Head of Marketing – Betting Company

Brief on Client

Our client is an online sports betting company with a regional presence across Africa.

Key Responsibilities:

• Responsible for creating an all-encompassing marketing strategy aligned with the company's overall objectives and leading in strategy implementation in compliance with relevant laws and regulations.

• Responsible for maintaining and enhancing the company's brand image in the market through consistent messaging, visual identity, and tone across all marketing channels.

• Overseeing advertising campaigns across different media, including television, radio, print, digital, and social media. He/she will also plan and lead the execution of promotional activities to engage both new and existing customers.

• Lead the planning and execution of all marketing initiatives; oversee the creative development of promotional materials, digital content, advertisements, promotional collateral, and other marketing-related communication and media actions on all channels, including online and on social media. 

• Explore partnership opportunities with sports teams, events, and other relevant organizations to enhance the brand's visibility and credibility.

• Oversee the undertaking of market research regularly to gain insights into customer preferences, behavior, and satisfaction levels; Collaborate with other departments to gather customer insights that can be used to improve products and services.

• Develop and lead the implementation of marketing and collaborate with the necessary teams to fully track and manage the expenses for cost-effectiveness and a positive return on investment (ROI).

• Build and manage strategic relationships by partnering with Creative, Marketing, and Activations Agencies and manage supplier contracts and terms to ensure maximum value for the organization is realized.

• Streamline work processes within the department to improve performance and lead the development and implementation of all department-related policies and procedures.

• Demonstrate credible leadership to the team by overseeing their work performance and professional development; Foster a culture of high performance and discipline within the team.

• Perform regular customer surveys and proactively obtain market trends and insights; assess associated business risks and make recommendations to the management on propositions that promote the growth of the brand and enhance the company’s competitive standing.

• Perform any other responsibilities assigned within the role.

Qualifications & Experience

• Bachelor’s degree in marketing or a related field. 

• Chartered Institute of Marketing (CIM) Certification is a requirement.

• 12+ years relevant experience in marketing or account management, 7 of which must be in a senior leadership role.

• MUST have hands on experience in on ground activations and events management.

• Experience working in a matrixed organization is highly desirable.

• Demonstrated success in developing and executing effective marketing strategies.

• Demonstrable strong “customer comes first” focus and delivering on commitments.

• Show ability to create consistent brand messaging and ensure brand compliance across all marketing activities with demonstrated experience in building and maintaining a strong brand image.

• Proven track record in acquiring and retaining customers through effective marketing campaigns and strategies.

• Great understanding of customer segmentation and targeting to drive personalized marketing initiatives.

• Strong creative thinking and problem-solving abilities to devise innovative marketing campaigns.

• Analytical mindset with the ability to interpret data and make data-driven marketing 

• Must have experience in coming up with Marketing budgets and efficiently manage budgets.