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About The Role

Role Purpose    

The Head of Marketing for Coral will work closely with the Director of Marketing and will own the advertising, promotional and digital strategy; executing and developing the efficiency of our spend to drive the ultimate return on investment from an annual spend of over £85m across marketing and bonus spend.

This role will also own and drive the strategy for both newly acquired and retained customers, effectively increasing our customer’s average spend per week; the Head of Marketing will design the roadmap of core promotional messages and match this against our overall media and marketing plan on offline and digital channels, to ultimately help Coral win market share.

Key Responsibilities

  • Accountable for a substantial £30 million TV, press and offline media budget to support the growth of the Coral brand by delivering target ROI of 120% or higher on a GP basis.
  • Develop and lead an advertising strategy that allows for prioritization of key brand messages for Coral by media type, while monitoring progress in delivery and reporting on overall performance to illustrate the financial cause and effect of spend in this area.
  • Own the promotional plan utilizing a bonus budget of over £65m across each all channels to deliver promotions that are most relevant to the consumer, competitively positioned against our key competitors in each market, within budget/forecast guidelines and ultimately delivering a positive ROI at gross profit level.
  • Own the delivery of core marketing messages against marketing media across the digital and offline channels.
  • Development of promotional tools and technology (including Openbet, IMS and other tools) to facilitate a world-class promotional offer, progressing the capability of bonus optimization projects.
  • Accountable for all revenue driven from advertising spend channels and establishing the key benefits of investment and ROI in this area, in order to demonstrate to the business the optimal level of spend in this channel.
  • Develop close relationships across our central media agency and provide clear KPI and strategy measurement points for the Account Directors working on Coral media.
  • Ensure all product advertisements are delivered to a high quality, with clear purpose on budgets while meeting the objectives of our trading strategy.
  • Assist in the monthly, quarterly, bi-annual and yearly budgeting processes to ensure strict budget management and streamlined accounting/payment processes.
  • Represent the group in TV auction processes and establish the direction of strategy around these marquee auctions, to help secure competitive package and pricing on this media.
  • Work closely with the Head of Coral Brand to establish a distinct look, feel and creative direction for each sportsbook brand’s media campaigns.
  • Responsible for utilizing marketing mix models provided by the BI team to illustrate the effect of advertising spend on both the active base and new customer volumes.
  • Represent the Coral in advertising regulatory disputes and become a key stakeholder for advertising regulation in line with the Advertising Standards Authority, CAP and the Gambling Commission in order to ensure all advertising material is fully compliant.
  • Provide the advertising team with strong mentoring and clear leadership which both motivates and inspires a culture of high achievement, while nurturing key members of the team to ensure long term retention of talented individuals.
  • Accountability and leadership for the definition of bonus-led elements of the acquisition strategy which will be delivered to the marketing team for distribution to gain market share.
  • On a weekly basis attend trading meetings, bonus optimisation reviews and work closely with Trading, BI, Sports and Gaming verticals to analyse and adapt all existing and new promotions and update the promotional plan accordingly
  • Develop major promotional and advertising campaign themes / promotions for critical trading periods including Christmas, Cheltenham, Grand National, football tournaments and other special events as needed from time to time with the support of the team
  • Bring new promotions and innovations to the team and collate feedback and analysis on industry intelligence, trends and competitor activity to ensure that Coral is consistently ahead of the curve
 
Specialist Skills and Experience Required
  • Significant experience working within a Sports and/or Gaming business at a senior level
  • Excellent brand marketing and promotional experience across multiple products, verticals or brands
  • Previous experience working within the Sports and Gaming business is critical as will a keen understanding of the marketplace and competitor landscape
  •  Possess good business development skills and have the ability to develop strong commercial relationships, working closely with numerous stakeholders to deliver the promotional strategy
  • Self-sufficient, proactive and innovative thinker who can bring fresh ideas to the table
  • Keen knowledge of sports betting markets and rules, across all sports and understanding of the most relevant sports; strong understanding of the attraction and principles of gaming (Casino, Bingo and Poker)
  • Good understanding of the customer life cycle and critical break points within it; keen understanding of customer satisfaction metrics and how to develop customer performance across the organisation
  • Strong customer and financial analytical skills with the ability to leverage them effectively; experience of working closely with partners in BI/Finance to develop analytical tools and processes to optimise bonus expenditure and return
  • Able to write compelling, ROI-based promotional/business plans with financial and customer projections
  • Experience of working across and within a large organisation with a matrix of operational teams and deliver to business goals