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August 11 - 13
2025 Sales and Marketing conference!
Thank you for attending the 2025 Sales and Marketing Conference! We hope that you found the content informative, inspiring, and fun! From the amazing keynote address by our Executive Director, Khalid Jones, to the energetic games of Pink Panther Live, presented by Alchemy3! Please remember to complete the survey, your feedback helps us to plan for the next year. All videos and pictures are available below. We look forward to coming together again in 2026!
Take a look back at all the fun! Photo gallery
2025 Award Winners
Area Highest % to Goal Attainment
Mohammad Bhatti - Alexandria
Lori Hitt - Winchester
Stacy Tingen - Charlottesville
Shannon Schell - Norfolk
Susan Johnson - Richmond
Shane Woodrum - Roanoke
Joshua Underwood - Abingdon
Jonathan Croft - Petersburg
Sales Director Award
Alexis Blackstock
Marketing MVP Award
Thomas Cullen
Marketing Director’s Award
Charmayne Vincent
Statewide Area Highest % to Goal
Area 4
Sales Team of the Year
Area 7
Area Manager MVP
Adam Mikesell
Area MVP
Ramesh Patel – Area 1
Connor O'Brien – Area 2
Greg Mann – Area 3
Max Lawver – Area 4
Jennifer Boyd – Area 5
Cynthia Workman – Area 6
Michael Johnson – Area 7
Karol McConnell – Area 8
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Information and Location
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Schedule
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Sessions Descriptions
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Guest Speaker Profiles

Information and Location
Conference Location
The Hotel Roanoke & Conference Center
110 Shenandoah Avenue,
Roanoke, Virginia, 24016-2025
https://www.hotelroanoke.com/
Expense Reports
Travel and Reimbursement expenses will no longer require the paper TERV form. All reimbursements will now be electronically processed through Expense Management Workspace. To submit the online expense report use this link (How-to information can be accessed through the Finance Lottoland page.) NOTE: Per diems are calculated automatically within the system and are no longer required in advance. Discuss with your manager how to submit the form if any questions.
Schedule
Monday, August 11 |
10:00 a.m. - 10:45 a.m. | Conference Center Lobby |
Conference Check-In |
11:00 a.m. - 12:00 p.m. | Washington Lecture Hall |
Opening Video Welcome:
Tom Sawyer, Director of Sales New Employee and Promotions Video Opening Remarks:
Khalid Jones, Virginia Lottery Executive Director |
12:00 p.m. - 1:00 p.m. | Washington Lecture Hall |
Keynote Speaker: Khalid Jones |
1:00 p.m. - 1:15 p.m. |
Break |
1:15 p.m. - 2:15 p.m. | Washington Lecture Hall |
Lottery Leadership: Panel Discussion Panel Participants: |
2:15 p.m. - 3:15 p.m. | Washington Lecture Hall |
Vendor Panel Discussion Panel Participants: |
6:00 p.m. - 9:00 p.m. | Garden Courtyard |
Welcome Reception (includes dinner) |
Tuesday, August 12 |
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6:45 a.m. - 8:45 a.m. | Crystal Ballroom |
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Breakfast | |||||||||||||||||||||||||||||||||||||||||||||||||||||||
9:00 a.m. - 4:45 p.m. |
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6:30 p.m. - 7:00 p.m. | Crystal Ballroom |
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Dinner Seating |
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7:00 p.m. - 9:00 p.m. |
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Awards Dinner |
Wednesday, August 13 |
7:30 a.m. - 8:30 a.m. | Crystal Ballroom |
Breakfast |
8:45 a.m. - 9:00 a.m. | Washington Lecture Hall |
Service Award Presentations |
9:00 a.m. - 9:15 a.m. | Washington Lecture Hall |
Promotion-Design Presentations Judges Panel: |
9:15 a.m. - 10:45 a.m. | Crystal Ballroom |
Regulatory Training Whitney E. Nelson-Crawford – Sands Anderson, PC |
10:45 a.m. - 11 a.m. |
Break |
11 a.m. - 12:30 p.m. | Washington Lecture Hall |
Pink Panther™ Live! |
12 p.m. - 12:30 p.m. | Washington Lecture Hall |
Closing Remarks |
Session Descriptions
Marketing FY ’26 Strategy: Join the Marketing managers as they provide details on the strategy and game schedule for FY ’26.
Sales FY ’26 Strategy: Deputy Executive Director of Sales, Tom Sawyer and Sales managers, Chuck Caliguiri, Liz Patterson, Lisa Crump, Troy Butler and La’Shawn Reid will deliver the FY ’26 strategy for their teams and review FY ’25.
Professional Development- Burnout, Boundaries and Balance: Since the pandemic, many working professionals have faced heightened stress and emotional fatigue, and are at risk of burning out. To offer support, certified Executive Coach Sheila Battle is hosting an in-person session to provide practical strategies for mental and emotional wellness at work, at home, and beyond. Presenting from her most requested workshop, “Burnout, Boundaries, and Balance”, this engaging, interactive seminar will guide participants through identifying what burnout looks and feels like, establishing healthy boundaries, and cultivating balance even in demanding environments. Attendees will walk away with actionable tools to help restore clarity, agency, and well-being in their daily lives.
Compliance Training: It is time to complete our required Legal Training. Associates from SandsAnderson, PC will conduct the session on Wednesday morning.
Promotions Design (Group Activity): Like designing scratch tickets at past conferences, this year will be to design a promotion (retailer or player). The promotions team will conduct this session, and on Wednesday morning each group will present their designs to all attendees. Judges will score the designs and the best design wins!
Pink Panther Live!: Get ready for an event full of fun, games, challenges, and friendly battles! Teams will compete head-to-head, and when the dust settles, one team will emerge victoriously claiming the coveted Pink Panther Trophy!!
Biographies
Keynote Speaker

Khalid Jones, Executive Director – Virginia Lottery
Khalid R. Jones joined the Virginia Lottery as Executive Director in April 2024 (appointed by Governor Glenn Youngkin). Little did he know that he was embarking upon the best time of his life. OK, maybe we shouldn’t say “best” because, you know, he married a beautiful woman and had a beautiful daughter, so they might rank a little higher than us. But only slightly.This past year, he’s led the organization to sales of $5.7 Billion (but truly, all you sales and marketing folks did the really hard work…) and, in the last two years, he’s handed over two huge checks to the Governor: $934 Million and $901 Million. I mean, it’s not every day you get to do something like that, right? And speaking of things you don’t get to do every day, how ‘bout those casinos?! Under his leadership, Khalid has worked with the Lottery Board to open two more permanent casinos in Bristol and Danville (that makes three when you count Portsmouth). Of course, don’t forget about overseeing the regulation of sports betting, and if you’ve talked with Khalid, you know he’s always got a good sports analogy at the ready. In between all of those business/numbers kind of things, Khalid has spent time out in the field seeing how we build truly valuable partnerships with our retailers, pulled midnight shifts at the casinos, paid winners at CSCs, and visited several schools to hand out prizes to public-school students and educators. Before he came to “The Best Job Ever,” Khalid began his career in securities litigation and co-founded SourceRock Partners, an investment firm. He has provided legal and strategic advice to various entities, including state and national lottery organizations.His thought leadership has been featured in Forbes, Fox Business, and CNBC. He has spoken at conferences like the American Gaming Association’s Global Gaming Expo and delivered a TEDx talk on blockchain in sports (see above for reference to sports analogies). Khalid holds a patent on the gamification of streaming media and is a graduate of Wake Forest University and Stanford Law School.
Vendor Panel Participants

Andrew Hill, Marketing Director – Brightstar
Andrew has been working for IGT since immediately before the last name change and he has the GTECH badge to prove it. Over the past decade he has helped lotteries around the country and around the world to identify industry trends and unlock growth opportunities. Prior to his career in lottery, he worked for a business intelligence startup in Philadelphia focused on making advanced marketing analytics more readily accessible to new businesses.

Jason Lisiecki, EVP, Global – IWG
Jason brings over 16 years of lottery industry expertise, having served at both Michigan Lottery and now IWG. At Michigan Lottery, he initially focused on retail products before becoming the Digital Products Director to help start up the launch of Michigan’s iLottery program. He later joined William Hill US as Director of Product, driving innovation in sports betting. For the past seven years, Jason has been with IWG, working closely with lotteries worldwide to develop and implement effective eInstant content strategies.

Colin Hadden, General Manager and Vice President – Neopollard Interactive.
Colin is an international board level leader with extensive experience in lottery executive leadership, business operations, business growth and change. Starting his career as a Software Engineer, Colin moved to commercial and operational roles running large technology enabled businesses in several regulated markets. Colin has an in-depth understanding of retail and interactive lottery, payments, branding, product portfolio management and the provision of enterprise technology to a wide range of industries. After leading IGT lottery business in Northern Europe, Colin moved to the US as General Manager of IGT Indiana (Hoosier Lottery) and then on to be General Manager of Camelot Illinois (Illinois Lottery private manager). Colin has also held roles outside the UK living in South Africa and the Middle East. Colin re-settled in the US in 2023 following the Covid pandemic and is General Manager and Vice President of Neopollard Interactive based in Lansing, MI. Colin lives in Indianapolis with his wife Sharon and English Foxhound Tilly.

Merrill Fullerton, Account Advisor – Alchemy3
Merrill is an award-winning Communication and Advertising Accredited Professional (CAAP) with expertise in product management, strategy, innovation and business development. Merrill has over 20 years marketing experience across a variety of B2C and B2B sectors and channels, including lottery and gaming, health care, manufacturing, automotive and post-secondary education. Prior to joining Alchemy3, Merrill spent more than a decade at Atlantic Lottery Corporation leading product and marketing teams and fostering a growth mindset, including delivering record-breaking Scratch’N Win sales, Digital Instant Game revenues and online account acquisitions. A Canadian with an affinity for American music, history and politics, Merrill is a father of two that loves to get out with his children to explore the world whenever he’s not strategizing for Alchemy3.
Professional Development Trainer:

Sheila Battle, Executive Coach – The BattleStation
Sheila Battle is a TEDx speaker, author, and executive coach dedicated to transforming lives from the inside out. As a dynamic leader, change agent, and human services advocate, she empowers individuals and teams through practical, personal teachings that foster growth and resilience. Whether managing teams or leading workshops, Sheila’s energetic and engaging approach motivates and inspires in the boardroom and beyond. Blending real-life stories with a conversational style, she creates deep, personal connections with her audience, making transformation both accessible and actionable. Alongside her husband, Frank, she co-hosts the Soulful Conversations with Frank & Sheila podcast and is the visionary behind The BattleStation and 15 Minutes of Grace.
Compliance Trainers:

Lindsay K. Bunting Eubanks – SandsAnderson, PC
Lindsay serves businesses and higher education organizations, offering proactive and prompt legal counsel and enabling her clients to move ahead with confidence. With emphasis on litigation and employment matters, Lindsay knows how to help clients with the day-to-day concerns that arise in the workplace. She regularly counsels companies on issues ranging from contractual questions and severance agreements to EEOC charges and FLSA matters. She is a thoughtful listener and natural problem solver who enjoys helping people unwind complex situations with thoroughness and empathy. Lindsay’s practice includes providing higher education institutions with comprehensive legal guidance on a wide range of issues. She has experience helping colleges and universities with Title IX compliance and investigations, ensuring they meet federal requirements while fostering safe and equitable environments for students and staff.

Whitney E. Nelson-Crawford – SandsAnderson, PC
Whitney is an associate in Sands Anderson’s School & Education Law team. She works alongside public school divisions and governmental employers, using her combined experience as a school counselor and lawyer to address the day-to-day legal challenges that surface when operating public bodies. Whether helping school board clients with personnel issues, student discipline, or policy and governance matters, Whitney’s background shapes her approach to creative problem solving. At the outset of each matter, she strives to understand her client’s frame of reference, ensuring any concerns are heard and acknowledged before charting a path forward together. She knows that being honest and transparent fosters trust and collaboration.
Information and Location

Information and Location
Conference Location
The Hotel Roanoke & Conference Center
110 Shenandoah Avenue,
Roanoke, Virginia, 24016-2025
https://www.hotelroanoke.com/
Expense Reports
Travel and Reimbursement expenses will no longer require the paper TERV form. All reimbursements will now be electronically processed through Expense Management Workspace. To submit the online expense report use this link (How-to information can be accessed through the Finance Lottoland page.) NOTE: Per diems are calculated automatically within the system and are no longer required in advance. Discuss with your manager how to submit the form if any questions.
Schedule
Schedule
Monday, August 11 |
10:00 a.m. - 10:45 a.m. | Conference Center Lobby |
Conference Check-In |
11:00 a.m. - 12:00 p.m. | Washington Lecture Hall |
Opening Video Welcome:
Tom Sawyer, Director of Sales New Employee and Promotions Video Opening Remarks:
Khalid Jones, Virginia Lottery Executive Director |
12:00 p.m. - 1:00 p.m. | Washington Lecture Hall |
Keynote Speaker: Khalid Jones |
1:00 p.m. - 1:15 p.m. |
Break |
1:15 p.m. - 2:15 p.m. | Washington Lecture Hall |
Lottery Leadership: Panel Discussion Panel Participants: |
2:15 p.m. - 3:15 p.m. | Washington Lecture Hall |
Vendor Panel Discussion Panel Participants: |
6:00 p.m. - 9:00 p.m. | Garden Courtyard |
Welcome Reception (includes dinner) |
Tuesday, August 12 |
|||||||||||||||||||||||||||||||||||||||||||||||||||||||
6:45 a.m. - 8:45 a.m. | Crystal Ballroom |
|||||||||||||||||||||||||||||||||||||||||||||||||||||||
Breakfast | |||||||||||||||||||||||||||||||||||||||||||||||||||||||
9:00 a.m. - 4:45 p.m. |
|||||||||||||||||||||||||||||||||||||||||||||||||||||||
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6:30 p.m. - 7:00 p.m. | Crystal Ballroom |
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Dinner Seating |
|||||||||||||||||||||||||||||||||||||||||||||||||||||||
7:00 p.m. - 9:00 p.m. |
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Awards Dinner |
Wednesday, August 13 |
7:30 a.m. - 8:30 a.m. | Crystal Ballroom |
Breakfast |
8:45 a.m. - 9:00 a.m. | Washington Lecture Hall |
Service Award Presentations |
9:00 a.m. - 9:15 a.m. | Washington Lecture Hall |
Promotion-Design Presentations Judges Panel: |
9:15 a.m. - 10:45 a.m. | Crystal Ballroom |
Regulatory Training Whitney E. Nelson-Crawford – Sands Anderson, PC |
10:45 a.m. - 11 a.m. |
Break |
11 a.m. - 12:30 p.m. | Washington Lecture Hall |
Pink Panther™ Live! |
12 p.m. - 12:30 p.m. | Washington Lecture Hall |
Closing Remarks |
Sessions Descriptions
Session Descriptions
Marketing FY ’26 Strategy: Join the Marketing managers as they provide details on the strategy and game schedule for FY ’26.
Sales FY ’26 Strategy: Deputy Executive Director of Sales, Tom Sawyer and Sales managers, Chuck Caliguiri, Liz Patterson, Lisa Crump, Troy Butler and La’Shawn Reid will deliver the FY ’26 strategy for their teams and review FY ’25.
Professional Development- Burnout, Boundaries and Balance: Since the pandemic, many working professionals have faced heightened stress and emotional fatigue, and are at risk of burning out. To offer support, certified Executive Coach Sheila Battle is hosting an in-person session to provide practical strategies for mental and emotional wellness at work, at home, and beyond. Presenting from her most requested workshop, “Burnout, Boundaries, and Balance”, this engaging, interactive seminar will guide participants through identifying what burnout looks and feels like, establishing healthy boundaries, and cultivating balance even in demanding environments. Attendees will walk away with actionable tools to help restore clarity, agency, and well-being in their daily lives.
Compliance Training: It is time to complete our required Legal Training. Associates from SandsAnderson, PC will conduct the session on Wednesday morning.
Promotions Design (Group Activity): Like designing scratch tickets at past conferences, this year will be to design a promotion (retailer or player). The promotions team will conduct this session, and on Wednesday morning each group will present their designs to all attendees. Judges will score the designs and the best design wins!
Pink Panther Live!: Get ready for an event full of fun, games, challenges, and friendly battles! Teams will compete head-to-head, and when the dust settles, one team will emerge victoriously claiming the coveted Pink Panther Trophy!!
Guest Speaker Profiles
Biographies
Keynote Speaker

Khalid Jones, Executive Director – Virginia Lottery
Khalid R. Jones joined the Virginia Lottery as Executive Director in April 2024 (appointed by Governor Glenn Youngkin). Little did he know that he was embarking upon the best time of his life. OK, maybe we shouldn’t say “best” because, you know, he married a beautiful woman and had a beautiful daughter, so they might rank a little higher than us. But only slightly.This past year, he’s led the organization to sales of $5.7 Billion (but truly, all you sales and marketing folks did the really hard work…) and, in the last two years, he’s handed over two huge checks to the Governor: $934 Million and $901 Million. I mean, it’s not every day you get to do something like that, right? And speaking of things you don’t get to do every day, how ‘bout those casinos?! Under his leadership, Khalid has worked with the Lottery Board to open two more permanent casinos in Bristol and Danville (that makes three when you count Portsmouth). Of course, don’t forget about overseeing the regulation of sports betting, and if you’ve talked with Khalid, you know he’s always got a good sports analogy at the ready. In between all of those business/numbers kind of things, Khalid has spent time out in the field seeing how we build truly valuable partnerships with our retailers, pulled midnight shifts at the casinos, paid winners at CSCs, and visited several schools to hand out prizes to public-school students and educators. Before he came to “The Best Job Ever,” Khalid began his career in securities litigation and co-founded SourceRock Partners, an investment firm. He has provided legal and strategic advice to various entities, including state and national lottery organizations.His thought leadership has been featured in Forbes, Fox Business, and CNBC. He has spoken at conferences like the American Gaming Association’s Global Gaming Expo and delivered a TEDx talk on blockchain in sports (see above for reference to sports analogies). Khalid holds a patent on the gamification of streaming media and is a graduate of Wake Forest University and Stanford Law School.
Vendor Panel Participants

Andrew Hill, Marketing Director – Brightstar
Andrew has been working for IGT since immediately before the last name change and he has the GTECH badge to prove it. Over the past decade he has helped lotteries around the country and around the world to identify industry trends and unlock growth opportunities. Prior to his career in lottery, he worked for a business intelligence startup in Philadelphia focused on making advanced marketing analytics more readily accessible to new businesses.

Jason Lisiecki, EVP, Global – IWG
Jason brings over 16 years of lottery industry expertise, having served at both Michigan Lottery and now IWG. At Michigan Lottery, he initially focused on retail products before becoming the Digital Products Director to help start up the launch of Michigan’s iLottery program. He later joined William Hill US as Director of Product, driving innovation in sports betting. For the past seven years, Jason has been with IWG, working closely with lotteries worldwide to develop and implement effective eInstant content strategies.

Colin Hadden, General Manager and Vice President – Neopollard Interactive.
Colin is an international board level leader with extensive experience in lottery executive leadership, business operations, business growth and change. Starting his career as a Software Engineer, Colin moved to commercial and operational roles running large technology enabled businesses in several regulated markets. Colin has an in-depth understanding of retail and interactive lottery, payments, branding, product portfolio management and the provision of enterprise technology to a wide range of industries. After leading IGT lottery business in Northern Europe, Colin moved to the US as General Manager of IGT Indiana (Hoosier Lottery) and then on to be General Manager of Camelot Illinois (Illinois Lottery private manager). Colin has also held roles outside the UK living in South Africa and the Middle East. Colin re-settled in the US in 2023 following the Covid pandemic and is General Manager and Vice President of Neopollard Interactive based in Lansing, MI. Colin lives in Indianapolis with his wife Sharon and English Foxhound Tilly.

Merrill Fullerton, Account Advisor – Alchemy3
Merrill is an award-winning Communication and Advertising Accredited Professional (CAAP) with expertise in product management, strategy, innovation and business development. Merrill has over 20 years marketing experience across a variety of B2C and B2B sectors and channels, including lottery and gaming, health care, manufacturing, automotive and post-secondary education. Prior to joining Alchemy3, Merrill spent more than a decade at Atlantic Lottery Corporation leading product and marketing teams and fostering a growth mindset, including delivering record-breaking Scratch’N Win sales, Digital Instant Game revenues and online account acquisitions. A Canadian with an affinity for American music, history and politics, Merrill is a father of two that loves to get out with his children to explore the world whenever he’s not strategizing for Alchemy3.
Professional Development Trainer:

Sheila Battle, Executive Coach – The BattleStation
Sheila Battle is a TEDx speaker, author, and executive coach dedicated to transforming lives from the inside out. As a dynamic leader, change agent, and human services advocate, she empowers individuals and teams through practical, personal teachings that foster growth and resilience. Whether managing teams or leading workshops, Sheila’s energetic and engaging approach motivates and inspires in the boardroom and beyond. Blending real-life stories with a conversational style, she creates deep, personal connections with her audience, making transformation both accessible and actionable. Alongside her husband, Frank, she co-hosts the Soulful Conversations with Frank & Sheila podcast and is the visionary behind The BattleStation and 15 Minutes of Grace.
Compliance Trainers:

Lindsay K. Bunting Eubanks – SandsAnderson, PC
Lindsay serves businesses and higher education organizations, offering proactive and prompt legal counsel and enabling her clients to move ahead with confidence. With emphasis on litigation and employment matters, Lindsay knows how to help clients with the day-to-day concerns that arise in the workplace. She regularly counsels companies on issues ranging from contractual questions and severance agreements to EEOC charges and FLSA matters. She is a thoughtful listener and natural problem solver who enjoys helping people unwind complex situations with thoroughness and empathy. Lindsay’s practice includes providing higher education institutions with comprehensive legal guidance on a wide range of issues. She has experience helping colleges and universities with Title IX compliance and investigations, ensuring they meet federal requirements while fostering safe and equitable environments for students and staff.

Whitney E. Nelson-Crawford – SandsAnderson, PC
Whitney is an associate in Sands Anderson’s School & Education Law team. She works alongside public school divisions and governmental employers, using her combined experience as a school counselor and lawyer to address the day-to-day legal challenges that surface when operating public bodies. Whether helping school board clients with personnel issues, student discipline, or policy and governance matters, Whitney’s background shapes her approach to creative problem solving. At the outset of each matter, she strives to understand her client’s frame of reference, ensuring any concerns are heard and acknowledged before charting a path forward together. She knows that being honest and transparent fosters trust and collaboration.