Merv Huber Email & Phone Number

Atlanta, Georgia, Us

Digital Product Development & Management - Own and manage the digital product roadmaps for all digital products including iLottery platforms, loyalty platforms, game aggregation platforms and web/mobile apps. Develop and maintain a cohesive digital product strategy for success in global markets with positioning to be responsive to a wide variety of customer program needs and requirements.Digital Marketing Services (B2C) - Provide industry leading B2C digital marketing services to lottery customers as part of turnkey iLottery or Loyalty programs, and also as a standalone service. Marketing services available to be provided include Retention Marketing, Customer Relationship Management (CRM), Acquisition & Affiliate Marketing, Conversion Marketing and Omnichannel Cross Sales.eInstant Product Management & Content Aggregation - Setup and execute against eInstant product and strategy roadmaps for iLottery programs both in the United States and internationally. Identify and prioritize eInstant product development initiatives, build the business case and requirements for strategies and feature enhancements, oversee the development and implementation roadmaps, and evaluate and quantify success metrics.Sales Development of Digital Products & Services - Create a digital sales strategy that stays aligned with LRP goals. Cultivate and prioritize the pipeline of digital sales opportunities, working in partnership with retail sales teams both domestically and internationally. Take a leading role in crafting procurement responses as well as customer relationships where digital upsell opportunities may exist without competitive procurements.

New Kent, Virginia, Us

Worked primarily with the BetAmerica.com brand, the fastest growing independent horse & greyhound pari-mutuel online wagering site in the United States. BetAmerica.com was sold to a racing and gaming conglomerate in 2017.Primary responsibilities:• Identify and prioritize future product development and opportunities, utilizing customer data and insights, competitor analysis and market trends.• Work alongside developers, design teams and QA staff to launch new products and improve existing products.• Work with stakeholders and development team to finalize and deliver detailed product FSDs.• Monitor product and feature success metrics, forecast and measure performance, and conduct data analytics.• Manage acquisition and retention efforts pertaining to new business products, including key account management, promotional efforts and utilization of all existing marketing channels.• Lead cross-sell initiatives and drive awareness to build engagement with new products while incrementally increasing core business KPIs.• Primary subject matter expert for the core business products of online fantasy sports, handicapping contests and pari-mutuel wagering.• Recruited and managed team of dedicated staff on new products.

Us

• Primary project manager; led planning and execution of digital marketing initiatives, including database marketing, web marketing, social media, digital content, lead generation, etc.• Collaborated with Product Line department on all website management and enhancement initiatives to ensure development, testing and launch met company standards and timing.• Defined and implemented digital marketing strategy, set goals and managed key players and workflow.• Ensured consistency in message, branding and creative across digital platforms.• Acted as internal digital marketing expert and remained current on trends and best practices.• Evaluated and tracked campaign progress and strategized improvements based on observations.• Administered and analyzed consumer surveys.• Ensured Xpressbet website and affiliated websites met quality standards set forth by management.• Managed and developed staff.

Worked primarily with the BetAmerica.com brand, the fastest growing independent horse & greyhound pari-mutuel online wagering site in the United States. • Establish retention, customer development and re-activation key performance indicators.• Develop, implement and manage the VIP program and player retention strategy leading to increased lifetime values, player deposits and frequency of play.• Implement and manage new highly segmented customer optimization tools leading to the creation, execution and optimization of data-driven marketing campaigns.• Provide weekly reporting and analysis to support the planning and strategic decision making process.• Develop and implement email marketing strategy utilizing customer retention automation platform with predictive micro-segmentation technology.• Conduct qualitative and quantitative marketing research including concept testing, customer satisfaction, demand estimation, positioning, price elasticity, and segmentation.• Manage and develop staff and seasonal employees.

Louisville, Kentucky, Us

• Conceptualize and execute new product development initiatives to generate revenue and to expand customer base and community engagement.• Lead development of strategic partnerships and targeted marketing communications opportunities.• Conduct qualitative and quantitative marketing research including concept testing, customer satisfaction, demand forecasting, positioning, price elasticity, and segmentation.• Lead company-wide communications efforts including the writing and deployment of corporate press releases, new product launch messaging, social media engagement, and fielding media and industry inquiries.• Manage all daily operational components including strategic planning, product quality assurance, scheduling, and customer experience.• Manage and develop staff and seasonal employees.

Louisville, Ky, Us

• Managed racetrack licensing program, worked with licensing agency and interfaced with over 30 individual licensees in the program and their distribution channels.• Managed licensing activities including approval process, royalty reporting/tracking, financial reports, licensee database, new licensee orientation, contract administration and communications.• Managed development and communication of policies, procedures, announcements, brand guidelines and strategies to licensee roster.• Managed and police brand standards for Kentucky Derby, Kentucky Oaks, Churchill Downs and other high profile brands.• Managed development of logos, event marks and merchandise marks for Kentucky Derby, Kentucky Oaks, Churchill Downs & other high profile properties.• Concepted and executed marketing initiatives and projects related to marquee racing events and entertainment events hosted by Churchill Downs. - Lead on Road to the Roses, online fantasy challenge, with participation increasing 15% in 2011, 10% in 2012; became a sponsored asset in 2011. - Lead on Kentucky Derby Party, a web based party planning initiative, which realized a 103% increase in registrations and 96% increase in web traffic in 2012. - Introduced first Gigapixel image taken of the Kentucky Derby in 2011 which became a sponsored asset in 2011 and 2012. - Conceptualized and executed new magazine style program wrap format. - Lead on sponsored Fashion Contests at Kentucky Oaks & Breeders’ Cup events. - Lead on various on-track events & promotions.• Frequent appearances as on-air talent for handicapping and analysis. - Co-host of Churchill Downs Today, daily full card analysis and handicapping, alongside Jill Byrne, Director of On-Air Racing Communications. - First substitute for primary talent during pre-race analysis segments airing on the simulcast signal. - Contribute handicapping analysis for daily live meet program.

Louisville, Ky, Us

• Managed relationships with multiple advertising agencies and assist with the execution of all advertising campaign elements and promotional collateral materials.• Managed the conceptualization, creation, communication and execution of racetrack marketing events and promotions during race meets.• Managed racetrack website and social networking platforms.• Managed the race day marketing communication channels including creation and placement of marketing editorial content and sponsorship materials.• Managed and developed seasonal employees and intern staff.

Louisville, Ky, Us

• Managed content for www.kentuckyderby.com and www.kentuckyoaks.com. Daily upkeep of all digital elements including staff scheduling, task delegation, video production, copy writing and editing, creation and execution of marketing plans, daily maintenance.• Managed www.roadtotheroses.com, the official fantasy game of the Kentucky Derby and largest such contest in the country. Daily tasks include professional handicapping advice, creation and execution of marketing plans, customer service, daily maintenance.• Assisted in launch of new racetrack websites for Churchill Downs, Arlington Park, Calder Race Course & Fair Grounds Race Course.

Louisville, Ky, Us

• Assisted in the management of Kentucky Derby, Churchill Downs and Breeders’ Cup World Championships media relations – credentialing, press releases, press conferences, shuttles, staffing, events, reservations, transportation, insurance requirements, seating and relaying information.• Assisted in the implementation of online credentialing for Kentucky Derby and Breeders’ Cup World Championships media, the first such digital platform for either event.• Assisted in the research, writing and editing of the ’06 & ’07 Kentucky Derby Media Guides.• Performed routine press box duties – communications on phone and web, filing clips, feature recaps, writing and proofing releases.

Bachelor Of Science (B.S.), Business Administration And Management, General

Education record