Gaming Intelligence Hot 50
Senior director of iLottery growth marketing
Merv Huber-Calvo may work for Scientific Games but he has overall responsibility for the B2C operations of the Pennsylvania iLottery program. His CRM team have helped the lottery grow online sales to over $1bn in less than two years – the most successful online lottery launch in the world.
Not only has he designed and implemented an omni-channel CRM strategy from scratch, he has also overseen the launch of the PA Lottery’s affiliate network. On top of that he has oversight of CRM retention marketing programs for other US state lotteries in Maryland, Arkansas, Maine, North Dakota, Washington and South Carolina. Huber-Calvo is hot on CRM and for that he is a Hot 50 winner.