Marketing Asian American and Pacific Islander (AAPI) Segment Lead (Marketing Specialist, California State Lottery)

Job Description and Duties Join the Covered California team! Covered California is seeking a Marketing Specialist, AAPI Segment Lead to help develop meaningful, culturally relevant connections with diverse Asian American and Pacific Islander communities. The AAPI will lead within the Marketing Division, planning, coordinating, implementing, and evaluating multicultural marketing and outreach initiatives for Chinese, Korean, Vietnamese, Filipino, Indian, Pakistani, and Native Hawaiian/Pacific Islander communities. Partners with internal marketing teams, advertising agencies, media partners, community stakeholders, and Covered California divisions to deliver accurate, linguistically appropriate, accessible campaigns aligned with enrollment, retention, and consumer engagement goals. At Covered California, we recognize our employees are our most valuable asset. We have a variety of career fields that help make a difference in the lives of Californians, and we’re looking for talented and enthusiastic individuals to join our team! Learn more about why you should join the Marketing Division This position is headquartered at 1601 Exposition Blvd., Sacramento, CA 95815. Business travel may be required, and reimbursement considers an employee’s designated headquarters office subject to regulations and bargaining unit contract provisions. Travel expenses associated with commuting to the employee’s office headquarters location are not reimbursable, other than authorized transit subsidies. NOTE: To be considered for this job opportunity, applicants must be reachable on an employment list, have transfer eligibility, or have reinstatement eligibility. If you are new to California State service and you do not have list eligibility, you must take the exam for this classification. To gain employment list eligibility, please click here to access the exam bulletin. Possession of minimum qualifications will be verified prior to interview and/or appointment. If it is determined an applicant does not meet the minimum qualifications, the applicant's name may be removed from the eligibility list. Covered California does not provide visa sponsorship and is not an E-Verify employer. Effective July 1, 2025, in response to the budget deficit, the Department of Human Resources (CalHR) has implemented the Personal Leave Program 2025 (PLP 2025). PLP 2025 requires that each full-time employee working their assigned work schedule receive a 3 percent reduction in pay in exchange for 5 hours of PLP 2025 leave credits monthly through June 30, 2027. You will find additional information about the job in the Duty Statement. Special Requirements Statement of Qualifications (SOQ) Instructions: A SOQ is required to apply. The SOQ will be used as a pre-interview screening tool. Applicants who do not follow the SOQ instructions and/or do not answer the prompt as stated below may not be considered. Artificial Intelligence (AI) tools can be useful in the development of written responses; however, it is important to use these tools responsibly and ethically. Where assistive tools may be used, responses within the SOQ should be your own original work. Applicants must write in their own words and avoid plagiarism. Failure to comply may be cause for disqualification. 1. Explain how your professional experience, education, training, and community or volunteer experience have prepared you to serve as a Marketing Specialist focused on AAPI audiences. Describe your experience with AAPI or multicultural marketing, consumer communications, community engagement, campaign coordination, creative review, media or partner relationships, and performance reporting. Identify the communities, audiences, channels, languages, or partners involved and include the number of years of experience for each area discussed. 2. Describe a time when you developed or executed an advertising campaign for an AAPI or multicultural audience. Explain how you used audience insights to inform the campaign strategy, brief, messaging, creative, media or channel mix, and production plan. Describe your role in working with internal teams, agencies, vendors, media partners, or community partners; managing reviews, approvals, timelines, and resources; addressing challenges; and evaluating the campaign’s results. Include how you ensured the advertising was culturally relevant, clear, and appropriate for the intended audience. 3. Describe a time when you led or coordinated work across internal divisions, agencies, media partners, community organizations, or other stakeholders to improve an audience-focused marketing or outreach effort. Explain how you clarified roles, managed competing priorities and approvals, built trust, and kept the work moving. Describe the campaign, media, audience, enrollment, partner, or community information you reviewed; the insight or issue you identified; the recommendation or adjustment you made; and the results. Desirable Qualifications In addition to evaluating each candidate's relative ability, as demonstrated by quality and breadth of experience, the following factors will provide the basis for competitively evaluating each candidate: • AAPI audience and community marketing experience. Demonstrated experience developing, coordinating, or evaluating marketing, communications, outreach, or engagement efforts for AAPI communities including but not limited to Chinese, Korean, Vietnamese, Filipino, Indian, Pakistani, and Native Hawaiian/Pacific Islander. Experience recognizing differences across cultures, generations, geographies, identities, languages, and community contexts is required. • Integrated campaign planning and project management. Proven ability to move marketing or outreach initiatives from strategy and planning through implementation and evaluation. Experience managing agency partners including creative and media agencies, developing briefs, work plans, timelines, channel recommendations, deliverables, approval paths, measures of success, and risk or issue-resolution strategies is highly desirable. • Cultural, linguistic, and creative stewardship. Demonstrated ability to develop, review, edit, or direct marketing materials to ensure cultural relevance, accuracy, clarity, accessibility, authentic representation, and audience appropriateness. Experience coordinating translation, transcreation, language review, or community-informed content review is desirable. Professional proficiency in any of the following languages is a plus: Mandarin Chinese, Cantonese, Vietnamese, Japanese, Hindi, Punjabi, Tagalog, Hmong, Farsi/Persian, Armenian, or Russian. • Community, media, and partner engagement. Experience building productive relationships with AAPI community organizations, ethnic media, trusted messengers, enrollment or service partners, government or nonprofit organizations, vendors, agencies, or other stakeholders. Ability to gather community input and turn it into practical recommendations for messaging, creative, media, outreach, and consumer experience is highly desirable. • Performance Marketing and Data-Informed Optimization Demonstrated ability to use research, media engagement data, and quantitative and qualitative feedback to inform marketing strategy, assess performance, and adjust tactics. Experience translating data and audience insights into briefs, channel plans, creative direction, measures of success, and recommendations for improving outreach and engagement with AAPI communities is highly desirable. • Cross-Functional Collaboration and Project Management Experience collaborating with internal stakeholders—including the Senior Marketing Specialist, AAPI, section chiefs, and Division leadership—as well as agencies, media partners, vendors, community organizations, and other external partners. Demonstrated ability to coordinate scopes, deliverables, timelines, approvals, dependencies, and issue resolution to keep projects on strategy, on schedule, and aligned with organizational requirements.