Job Description

Company Description
We are a top-tier iGaming and Sportsbook operator based in Cape Town.
Our aim is to deliver a world-class betting experience by providing professional and friendly service, delivered on a state-of-the-art platform. We are a dynamic and experienced team in an exciting company looking for passionate people to join us. Do you thrive in a fast-paced environment and want to be part of a motivated team? Then this is for you!

As the Head of Marketing for LulaBet, you will be responsible for the end-to-end execution of an established betting brand into the highly competitive and dynamic Pan-African landscape. Your ability to translate the brand vision into a comprehensive marketing strategy will be key to our success.
This role requires a talented, data-driven, and empathetic leader who knows how to get the best out of a small, specialized team in a hyper-scaling business.
Key Responsibilities
Here is what you will be doing:

• Design and execute a fully integrated Marketing Strategy aligned to stakeholder expectations and commercial targets.
• Creation and operation of an omni-channel social media presence.
• Support the Head of Retention with best-in-class retention practices through the customer lifecycle including promotions, offers, communications, and customer service.
• Map and develop all acquisition funnels utilizing detailed customer journeys.
• Ensure all content is optimized for organic reach (SEO & ASO).
• Manage the end-to-end content creation and deployment cycle across all channels.
• Analyse and optimize the CX/UX based on data and feedback insights.
• Maintain a clear view of product performance and placement; recommend and execute optimizations.
• Manage and attribute the marketing budget across all channels and report on ROI.
• Manage a best-in-class partner and affiliate program; actively develop and grow the partner network.
• Manage all internal and agency SEO activities.
• Develop the paid media strategy and manage agency execution and performance.
• Continuously analyse key data against KPIs: industry trends, ATL performance, player data, product performance, service levels, lifecycle campaigns and optimize the marketing strategy accordingly.
• Lead, mentor, and grow the marketing team.
• Liaise with the Western Cape Gambling Board on all approval processes.
• Oversee CRM strategy and ensure effective personalization, segmentation, and automated marketing campaigns.
• Drive brand positioning and differentiation across Pan-African markets, ensuring cultural relevance and market fit.
• Develop and manage strategic sponsorships, partnerships, and events to increase brand visibility and engagement.
• Collaborate closely with Product, Trading, and Operations teams to ensure marketing strategies align with product roadmaps and player needs.
• Establish strong marketing compliance practices in line with gaming regulations, advertising standards, and data protection laws.
• Reporting to management on marketing performance, insights, and growth opportunities.

Qualifications

• Bachelor's Degree in a related field.
• 5+ years' experience in a senior marketing role, preferably in iGaming, sports betting, or e-commerce.
• Proven knowledge and experience in digital marketing and data-driven growth.
• Sound management, communication, and negotiation skills.
• Ability to prepare, understand, and analyse business strategies, financial statements, and business plans.
• High level of numeracy and data analysis skills.
• Ability to work independently and self-direct.
• Passion for sports and igaming.
• Knowledge and experience in applicable gaming regulations, POPIA, FIC, and compliance requirements.
• Experience in affiliate marketing and partner programs.
• Prior experience in e-commerce and/or performance marketing.
• Proficiency in analytics platforms.

Additional Information
Why Join Us?

• Competitive Packages: We offer a comprehensive benefits package, competitive salary, and opportunities for career advancement within a fast-growing industry.
• Collaborative Work Environment: You'll join a diverse team of professionals who are passionate about innovation and customer engagement.
• Challenging and Rewarding Work: Every day brings new challenges and opportunities to make a meaningful impact in a forward-thinking company.

If you're ready to build something great and make a difference in a company that values innovation, apply today and join us in redefining the gaming experience!
This is an in-office role in Cape Town.

Skills Required