Head of Marketing Technology

About the Role

The Head of Marketing Technology is responsible for driving profitable growth and player engagement across global markets by enabling smarter, faster, and more responsible marketing through data and technology.

This role ensures marketing technology delivers measurable outcomes across the full marketing lifecycle from acquisition through to retention, while operating within complex regulatory environments. You will focus on using technology as a lever to create competitive advantage via real‑time, personalised player experiences and efficient marketing operations.

Key Responsibilities

1. Drive Revenue Growth & Player Value

• Optimise the full player lifecycle—from acquisition through to retention and reactivation by translating commercial objectives into actionable martech strategies

• Improve key metrics across acquisition and retention:
• Acquisition: Active Players, Open to Active Player conversion rate, Cost Per Acquisition (CPA)
• Retention: Retention Rates, Player Values & Active Player Days
• Review and optimise existing measurement frameworks to prove marketing impact on revenue

2. Drive Real‑Time Customer Engagement & Personalisation

• Use the marketing stack to deliver highly personalised, event‑driven experiences across sportsbook, casino, and gaming products

• Activate first‑party and behavioural data to trigger relevant offers, content, and promotions at the right moment using marketing technology
• Deliver seamless omnichannel journeys and use cases across app, web, paid media, and affiliates

3. Martech Strategy

• Define and execute a scalable martech roadmap that supports multiple markets and regulatory requirements, across Betway (2026) and Spin (2027)

• Ensure technology supports compliance with local regulations (e.g. consent, responsible gaming, data privacy).
• Ensure marketing systems support player protection measures (e.g. exclusion, limits, safe messaging).
• Be responsible for commercial and budget forecasting; contract renewals and budget planning and business case

4. Cross‑Functional Leadership

• Partner with Product, CRMX, Data/ Data Engineering, Data Science, Compliance, HVC teams to align on shared outcomes

• Influence senior stakeholders on how martech drives competitive advantage and growth.
• Lead complex, multi‑market initiatives with diverse stakeholder groups (as a priority, the current internal migration to a new vendor)

5. Team & Capability Development

• Build and lead a high‑performing global martech and marketing operations team

• Foster a culture focused on speed, accountability, and measurable outcomes
• Establish clear operating models with Data Engineering that enable rapid execution and scalability

Success Measures

To be demonstrated as direct result from the use of the marketing technology stack:

• Improvement in player acquisition efficiency (CPA reduction)

• Increased player lifetime value (LTV) and retention rates
• Regulatory adherence across all marketing activities (0% self‑exclusion incidents and SLA / incident management)
• Faster campaign execution, especially around live events with before and after metrics

What You’ll Bring

• Proven success driving marketing‑led growth, ideally in a betting, gaming, or highly regulated, high‑frequency digital environments

• Deep understanding of player lifecycle, behavioural segmentation, and real‑time engagement
• Strong experience in marketing measurement, attribution, and performance optimisation
• Ability to operate effectively across multiple markets with varying regulatory requirements
• Commercial mindset with a clear understanding of revenue drivers (NGR, ARPU, retention)
• Strong stakeholder management
• Experience leading transformation and simplifying complex martech ecosystems

• Commercially driven: obsessed with revenue, player value, and ROI
• Customer‑centric: understands player motivations and behaviours deeply
• Outcome‑focused: prioritises measurable business impact over activity
• Pragmatic & fast‑moving: thrives in real‑time, event‑driven environments
• Responsible: balances growth with regulatory compliance and player protection
• Collaborative influencer: aligns diverse global stakeholders

Desirable Skills You’ve Got Up Your Sleeve

• In‑depth knowledge of sports betting markets, including odds calculation, betting types and market trends
• Previous experience in the online gaming or casino industry, with a strong understanding of player behaviour and industry regulations
• Familiarity with gambling regulations and compliance requirements in various jurisdictions, ensuring adherence to legal standards

Benefits

• Supergrowth is real here. Our learning and development programmes give you the tools, training and opportunities to level up fast.
• Your progress matters. Our Performance tool ensures you get meaningful feedback to support your development and superdrive your career.
• Support that has your back. Our Employee Assistance Programme offers resources for you and your family.
• Add local benefit (not perks)

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