Job Purpose:

The Marketing Manager will be responsible for developing and executing high-impact marketing strategies that drive customer acquisition, engagement, and retention. Working closely with the regional team based in South Africa, the role focuses on growing brand visibility, leading a high-performing local team and managing multi-channel campaigns in line with regulatory and brand guidelines.

Key Responsibilities

Marketing Strategy & Execution:

• Develop and execute a comprehensive marketing strategy tailored for the Kenyan market.
• Design and roll out multi-channel campaigns focused on customer acquisition, reactivation, and retention.
• Align with the South African team on shared goals, best practices, and performance tracking.

Customer Acquisition & Retention:

• Lead acquisition initiatives via PPC, SEO, social media, influencers, affiliates, and programmatic advertising.
• Develop customer segmentation and personalized engagement strategies.
• Build customer journeys and implement loyalty and retention programs to reduce churn.

Brand Management:

• Drive brand awareness and consistency across digital and traditional platforms.
• Collaborate with the design team to ensure high-quality creative output aligned with brand guidelines.
• Uphold a strong brand voice and tone across all campaigns and customer touchpoints.

Team Leadership & Development:

• Lead and mentor a cross-functional team of marketers, designers, and content creators.
• Foster a collaborative and innovative marketing culture.
• Define roles, set clear goals, and oversee performance and career development.

Partnerships & Affiliates:

• Build and manage affiliate and media partnerships to support growth targets.
• Oversee the affiliate program, ensuring partner performance and compliance.
• Coordinate with third-party vendors, influencers, and agencies for effective campaign delivery.

Budgeting & Performance Reporting:

• Manage the marketing budget efficiently, tracking ROI across all channels.
• Prepare regular reports for EXCO and company directors, highlighting KPIs and optimization areas.
• Monitor and analyze market trends and campaign metrics to inform strategy.

Regulatory & Compliance Oversight:

• Ensure all marketing practices comply with advertising regulations and responsible gaming policies.
• Liaise with legal and compliance teams to approve marketing materials and promotions.

Innovation & Market Intelligence:

• Stay current on global and local marketing trends, technologies, and industry developments.
• Continuously test new channels, tools, and approaches to stay ahead of the competition.

Qualifications & Experience:

• Bachelors degree in Marketing, Communications, Business, or related field.
• Minimum 5 years in a senior marketing role, ideally within the betting, gaming, or fintech industries.
• Proven experience leading cross-functional teams and managing large marketing budgets.
• Strong knowledge of digital marketing tools (Google Ads, Meta, CRM, SEO, Analytics, etc.).
• Experience with affiliate and influencer marketing.
• Deep understanding of the Kenyan consumer landscape and regulatory environment.

Key Competencies:

• Strategic thinker with strong analytical skills.
• Creative, innovative, and execution-focused.
• Excellent leadership and communication skills.
• Strong project management and multitasking ability.
• Results-oriented with a passion for customer engagement.