Chief Marketing Officer

BettingJobs is working with a well established iGaming group seeking a CMO to spearhead activities for a new sportsbook operator venture.

Key Responsibilities:

Acquisition & Performance Marketing

• Own the full acquisition P&L across PPC, programmatic/media, affiliates, and influencer - set CPA/ROAS/LTV targets by market and channel.
• Build and scale paid search and paid social programs across grey and regulated markets, navigating platform restrictions specific to gambling advertising (Google, Meta, TikTok, native, and local ad networks).
• Direct media buying strategy across programmatic, direct publisher deals, and local market media to maximise reach and efficiency where mainstream ad platforms are restricted.

Affiliate & Partnerships

• Lead and scale the affiliate program - commercial structuring, top-partner relationships, sub-affiliate networks, and CPA/rev-share/hybrid deal design.
• Leverage and expand the Groups existing casino affiliate relationships into the new sportsbook vertical, while building out sportsbook-specific affiliate partnerships from scratch.
• Own sponsorship strategy - team, league, streamer, and event partnerships that build credibility and reach in target grey markets.

Brand & Influencer

• Define brand positioning, identity, and tone for a new entrant competing against established local and international operators.
• Build an influencer and creator strategy suited to sports betting and casino audiences, including regional/local talent in priority grey markets.
• Ensure brand and creative output is compliant and locally resonant across multiple jurisdictions, languages, and cultural contexts simultaneously.

Grey Market Expansion

• Identify and prioritise grey-market opportunities in partnership with legal/compliance, balancing growth ambition against regulatory and reputational risk.
• Adapt acquisition, payments messaging, and brand approach market by market - grey-market growth playbooks differ materially from regulated-market playbooks.

Leadership & Reporting

• Build and lead a multi-disciplinary marketing team (performance, affiliates, brand, content, media, sponsorship, influencer).
• Own the marketing budget and report on CAC, LTV, payback period, channel mix, and market-level P&L to the Board.

Experience:

• 10+ years in marketing leadership roles within online sports betting and/or online casino, with a demonstrable track record of scaling acquisition in grey or emerging markets.
• Proven ownership of PPC, media/programmatic, affiliates, influencer, brand, and sponsorship - a genuine full-funnel operator, not a single-channel specialist.
• Track record building and leading marketing teams of meaningful scale (10+ direct/indirect reports).
• Experience launching a new brand or market entry, ideally within a multi-brand group structure.
• Fiat-first performance marketing expertise is essential; working knowledge of crypto payments and crypto-curious audiences is a strong plus, not a prerequisite.
• Comfortable operating in grey-market environments - understands the commercial upside and the regulatory/reputational trade-offs and knows how to work within a defined risk appetite.