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About The Role
Role Purpose    

The Head of Performance Marketing has the responsibility to drive digital performance acquisition channels (including Affiliates, PPC, Social, Programmatic, Media Buying and SEO) for Gala / Foxy in the UK and contribute to the growth of the active/retained player base. # Reports: 12.

Key Responsibilities

  • Accountable for the delivery of digital acquisition via the following Performance Marketing channels: Affiliates, PPC, Social, Programmatic, Media Buying for all Gala/Foxy
  • Accountable for managing Foxy/Gala Affiliate teams and delivery of affiliate programme for hybrid/tenancy, revenue share and CPD affiliate partners for Gala/Foxy; management of the relationship with Affiliate Platform, management of the payment process for all affiliates; management of the activity of all affiliates to ensure compliance with regs.
  • Manage all performance marketing budget for Affiliates, PPC, Social, Programmatic, Media Buying for Gala/Foxy
  • Lead relationships with digital media agencies and key partners (e.g. Google, Facebook, Microsoft) on a day-to-day basis
  • Collaborate and maintain strong relationships with senior stakeholders (e.g. MD Gala/Foxy Brands, MD Sports Brand, Finance, Trading, IT)
  • Ensure Fraud and Non-Compliance is tracked, and corrected plans are delivered.
  • Create a Performance Marketing mentality e.g. daily stand up and live performance
  • Oversee campaign performance analysis, track KPIs and identify areas for improvement, reporting regularly to the MD Gala/Foxy
  • Drive a culture of change, innovation and exploration: a forward thinking team that is more curious about what they don't know that what they do know
  • Ensure successful and in-budget execution of acquisition strategy by managing internal escalations and debottlenecking with internal and external partners
  • Drive the change and delivery agenda for MSO (Marketing Services & Operations) team that supports the delivery of all activity across all channels – including back end systems, data and BI support, creative process management including liaison with Studio team(s), landing page optimisation and other services as required
  • Responsible for ensuring that all promotional materials are compliant, appropriate and competitive at all times; responsible for strict adherence to advertising standards and online CAP codes and for working with compliance and legal teams to evolve guidelines and working practices to ensure compliance
  • Responsible for developing and implementing tracking tools for all digital media
  • Propose spend, CPA and ROI targets by channel by brand each month as part of the overall marketing mix and complete weekly and monthly reports highlighting performance vs target, actions to address under/over performance and recommendations for following month(s)
  • Responsible for creative and offer/promotion strategy used in each channel (in conjunction with brand promotional teams) to optimise performance by channel; responsible for setting up acquisition offers in core systems
  • Responsible for setting up regular and frequent testing programmes on all materials to improve optimisation and ROI by channel
  • Maintain strong relationships with key media partners and third parties including Google and Facebook to ensure leading edge acquisition techniques are deployed, market opportunities are realised and technology changes/vision is shared
  • Proactively identify market and strategic opportunities across the digital channels to drive increased value from new and existing customers
  • Work closely with BI to review, analyse and evolve our digital attribution models and implement recommended changes quickly and effectively
Qualifications and Educational Requirements
  • Bachelor’s Degree required; graduate degree preferred
Specialist Skills and Experience Required
  • 8+ years of experience in digital marketing for a large scale brand; 4+ years' experience in a leadership role driving large scale digital media strategy
  • Strong communicator
  • Knowledge of the gambling & gaming industry is a plus, but not essential
  • Experience in managing agency relationships and in planning and buying of display media, building campaigns, implementing bidding strategies
  • Comprehensive working knowledge of all areas of performance marketing, including PPC, Display and Programmatic
  • Expert knowledge of digital marketing principles such as funnel optimisation UX and experience in running A/B tests for campaigns and deriving customer insights a major plus
  • Exceptional troubleshooting skills and should thrive in high expectation scenario
  • Exceptional communicator who inspires the team and can engage CxO level audience on relevant topics in a time efficient manner
  • Expert senior manager/department head/Director of digital marketing function(s)
  • Outstanding people manager with demonstrable track record of recruiting, developing and managing talent within a multi-cultural environment
  • Experience of managing complex, multi-brand budgets in significant scale and demonstrating agility and flexibility in spend and target allocation and management
  • Results orientated individual with focus on delivery, agility and control
  • Proven analytical capability and deep empathy and understanding of BI/data analytics
  • Strong understanding of digital advertising legislation and codes of practice
  • Strategic thinker with outstanding problem solving and project management skills
  • Proven track record of optimising 3rd party relationships