Marketing Manager (Agent Network & Affiliate Operations)

Job Responsibilities

1) Agent Network Development & Expansion

Identify, recruit, and onboard high-potential agents, sub-agents, and community promoters across Kenya.

Build and manage scalable offline and online agent referral structures.

Develop and maintain strong relationships with key agents and regional promoters to drive sustained user acquisition and deposits.

2) Affiliate & Referral Strategy Execution

Design and implement agent-based acquisition strategies aligned with company growth targets.

Manage performance-based incentive structures for agents and referral partners.

Monitor agent productivity and optimize commission models to improve ROI.

3) Seed User & Community Activation

Identify seed users, influencers, and social network connectors capable of expanding player communities.

Support agents in growing their local player groups through WhatsApp, Telegram, and offline community engagement.

Activate local micro-communities to increase retention and betting frequency.

4) Market Intelligence & Competitor Benchmarking

Track competitor agent strategies from leading platforms such as Betika, Odibets, GameMania, and similar operators.

Provide insights on agent commission structures, campaign effectiveness, and promotional trends.

Recommend localized acquisition tactics based on regional performance.

5) Campaign Planning & Execution

Collaborate with Digital Marketing, Retention, and Customer Support teams to support agent-led campaigns.

Launch targeted acquisition campaigns through agent channels.

Support promotional rollout.

6) Performance Monitoring & Reporting

Track agent KPIs including player acquisition volume, deposit conversion, retention contribution, and revenue impact.

Prepare weekly and monthly performance reports.

Recommend improvements based on performance analytics.

Job Requirements

1) Industry Experience (Mandatory)

Minimum 3 years’ experience in the betting, gaming, or casino industry in Kenya.

Prior experience working with leading betting platforms such as Betika, Odibets, GameMania, Mozzart, SportPesa, or similar operators is strongly preferred.

2) Agent Network Operations Experience (Critical Requirement)

Proven experience managing or operating agent-based acquisition or affiliate referral structures.

Demonstrated success in recruiting and managing agents/sub-agents or community promoters.

Existing network of agents, influencers, or gaming\betting community connectors is a strong advantage.

3) Local Market Knowledge

Strong understanding of Kenya’s online gaming\betting customer behavior and acquisition channels.

Familiarity with WhatsApp-based agent promotion ecosystems.

Experience working with both online and offline player acquisition channels.

4) Performance-Driven Mindset

Ability to manage commission-based growth models.

Strong analytical skills to evaluate acquisition performance and optimize agent productivity.

5) Communication & Leadership Skills

Strong relationship-building ability with agents and community leaders.

Ability to motivate decentralized acquisition teams.

Experience coordinating with cross-functional teams including retention and customer service.

6) Education

Bachelor’s degree in Marketing, Business Administration, Communications, or related field preferred.