Jason McLachlan
Manager, Crm @BCLC
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WORK HISTORY
Manager, Crm @BCLC
Vancouver, BC, CA
Lead Enterprise CRM strategy and lifecycle marketing execution across digital and direct channels, accountable for customer journey design, personalization, and responsible revenue growth.Over the past several years at BCLC (including Senior Leadership in CRM & Marketing Technology and Acting Director responsibilities), I’ve modernized customer marketing capabilities end-to-end—building operating models, platform roadmaps, creative briefing standards, and measurement frameworks, go-to-market strategies and agile delivery models that translate commercial priorities into scalable execution.Impact highlights: Influenced $100MM+ annual revenue; improved retention 27% among targeted cohorts; reduced campaign cycle time 12 weeks → 2 weeks; led PlayNow.com Saskatchewan launch in 16 weeks; developed and built AI-enabled competitive intelligence to monitor grey/illegal market activity and inform counter-strategy.Lead a high-performing CRM team delivering segmented, data-driven engagement programs across all customer growth, retention and rewards channels translating commercial priorities into clear creative briefs, campaign roadmaps, and measurable performance outcomes.Highlights:• Influenced $100MM+ in annual revenue through lifecycle strategy, offer optimization, and customer value programs• Improved retention by 27% among targeted player cohorts through journey redesign, segmentation refinement, and personalized messaging• Reduced campaign cycle time from 12 weeks to 2 weeks by standardizing intake/briefing, streamlining approvals, and tightening agile delivery• Own CRM platform roadmap and cross-functional alignment with Martech, Data, Analytics, and Channel teams• Lead go-to-market planning across briefing, forecasting, channel orchestration, customer service readiness, and performance reporting• Manage external agencies and technical partners to support execution quality and scale
EDUCATION
Cornell University
Project Management, Scenario Planning
The University of British Columbia
Professional Studies
The University of British Columbia
Bachelor of Human Kinetics and Commerce
SKILLS
ABOUT JASON MCLACHLAN
Strategic and data-driven marketing leader with 19+ years of experience transforming customer relationships into business growth across industries including retail, gaming & lottery, entertainment, telecom, and the public sector. I bring a deep command of CRM, marketing technology, and customer experience design—paired with the agility and precision to lead complex digital transformations at scale.I specialize in building data strategies and high-performance CRM and lifecycle marketing programs that fuel engagement, retention, and ROI. Whether optimizing journeys, building and modernizing marketing stacks, or embedding data governance and insight into every layer of execution, I align every initiative to real business outcomes—and I deliver.Known for driving cross-functional collaboration, I lead teams with clarity, curiosity, and impact. My leadership style blends big-picture vision with hands-on delivery, ensuring marketing innovation is always grounded in strategy and results.Core Expertise:• CRM Strategy & Customer Lifecycle Optimization• Digital Marketing Strategy & Execution• Insight-Led Planning and Competitive Monitoring• Customer Profiling and Modelling• Machine Learning and AI strategy• Digital, Marketing and Operational Transformation • Agile Delivery Methodologies• Salesforce, Service, Sales and Marketing Cloud Implementation & Marketing Tech Ecosystems• Customer Experience Design & Omnichannel Engagement• Data Governance, Privacy Compliance & Customer Stewardship• High-Performance Team Leadership & Cross-Functional Influence• Project Management Office & Change Management in Strategic and Digital EnvironmentsI’m passionate about the future of customer connection—and helping lead the next wave of intelligent, data-rich, relevant marketing that doesn’t just reach people. it makes their lives better.
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