Summary

Strategic Impact of the role

The Trade Marketing & Activation Officer is a critical field-based marketing role responsible for driving grassroots lottery engagement through targeted activations, edutainment campaigns, retailer support, and regional presence across all regions. The role supports national sales goals by converting foot traffic into ticket sales, educating the public on how to play National Lottery games, and building brand trust through physical interaction, local relevance, and entertainment.

This role ensures the Lottery “goes to the people,” serving as the face of the brand in high-traffic zones, markets, and communities, while also playing a key role in tracking, reporting, and optimising regional sales conversion.

The Purpose of the role
To plan, execute, and optimise National Lottery activations and trade marketing initiatives across all major regions, ensuring that brand visibility, game education, and point-of-sale engagement drive weekly participation, support the retailer network, and contribute significantly to overall ticket sales targets. The role will also support community integration, localised content generation, and real-time consumer feedback loops.

Responsibilities

• Activation Planning & Execution: Plan and execute consistent and impactful on-the-ground activations across all regions. Coordinate event schedules, venues, and regional engagement to ensure strategic alignment and strong attendance.
• Sales & Conversion Support: Convert foot traffic and public engagement into lottery ticket purchases through structured activation flows, trained brand ambassadors, and interactive experiences.
• Game Education & Edutainment: Educate the public on how to play all National Lottery games through engaging demos, presentations, and localised entertainment formats. Distribute multilingual and easy-to-understand player materials.
• Retailer Engagement & Support: Collaborate with the sales team to boost retail terminal performance. Drive traffic to key retail partners by positioning activations in high-visibility areas near retail points. Support merchandising, POS visibility, and promotional activities in-store.
• Content & Community Engagement: Work with influencers, community leaders, and entertainers to co-create content that resonates locally. Capture testimonials, live reactions, and success stories from the field for use across channels.
• Promotions & Incentives: Develop and implement grassroots competitions, mini-games, and promotions that encourage participation and repeated play. Ensure local relevance in design and messaging.
• Lead Generation & CRM Integration: Capture participant data through QR codes, USSD, and opt-in forms to grow the Lottery’s CRM database and nurture leads through follow-up digital marketing.
• Event Logistics & Budget Management: Coordinate permits, vendor sourcing, branded materials, giveaways, and stage setups. Manage activation budgets responsibly and track all expenditures and vendor payments.
• Reporting & Insight Sharing: Collect and analyse activation performance data. Produce standardised reports covering reach, engagement, sales impact, and learnings. Use insights to optimise future activation strategies.
• Agency & Vendor Oversight: Supervise and evaluate external suppliers and field teams, ensuring alignment with Lottery standards and compliance requirements. Deliver consistent training and briefings to uphold activation quality.
• Compliance & Risk Management: Ensure all activations comply with brand guidelines, Lottery regulations, and responsible gaming standards. Manage and report incidents professionally and in a timely manner.
• Retailer Trade Support: Integrate activations with retail channels to improve sales and visibility. Work with the sales team to improve POS branding, merchandising, and foot traffic to nearby terminals.
• Footfall & Sales Conversion: Maximise event attendance and ensure measurable uplift in ticket sales linked to each activation. Improve conversion rate from foot traffic to purchasers by refining activation formats and training staff.
• Cross-Functional Collaboration: Work closely with internal stakeholders including sales, digital, product, and communications teams to align activations with overarching business objectives and marketing campaigns.
• Reporting & Optimisation: Maintain a database of activation insights to refine future campaigns. Present regular reports on reach, engagement, conversion, and impact on regional sales.

Education and Qualifications

• Bachelor’s degree in Marketing, Commerce, Communications, or Event Management

• Diploma in Event Coordination or Sales & Marketing (advantageous)

Requirements

 

• 3–5 years in activations, field marketing, trade marketing, or BTL campaigns

• Proven experience in managing activations across regions and working with retailers

• Experience in FMCG, entertainment, or gaming industries preferred

• Valid driver’s license and willingness to travel regionally

Characteristics

• Energetic and thrive in high-engagement environments

• Locally connected and culturally aware across Tanzanian regions

• Self-starter with accountability for driving regional performance

• Resilient in managing field logistics, vendor coordination, and last-minute changes

• Brand ambassador committed to representing the National Lottery positively in all settings

 

Core Competencies

• Campaign Execution: Ability to implement 360° regional campaigns with localised cultural alignment

• Sales Focus: Ability to track and improve sales performance through trade and activation touchpoints

• Communication: Strong interpersonal skills to engage players, influencers, and stakeholders

• Planning & Organisation: Excellent planning, route-mapping, budgeting, and field logistics capability

• Analytical Thinking: Ability to track ROI, conversion rates, and draw insights from post-activation reports

• Team Collaboration: Ability to work closely with national marketing, sales, and retail operations teams