Manager Digital Marketing - Africa
The role involves taking ownership of work that provides a competitive edge, including marketing strategy and planning. This includes developing and implementing end-to-end marketing strategies across multiple regulated African markets. It also involves creating country-specific marketing plans, rollout timelines, and performance targets aligned to business objectives. The role requires identifying new growth opportunities and recommending initiatives that improve acquisition, retention, revenue, and market share. Continuous assessment of market conditions and business performance is needed to refine strategies and drive results.
Performance marketing and customer acquisition are key aspects, involving leading and optimising performance marketing channels such as Paid Search, Paid Social, and Programmatic Media. The aim is to drive sustainable customer acquisition while maximising return on investment and customer lifetime value. Effective management of media budgets is essential, ensuring optimal channel allocation and cost efficiencies. Monitoring acquisition performance and implementing data-driven improvements across the customer journey is also a core responsibility.
Marketing operations and channel management include overseeing marketing operations for seamless execution across all customer touchpoints. Partnering with the Marketing Operations and Channels team is crucial to ensure brand consistency and compliance with brand guidelines. Coordinating channel owners and stakeholders to execute integrated campaigns effectively is also part of the role. Ensuring operational excellence across all marketing systems, processes, and reporting frameworks is vital.
Customer lifecycle and retention involve collaborating with CRM teams to develop customer retention strategies, segmentation frameworks, and personalised messaging. Support for initiatives focused on player engagement, customer experience, VIP management, and loyalty programmes is required. Developing offers and promotional strategies designed to increase player value and retention is also a responsibility.
Analytics, insights, and reporting require utilising analytics, attribution modelling, forecasting, and performance measurement to support decision-making. Delivering regular reporting on marketing spend, campaign effectiveness, acquisition performance, and ROI is necessary. Monitoring competitor activities, market trends, and customer behaviours to identify opportunities and risks is also part of the role. Leveraging insights to continuously improve conversion funnels from registration through active player engagement is key.
Stakeholder and partner management involves building strong relationships with internal teams including Product, Business Intelligence, Compliance, Commercial, Creative, CRM, Media, Social Media, PR, Sponsorships, and Activations teams. Managing relationships with agencies, media partners, and external vendors to ensure delivery of agreed objectives is also required. Negotiating and managing strategic partnerships that enhance reach, efficiency, and brand presence is part of the role.
Compliance and governance ensure all marketing activities comply with local regulatory requirements, responsible gaming standards, KYC requirements, and platform advertising policies. Maintaining governance and controls across marketing initiatives and campaigns in all regulated markets is essential. This list covers core responsibilities, with room to stretch, explore, and take on new challenges as the company grows.
- Develop and implement end-to-end marketing strategies across multiple regulated African markets.
- Create country-specific marketing plans, rollout timelines, and performance targets aligned to business objectives.
- Identify new growth opportunities and recommend initiatives that improve acquisition, retention, revenue, and market share.
- Continuously assess market conditions and business performance to refine strategies and drive results.
- Lead and optimise performance marketing channels, including Paid Search, Paid Social and Programmatic Media.
- Drive sustainable customer acquisition while maximising return on investment and customer lifetime value.
- Manage media budgets effectively, ensuring optimal channel allocation and cost efficiencies.
- Monitor acquisition performance and implement data-driven improvements across the customer journey.
- Oversee marketing operations to ensure seamless execution across all customer touchpoints.
- Partner with the Marketing Operations and Channels team to ensure brand consistency and compliance with brand guidelines.
- Coordinate channel owners and stakeholders to execute integrated campaigns effectively.
- Ensure operational excellence across all marketing systems, processes, and reporting frameworks.
- Collaborate with CRM teams to develop customer retention strategies, segmentation frameworks, and personalised messaging.
- Support initiatives focused on player engagement, customer experience, VIP management, and loyalty programmes.
- Develop offers and promotional strategies designed to increase player value and retention.
- Utilise analytics, attribution modelling, forecasting, and performance measurement to support decision-making.
- Deliver regular reporting on marketing spend, campaign effectiveness, acquisition performance, and ROI.
- Monitor competitor activities, market trends, and customer behaviours to identify opportunities and risks.
- Leverage insights to continuously improve conversion funnels from registration through active player engagement.
- Build strong relationships with internal teams including Product, Business Intelligence, Compliance, Commercial, Creative, CRM, Media, Social Media, PR, Sponsorships, and Activations teams.
- Manage relationships with agencies, media partners, and external vendors to ensure delivery of agreed objectives.
- Negotiate and manage strategic partnerships that enhance reach, efficiency, and brand presence.
- Ensure all marketing activities comply with local regulatory requirements, responsible gaming standards, KYC requirements, and platform advertising policies.
- Maintain governance and controls across marketing initiatives and campaigns in all regulated markets.
- Bachelor’s degree in marketing, Business, Commerce, or a related field (required).
- 7+ years' experience in marketing, performance marketing, digital marketing, or marketing operations (required).
- 3+ years' experience leading marketing teams and managing cross-functional stakeholders (required).
- Experience operating across multiple countries or markets (required).
- Advanced knowledge of customer acquisition, retention, segmentation, and customer lifecycle management (required).
- Strong experience with analytics, attribution modelling, digital media platforms, and marketing performance reporting (required).
- Clear, confident communication skills, both written and verbal (required).
- Strong stakeholder management and influencing skills (required).
- Exceptional organisational and project management capabilities (required).
- Strong commercial acumen with a results-driven mindset (required).
- Excellent analytical, reporting, and decision-making skills (required).
- Ability to manage multiple priorities in a fast-paced environment (required).
- High attention to detail and commitment to quality (required).
- Adaptability and resilience within evolving business environments (required).
- Proven leadership experience managing cross-functional marketing teams (required).
- Strong understanding of digital marketing channels and marketing technologies (required).
- Experience managing significant marketing budgets and optimising ROI (required).
- Ability to leverage data and customer insights to drive business outcomes (required).
- Experience within online gaming, sports betting, casino, fintech, e-commerce, or other highly regulated industries (nice-to-have).
- Strong understanding of player acquisition and retention strategies (nice-to-have).
- Knowledge of gambling regulations and compliance requirements across African markets (nice-to-have).
- Experience with marketing automation platforms and CRM technologies (nice-to-have).
- Experience with customer lifetime value modelling and forecasting (nice-to-have).
- Proven track record of scaling growth across emerging markets (nice-to-have).
Betway Africa is the African arm of Betway, the sports-betting and online-casino brand owned by Super Group (SGHC), a holding company listed on the New York Stock Exchange. Operating since 2006, it delivers sports betting and casino products - including the Jackpot City, Lucky Nugget and Ruby Fortune brands - across markets such as South Africa, Ghana, Nigeria, Zambia, Tanzania, Malawi and Mozambique. The division employs more than 1,000 people, with offices in Johannesburg and Cape Town. It covers functions spanning marketing, technology, finance and customer care for Betway's African operations.