Senior Director of Key Accounts
IGT Indiana
Tracy Butler exemplifies an innovative spirit and dedication that makes her a pivotal figure in the lottery industry for over 25 years, currently serving as Senior Director of Key Accounts at IGT Indiana. In this role, she has led transformative initiatives such as expanding key account annual promotions to over five hundred weeks of activity and developing an innovative omnichannel program.
Tracy and her team of five KAMs (Key Account Managers) are responsible for over 50% of the state’s sales volume. One of Tracy's most notable achievements is the development and implementation of the RMP (Retail Marketing Program). Through this innovation, KAMs create annual strategic plans in partnership with the top 13 Key Accounts, which include measurable goals and incentive opportunities to drive sales and desired product positioning. By leveraging advanced analytics, Tracy has ensured that lottery remains at the forefront of Key Accounts’ business and promotional planning process.
In the past few years, Indiana chains have experienced significant growth in both store count and lottery share of sales. Key Account retailers have embraced collaboration with the lottery category and recognized the power it has on traffic, revenue, transaction size growth and profitability. As these accounts become more sophisticated in terms of social, digital and loyalty programming, integration into the annual promotional strategies has been a priority. In addition to creating compelling promotions to drive brand awareness, merchandising and sales, leveraging the media channels expands visibility to a larger audience with engagement across multiple platforms. The prioritization of these channels with Key Accounts is a focus in business planning to create differentiation, add value to loyalty, and reach customers in new ways. Understanding the Key Account strategies and aligning initiatives mutually benefits both parties and strengthens the partnership.
As a leader, Tracy is known for her strategic vision and ability to inspire and guide her team towards achieving exceptional results. Under her leadership, IGT Indiana has seen significant growth and has pioneered several industry-first initiatives. Her commitment to excellence and innovation has driven IGT Indiana’s record sales and has set a standard for others in the industry.