Marketing Operations Manager

Compliance-First Promotion Strategy (Primary Responsibility)

Ensure all marketing and promotional activities strictly comply with the Kenyan Gambling Control Act 2025 and the Gambling Control (Advertising) Regulations 2026. All external advertisements must complete the dual process of ex-ante approval by the Gambling Regulatory Authority (GRA) and classification by the Kenya Film Classification Board (KFCB) prior to publication.

Proactively avoid content expressly prohibited by the regulations when developing promotion strategies: no targeting of minors, no portrayal of gambling as a means of achieving financial success, and no use of celebrities/influencers/former winners/public officials in promotional materials.

Monitor and ensure all promotional materials (including outdoor advertising) maintain the statutory minimum distance of 200 metres from any learning institution.

Collaborate with the legal/compliance team to establish an internal compliance pre-review mechanism for promotional assets, ensuring a complete approval record is retained for every placement before it goes live.

II. Acquisition & Growth (Online Channels Focus)

Develop and execute user acquisition plans for the Kenyan market, with accountability for core metrics including registrations, first-time depositors (FTDs), and cost per acquisition (CPA).

Manage the paid acquisition channel mix, including but not limited to programmatic advertising, sports/entertainment vertical media placements, affiliate marketing, SEO, and ASO. Given restrictions on gambling advertising by Google and Meta, the role requires the ability to scale on alternative traffic sources.

Lead localised creative strategy: develop high-converting assets in English, Kenyan English, and Swahili, tailored to Kenyan audience preferences (sports events, free bets/bonuses, mobile-first experience).

Manage the affiliate marketing network, recruit and optimise partnerships with Kenyan local sports bloggers and content sites, continuously monitor the quality and compliance of affiliate traffic, and promptly remove non-compliant placements.

III. User Activation & Retention Collaboration

Work with the CRM/retention team to optimise the conversion funnel from registration to first deposit, and drive continuous improvement of landing pages and deposit flows in light of Kenyan users' heavy reliance on mobile money such as M-Pesa.

Plan promotional cadence around the sports calendar (Premier League, local football leagues, CAF competitions, etc.), concentrating acquisition creative during key match windows to improve conversion efficiency.

IV. Data Tracking & Campaign Optimisation

Build and maintain a promotion data monitoring system, tracking impressions, clicks, registrations, FTDs, and ROAS across channels, and produce weekly performance reports.

Manage MMP (e.g., AppsFlyer/Adjust) attribution configuration and UTM conventions to ensure accurate attribution of conversion data and inform budget allocation.

Continuously optimise audience targeting, bidding strategies, creative rotation, and landing page experience based on data, reducing CPA and improving first-deposit conversion rates.

V. Local Market Insight

Continuously track competitor activity, the local sports sponsorship landscape, and shifts in consumer preferences in Kenya; produce regular market insight briefs to inform product and promotion strategy.

Observe the constraints of the Kenya Data Protection Act (DPA 2019) on direct marketing, ensuring all user outreach (SMS, push, email) is based on valid consent and provides an easy opt-out mechanism.

VI. Team & Vendor Management

Manage the local execution team or external agencies/vendors, ensuring consistency in execution quality and compliance standards.

Control the promotion budget, ensuring spend remains within approved limits and is executed against expected ROI targets