BCLC:

Scratch & Win Category Strategy, Portfolio Growth & Channel Expansion

(Portfolio Strategy · Product Development · Integrated Marketing · Channel Expansion)

The Brief

Strengthen the performance, clarity, and growth of one of BC’s most recognizable product categories — Scratch & Win.
My role spanned portfolio ownership, product strategy, integrated marketing, and cross-functional execution across retail, digital, and partner channels.

My Role

Portfolio strategy · Product lifecycle management · Integrated campaign direction · Channel expansion · Cross-functional leadership · Creative + retail alignment · Partner management

The Challenge

The Scratch & Win category was large but complex: many product lines, fragmented messaging across channels, inconsistent retail execution, and a need for sustained revenue growth.

To move the category forward, the work required:

• clearer positioning across multiple brands

• a more coherent product roadmap

• stronger handoffs between product, retail, and marketing teams

• integrated campaigns built from strategy, not just creative

• expansion into new channels beyond traditional lottery retail

This was not about making ads — it was about building a system that made the category easier to understand, manage, and grow.

The Approach

1. Portfolio Ownership & Product Strategy

I managed a multi-brand portfolio — Set for Life, Bingo, Crossword, and additional product launches — contributing to $28M+ in annual sales.

My work included:

• full lifecycle management of core brands

• development of 6–8 new products annually outside the flagship portfolio

• management of the licensed MONOPOLY portfolio with external stakeholders

• shaping briefs, features, pricing, and channel considerations

• ensuring each product had a distinct role within the broader category

This brought clarity to the portfolio and created a more predictable, strategically grounded product pipeline.

2. Strengthening the Product Narrative

Messaging across retail, digital, and paid channels was inconsistent — confusing for both consumers and internal teams.

I rebuilt the product and category narrative by:

• clarifying each brand’s value proposition

• creating a unified messaging system across channels

• aligning creative direction with product strategy

• ensuring retail, digital, and partner channels told the same story

This contributed to record-breaking years for Set for Life and strong performance across the portfolio.

3. Integrated Campaign Strategy & Execution

I directed $1M+ integrated campaigns that aligned product, brand, retail, and digital.

This included:

• diagnosing disconnects between product strategy and execution

• tightening the message so it matched the consumer need

• building repeatable campaign frameworks — not one-off executions

• aligning creative, digital, and retail teams around one strategy

• improving the bridge between intention and execution

The focus was always on making the work make sense, not adding noise.

4. Expanding Into a New National Channel (Costco)

New channels are difficult to secure in the lottery industry — highly regulated, operationally complex, and dependent on trust.

I:

• led the negotiation with Costco

• contributed to product strategy and package development tailored for warehouse retail

• collaborated with product, operations, finance, and retail to meet channel requirements

• supported launch planning, messaging, and in-store execution

Outcome:
A new national revenue stream generating $6.25M+ in incremental sales, and a repeatable playbook for future channel expansion.

The Results

(Confidential data respected)

• Record-breaking sales for Set for Life and strong performance across Scratch & Win

• A clearer, more coherent category narrative

• A stronger, more strategic product roadmap

• $6.25M+ incremental revenue from the Costco launch

• Better alignment between product, retail, digital, and partner channels

• Systems and frameworks that made the category easier to manage and scale

The category didn’t just grow —
it became clearer, more strategic, and more cohesive from end to end.