Location: Philippines

About the Role:

The Chief Commercial Officer (CCO) is a senior member of the Philippines leadership team, reporting directly to the Country CEO. The CCO shares joint accountability for the country P&L and is responsible for all commercial activity, ensuring the business acquires, retains and grows its customer base profitably.

The role oversees marketing, brand, VIP, CRM, analytics and payments/fraud operations (optional) for the Philippines market. The CCO works in close partnership with the CEO to set commercial strategy, manage the marketing budget and drive performance across all channels.

Job Responsibilities:

Commercial Strategy & P&L

• Share joint accountability with the Country CEO for the Philippines P&L, with primary ownership of revenue driven through commercial and marketing activity.

• Set the annual commercial strategy, including acquisition and retention targets, channel mix and budget allocation.

• Lead the budget and forecast process for all marketing and commercial spend.

• Monitor business performance and adjust commercial plans to respond to market conditions.

Customer Acquisition

• Oversee the multi-channel acquisition strategy and ensure delivery of new player targets (CPA, volume, ROI).

• Direct channel activity across affiliates, digital advertising (PPC, social, display), SEO and traditional media as relevant to the Philippines market.

• Ensure conversion strategy and tooling are optimised to maximise real-money player activation.

• Oversee integrated campaign planning and execution, maintaining a consistent brand experience across channels.

Customer Retention & CRM

• Oversee the retention strategy and ensure delivery of player retention, reactivation and lifetime value targets.

• Direct the CRM programme: segmentation, automated campaigns, promotions and loyalty initiatives.

• Oversee player yield activity across products and channels, including up-sell and cross-sell.

• Ensure the customer loyalty programme is well-defined, regularly refreshed and commercially effective.

VIP

• Oversee the VIP programme for the Philippines, ensuring high-value customers receive a consistently excellent experience.

• Set VIP KPIs and hold the team accountable for revenue contribution, retention and engagement targets.

• Ensure VIP tiering, benefits and service levels are competitive and aligned with customer expectations in the local market.

Analytics & Insights

• Oversee the analytics and insights function, ensuring the business has the data and reporting it needs to make good commercial decisions.

• Ensure regular, rigorous reporting on acquisition, retention and VIP performance against targets.

• Drive the use of customer data and segmentation to improve campaign targeting and player value.

• Commission market and customer research to inform strategy and product decisions.

Brand & Marketing

• Oversee all brand and marketing activity in the Philippines, ensuring creative output is on-brand and commercially effective.

• Direct the PR and communications strategy for the market.

• Ensure marketing requirements across mobile, web and retail channels are clearly defined and delivered.

Team & Agency Management

• Lead, develop and performance-manage the commercial team in the Philippines.

• Review and manage agency and third-party relationships, ensuring strong ROI from external partners.

• Oversee the marketing technology stack and identify tools that improve acquisition or retention delivery.

The CCO is a senior member of the Philippines leadership team with joint accountability for country P&L alongside the Country CEO. The CCO proactively oversees the planning, development and execution of all marketing and commercial activity: customer acquisition, retention and reactivation across all channels, products and segments, with the goal of achieving profitable growth through strong KPI delivery.

Beyond owning the commercial agenda, the CCO acts as a business and marketing partner to key counterparts across the organisation, working closely with functional leads to ensure the Philippines' multi-channel acquisition and retention strategies are well-defined and consistently delivered.

A core part of the role is establishing and continuously improving the foundations for scalable growth: the right processes, team structure, tools and BI capability to drive acquisition and retain customers across web, mobile and retail. Ownership of the overall customer and brand experience in the Philippines sits with this role.

Key areas of oversight:

• Customer acquisition and conversion, across web, mobile and retail channels

• Customer retention and reactivation: segmentation, player marketing, automated campaigns and promotions

• Brand management: building brand equity and maintaining a consistent customer experience across all channels

• VIP: programme design, service standards and revenue delivery

• Analytics and insight: BI infrastructure, customer intelligence and campaign performance

Number of Direct Reports: up to 10

The Successful Candidate:

Education, experience and length of practice:

• At least 5 years in a senior commercial leadership role, ideally with P&L exposure; 10 years in marketing overall.

• Experience in the Philippines or Southeast Asian market strongly preferred.

• iGaming experience is required, either sports betting or online casino.

• Marketing degree or equivalent qualification preferred.

Qualifications and skills:

• Strong commercial acumen with an understanding of how marketing investment translates to revenue.

• Hands-on knowledge of digital acquisition channels: affiliates, PPC, SEO, social media and programmatic.

• Experience building and running CRM programmes, including segmentation and automated campaigns.

• Data-literate: comfortable interpreting analytics and using data to drive decisions.

• Experience managing agencies and third-party partners.

Work and personality characteristics:

• Collaborative leader who works well with a CEO counterpart and takes shared ownership of outcomes.

• Delivery-focused.

• Commercially curious, with a drive to understand the customer and find new growth opportunities.

• Clear communicator who can present performance and strategy simply and confidently.

• Comfortable with ambiguity and able to make sound decisions with imperfect information.

• Develops people and builds a culture of high performance and accountability. 

Interested?

If the position has caught your attention and you wish to apply, please upload your CV along with your contact info. If you want to know more about the position.

SmartRecruitment.com is our responsible recruitment partner for this position, they are a consultancy firm within recruitment/head-hunting. SmartRecruitment.com support their clients in recruiting iGaming & Crypto experts globally.