MUSL, regulatory bodies, and vendors to align messaging and strategy.
• Partner with internal teams and external agencies to deliver creative, effective brand initiatives.
• Act as a key liaison between executive leadership, member lotteries and external stakeholders.

Experience, Education and Required Skills/Abilities

• Bachelor's degree in Marketing, Communications, or related field.
• 7+ years of progressive experience in brand leadership and/or marketing.
• Strong understanding of brand positioning, creative development, and consumer behavior.
• Deep understanding of digital marketing, media buying, analytics, and CRM platforms.
• Exceptional leadership, cross-functional collaboration, and communication skills.
• Familiarity with government or multi-agency environments is a plus.
• Proficiency with marketing technologies such as Adobe Creative Suite, Google Analytics, and marketing automation platforms.
• In-depth understanding of audience segmentation, personalization, and digital targeting.
• Ability to balance innovation with regulatory and reputational risk.

Working Conditions

• Typical indoor office environment
• Prolonged periods of sitting at a desk and working on a computer
• Travel by air and/or vehicle
• Ability to lift up to 15 pounds at a time occasionally

Estimated Salary Range: $150,000 to $190,000 The actual salary offer will carefully consider a wide range of factors, including your skills, qualifications, experience, and other relevant factors.

Benefits MUSL offers a competitive and comprehensive benefits package, including:

• Excellent Health, Dental, and Vision Insurance
• Company paid Life Insurance, Short-Term and Long-Term Disability Insurance
• Employee Assistance Program
• Competitive Paid Time Off plan
• Generous retirement contribution (9.25%) with immediate vesting and no match required
• Company paid professional development
• Flexible schedule and an emphasis on work-life balance
• Challenging work with the ability to make a difference

Additional Information

• A post-offer background check is required
• The Multi-State Lottery Association is an equal opportunity employer
• MUSL participates in E-Verify

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required. Duties, responsibilities, and activities may change, or new ones may be assigned at any time with or without notice.

The Multi-State Lottery Association is committed to complying with the Americans with Disabilities Act. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the position. If you require an accommodation, please contact Human Resources.