Brand Lead - Sweden
We are looking for a Brand Lead to own how our brand is built, expressed, and protected in Sweden. This role carries responsibility for the brand at market level. You will define what the brand stands for in Sweden, how it competes, and how it shows up across ATL channels, all within a highly regulated iGaming environment. You will operate as the authority on the Swedish market, partnering with group brand, marketing, compliance, and external agency teams. Your focus is long-term brand equity, cultural relevance, and sustainable growth, not short-term campaign wins.
- Own the brand strategy for Sweden and be accountable for its success.
- Define and evolve the brand’s positioning, attitude, and role within the Swedish iGaming market.
- Translate global brand strategy into a strong, distinctive local brand expression.
- Act as the final brand authority for all Swedish-facing initiatives.
- Lead long-term brand planning rather than isolated campaign thinking.
- Ensure the brand builds emotional connection and memorability over time.
- Challenge short-term performance thinking that risks brand dilution.
- Own the quality bar for creative work across TV, OOH, radio, and sponsorships.
- Push agencies and internal teams to deliver work that is bold, entertaining, and distinctive.
- Assess creative ideas through a brand equity and cultural relevance lens.
- Own deep, ongoing understanding of the Swedish iGaming landscape.
- Anticipate competitor moves and adjust brand strategy proactively.
- Use competitor insight to sharpen brand positioning and differentiation.
- Provide senior-level market guidance to central stakeholders.
- Own planning and buying of ATL media in Sweden across TV, OOH, radio, and sponsorships.
- Manage media budgets and ensure investment supports long-term brand growth.
- Lead media negotiations and work directly with media owners and buying partners.
- Balance reach, frequency, and creative impact through hands-on media decisions.
- Evaluate media effectiveness through a brand and market lens.
- Ensure media choices reinforce brand stature and credibility.
- Own the intersection of compliance and brand expression in Sweden.
- Ensure all brand activity meets regulatory standards without losing character.
- Act as a partner to legal and compliance teams.
- Protect the brand from reputational risk while maintaining confidence and clarity.
- Act as the primary Swedish market advisor to senior leadership.
- Influence decision-making across brand, product, and growth teams.
- Align central and local stakeholders around a clear brand vision.
- Provide structured, confident recommendations grounded in market reality.
- Own brand governance for the Swedish market.
- Ensure consistency across channels, partners, and agencies.
- Drive continuous improvement of brand guidelines based on real-world learnings.
- Set expectations and standards for all market-facing work.
- Experience in brand leadership, market strategy, or brand management.
- Strong background in iGaming, betting, or regulated entertainment categories.
- Proven experience building brands through ATL advertising.
- Deep understanding of Swedish gambling regulation and advertising standards.
- Confident working with senior stakeholders and agencies.
- Strong point of view on what makes brands famous, trusted, and entertaining.
- Candidates must be located (or willing to relocate to) Malta or Gibraltar or willing to work remotely, strictly from Sweden.
- Private health insurance
- Wellness incentives, including a fitness allowance and mental well-being services
- Flexible national holidays: public holidays mean more time off, choose how and when to enjoy them!
- 2 weeks Work From Anywhere (10 days), increased to 4 weeks (20 days) after longer duration of employment within the Company: explore the world while working remotely
- Gourmet lunches and healthy snacks prepared by our in-house chef
- Variety of discounts from local vendors
- Access to some of the greatest tools and platforms for developing your professional skills and building success within your role
- A range of training courses, known as Casumo College, for continuous learning and growth
- Social events for building strong relationships with colleagues from all across the organisation
- Office lunches - four times per week
At Casumo, we don’t do “ordinary.” We launched in Sweden in 2012 to shake up the online casino world, and we’ve been colouring outside the lines ever since. Today, we’re live across regulated markets under licences from the MGA, Gibraltar, UK, Sweden, and Spain. We’re bold, but we’re also buttoned-up where it counts. Inside the Umoverse, you’ll find thousands of games, a live casino, a slick sportsbook, daily campaigns (we call them Umodays), live leaderboards (Umoboards), and an award-winning app built to make play fast, fun, and seamless. Behind it all? A team of 45+ nationalities spread across Malta, Gibraltar, North Macedonia, Croatia, Spain, and Serbia - curious minds who thrive on creativity and collaboration. Our vision? To create a trusted, responsible gaming environment that transforms everyday moments into lasting memories.