Location: Onsite, Philippines

About the Role:

The Marketing Head is responsible for leading the overall marketing strategy, execution, and performance of the company's iGaming brands. This role drives customer acquisition, brand awareness, player engagement, retention, and revenue growth while ensuring all marketing initiatives comply with applicable regulatory requirements and responsible gaming standards.

Job Responsibilities:

A. Marketing Strategy & Leadership

• Develop and execute the company's overall marketing strategy aligned with business objectives and revenue targets.

• Build annual and quarterly marketing plans, budgets, and performance roadmaps.

• Lead, mentor, and develop marketing managers and specialists across all marketing functions.

• Establish marketing KPIs and ensure all teams achieve acquisition, engagement, retention, and ROI targets.

• Identify new market opportunities, customer segments, and growth initiatives.

• Present marketing performance, forecasts, and strategic recommendations to senior management.

• Foster a high-performance, collaborative, and data-driven marketing culture.

B. Branding & Partnerships

Oversee all initiatives related to brand development, positioning, and strategic partnerships.

Responsibilities include:

• Develop and maintain a consistent brand identity across all online and offline channels.

• Create brand positioning strategies to strengthen market presence and competitiveness.

• Manage brand campaigns, product launches, sponsorships, and promotional events.

• Build and maintain partnerships with affiliates, influencers, media agencies, gaming communities, and strategic business partners.

• Lead public relations initiatives and reputation management.

• Ensure all marketing materials comply with regulatory requirements and brand guidelines.

• Monitor brand health, awareness, customer perception, and competitor positioning.

C. Growth Marketing

Lead all customer acquisition initiatives focused on scalable and measurable growth.

Responsibilities include:

• Develop acquisition strategies across digital marketing channels.

• Lead the development and execution of paid media strategies across digital channels to support business growth and marketing objectives.

• Oversee SEO, ASO, SEM, content marketing, and website optimization.

• Optimize conversion funnels and landing pages.

• Drive user acquisition through affiliates, partnerships, influencers, and referral programs.

• Analyze campaign performance using data analytics tools.

• Optimize marketing spend and customer acquisition cost (CAC).

• Conduct A/B testing and experimentation to improve campaign performance.

• Monitor competitor marketing activities and industry trends.

D. Lifecycle Marketing (CRM & Retention)

Lead customer engagement initiatives that maximize player lifetime value.

Responsibilities include:

• Develop CRM strategies focused on retention and player loyalty.

• Design customer lifecycle journeys from onboarding to reactivation.

• Manage segmentation strategies using customer behavior and data analytics.

• Oversee the planning, execution, and optimization of customer promotions, loyalty initiatives, and engagement campaigns to drive customer acquisition, retention, and lifetime value.

• Improve customer engagement, retention rate, and reactivation performance.

• Work closely with Customer Support to enhance player experience.

• Continuously optimize player lifecycle through data insights.

E. Performance Analytics & Business Intelligence

• Monitor and analyze overall marketing performance.

• Develop executive dashboards and performance reports.

• Develop and present regular marketing performance reports and insights to support strategic decision-making and business objectives.

• Make data-driven recommendations to improve marketing effectiveness.

• Utilize analytics tools including Google Analytics, CRM platforms, attribution tools, and BI dashboards.

F. Budget & Vendor Management

• Develop and manage the annual marketing budget.

• Allocate resources effectively across marketing channels.

• Evaluate ROI of all campaigns and initiatives.

• Manage relationships with agencies, media partners, affiliates, technology providers, and marketing vendors.

• Negotiate contracts and ensure cost efficiency.

G. Cross-Functional Collaboration

• Partner with Product and Operations teams on product launches and campaign execution.

• Coordinate with Compliance and Legal teams to ensure regulatory adherence.

• Work with Finance to monitor marketing budgets and campaign profitability.

• Collaborate with Technology teams on CRM systems, tracking, and automation.

• Support Executive Management with strategic marketing insights.

H. Regulatory Compliance

• Ensure all marketing campaigns comply with PAGCOR regulations and company policies.

• Promote responsible gaming across all customer communications.

• Review marketing materials for legal and regulatory compliance.

• Stay updated on gaming regulations, advertising standards, and industry best practices.

The Successful Candidate:

• Bachelor's Degree in Marketing, Business Administration, Communications, Advertising, or a related field.

• Master's Degree is an advantage.

• Minimum 7–10 years of progressive marketing experience.

• At least 5 years in a leadership or managerial role overseeing multiple marketing functions.

• Experience in the iGaming, online gaming, sportsbook, fintech, e-commerce, or digital consumer industries mandatory.

• Proven experience managing high-performing marketing teams and large-scale digital campaigns.

• Demonstrated success managing multi-million Philippine Peso (PHP) marketing budgets, optimizing for high-yield localized channels and key local payment integrations

• Proven track record of executing successful marketing strategies specifically targeting the Philippines market, with a deep understanding of local player behaviors, preferences, and cultural nuances.

• Advanced Analytics Capability: Expert command of commercial data interpretation and business intelligence tools (e.g., Tableau, PowerBI, Google Analytics) coupled with an advanced understanding of database structures and marketing attribution models.

• MarTech Proficiency: Hands-on experience with modern CRM and automation suites (e.g., Optimove, Braze, Salesforce), attribution tools, and web/app analytics platforms.

• Leadership Style: Exceptional cross-functional collaborator who can act as the bridge between business intelligence, technical infrastructure, local payment product development, and creative execution in a high-energy, onsite collaborative workspace

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.