Head of Marketing

II. Duties and 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.

III. Qualifications

Education

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

• Master's Degree is an advantage.

Experience

• 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 is highly preferred.

• 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.

Skills & Competencies

• 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.