Tom Ackerman
- 2 days ago
- 2 min read
Deputy Director of Marketing, Ohio Lottery
As Director of Marketing for the Ohio Lottery, Tom Ackerman has consistently demonstrated leadership, creativity, and steady guidance that define the highest standards of this industry. He is an exceptional mentor to the marketing department and sets a clear example of what strong, supportive leadership should look like. His ability to encourage new thinking while providing direction has helped the team grow, take risks, and deliver meaningful results for the organization.
Tom has approved and championed a wide range of promotions and marketing innovations. His drive to explore new approaches has strengthened the Lottery’s ability to reach players, modernize engagement, and create memorable experiences at events across the state. Among his many contributions this year, one of the standout achievements is the development and launch of the refreshed Cash Catch promotion.
Cash Catch began as a baseball-themed activation used exclusively at two major league ballparks, but under Tom’s direction it was transformed into a versatile mobile experience designed to support sponsorships statewide and raise awareness for the new game, Millionaire for Life. He championed the redesign of the game into an augmented reality promotion that now works across a broad range of events. In this updated version players scan a QR code, use their phone camera, and play an interactive game. Players can instantly win digital lottery cash that can be easily and quickly sent to their email address. Whether players win or lose, they are directed to Lottery messaging about Millionaire for Life. The experience is fun, modern, and easy for players! This showcases Tom’s commitment to innovation.
The new Cash Catch activation has already become a valuable tool for the marketing team. It gives the Lottery a flexible, highly engaging way to connect with players at events the they sponsor throughout the state. It also allows the Lottery to reach players "away from" the Lottery booth – as it only takes a well-placed sign with a QR code to engage players in Cash Catch – thereby increasing Ohio Lottery’s reach at events. Cash Catch, in its current form, reinforces a consistent message about the Millionaire for Life game, helping support both awareness and sales. One final benefit of the new Cash Catch is the ability to promote other Lottery products with a simple creative change to the screens of the game, making this game beneficial for years to come. Tom drove the vision for this project from the beginning and ensured the team had the resources, support, and direction needed to bring it to life.
Tom's leadership this year has strengthened the marketing department, improved player engagement, and advanced the Lottery’s promotional capabilities. He has guided his team with clarity and encouragement while continuing to seek out ways the organization can grow. His contributions reflect the values the Powers Award recognizes, and he is highly deserving of this honor.
