Acquisition Strategist

The Acquisition Strategist will lead the strategic direction of user acquisition for the Michigan Lottery’s iLottery program. This role focuses on analyzing performance, identifying growth opportunities, and advising on campaign strategy. The Acquisition Strategist will collaborate with internal teams and external partners, including the client’s marketing team, media agencies, and affiliate networks, to optimize multi-channel acquisition efforts and ensure alignment with business goals. The Acquisition Strategist will also manage an Acquisition Coordinator responsible for supporting partner communications and daily campaign logistics .

What You'll Do:

• Lead the development of user acquisition strategies to meet iLottery growth targets, ensuring alignment with broader marketing and business objectives .

• Serve as a strategic advisor to internal teams, media partners, and affiliate networks by providing direction on campaign strategy, audience targeting, messaging, and promotional offers.

• Monitor acquisition performance across all channels, including paid media, strategic partnerships, influencer outreach, and affiliate marketing, to identify optimization opportunities.

• Recommend and oversee structured testing strategies (such as A/B and multivariate tests) to drive continuous performance improvement in collaboration with agency partners.

• Analyze acquisition data to evaluate channel effectiveness, inform media mix and targeting decisions, and identify trends or areas for improvement.

• Define and maintain acquisition KPIs and benchmarks; generate performance insights and communicate findings to stakeholders.

• Collaborate with CRM, analytics, and data teams to ensure accurate attribution and reporting across the marketing technology stack.

• Assist with acquisition budget planning, forecasting, and pacing oversight. Ensure spend aligns with ROI goals in partnership with finance and agency teams.

• Guide affiliate strategy in partnership with third-party networks or agency partners, including partner recruitment, onboarding, and performance evaluation.

• Recommend offers, creative strategies, and promotional tactics to optimize affiliate performance while maintaining cost-per-acquisition efficiency.

• Review affiliate reports and coordinate with internal and external teams to ensure invoicing and reconciliation processes are completed accurately.

• Ensure affiliate efforts are aligned with broader acquisition strategies and campaign calendars.

• Work with creative, brand, and compliance teams to ensure that acquisition and affiliate campaign assets meet regulatory standards and brand guidelines.

• Support the development of co-branded or partner-led campaigns to increase reach and visibility. Provide guidance on positioning and targeting.

• Collaborate with retention, CRM, and remarketing teams to ensure a seamless, full-funnel approach that supports player conversion and early retention.

• Manage the Acquisition Coordinator by overseeing daily responsibilities, client deliverables, and professional development.

What We're Looking For:

• Bachelor’s degree in Marketing , Business, Communications, or a related field. A comparable amount of training and related experience may be substituted.

• 5 years+ experience in acquisition or affiliate marketing and/or similar role in a digital marketing environment preferred .

• Strong understanding of digital acquisition channels and performance metrics, with an emphasis on analysis and strategic planning.

• Experience working with or managing external media agencies, affiliate partners, or marketing vendors.

• Proficiency with marketing analytics tools such as Google Analytics and Power BI, with the ability to translate data into actionable insights.

Company Summary

Aristocrat Interactive 

Aristocrat Interactive is Aristocrat Leisure Limited’s ( ASX:ALL ) regulated online Real Money Gaming (RMG) business and was formed in 2024 when the Anaxi and NeoGames businesses ( Anaxi , NeoGames , Aspire Global, BtoBet , and Pariplay) came together.  The business is an industry leader in content and technology solutions for online RMG, with a full- service offering that includes content, proprietary technology platforms and a range of value added services across iLottery , iGaming and Online Sports Betting (OSB).

About Aristocrat

Aristocrat Leisure Limited (ASX: ALL) is a leading gaming content creation company powered by technology to deliver industry-leading casino games together with mobile games and online real money games, collectively entertaining millions of players worldwide, every day. Headquartered in Sydney, Australia, Aristocrat has three operating business units, spanning regulated land-based gaming (Aristocrat Gaming), social casino (Product Madness) and regulated online real money (Aristocrat Interactive). Our team of over 8,500 people across the globe are united by our company mission to bring joy to life through the power of play .

Our Values

• All about the Player

• Talent Unleashed

• Collective Brilliance

• Good Business Good Citizen

Travel Expectations

None

Pay Range

$92,792 - $172,328 per year

Our goal is to pay a market competitive salary focusing near the median of our pay ranges. However, final offers for all positions will be based on several factors such as experience level, education, skills, work location, and internal pay equity.

This position offers a comprehensive benefits package, including health, dental, and vision insurance, paid time off, and a 401(k) plan with employer matching, more details available at .

Additional Information

This role is subject to mandatory background screening and regulatory approvals. As part of your employment with Aristocrat, you may be required to complete a criminal background check, submit fingerprints, and obtain licenses or registrations with applicable gaming regulatory authorities.

Aristocrat operates in a highly regulated environment and holds licenses in over 340 gaming jurisdictions worldwide. To meet our global compliance obligations, you will be required to provide the disclosure of relevant personal and background information to government agencies, sovereign nations/tribal regulators, and other applicable gaming regulatory bodies. This is a condition of Aristocrat’s gaming licenses. The specific information required may vary depending on the jurisdiction and project assignment.

At this time, we are unable to sponsor work visas for this position. Candidates must be authorized to work in the job posting location for this position on a full-time basis without the need for current or future visa sponsorship.