Marketing Lead

Job Description

As a Marketing Lead, this role is responsible for evolving our acquisition and retention campaigns that have a direct impact on player retention, reactivation and multi-product engagement. You'll focus on developing and delivering personalised, engaging loyalty initiatives that maximise player retention.

This role plays an important part in shaping and executing a strategy that ensures players receive relevant rewards and incentives at key lifecycle moments. Working collaboratively with cross-functional teams including CRM, Acquisition, Product and Performance, this position delivers data-led campaigns that drive engagement, loyalty and free game adoption across the tombola offering.

What you’ll be doing

• Evolving Free Game strategy
  Lead the ongoing development of the Free Game strategy by analysing player data and identifying the most effective use of free games across lifecycle stages. Ensure initiatives support engagement, retention and return on investment.

• Driving retention and loyalty campaigns
  Develop and deliver campaigns that reward long-term engagement. Work closely with CRM, Commercial and Performance teams to provide relevant, timely incentives that encourage continued play.

• Experimenting and optimising
  Use A/B testing and other experimentation methods to continuously improve loyalty campaigns, free game offers and retention strategies. Apply insights to refine and enhance performance.

• Using data to inform decisions
  Leverage player behaviour and analytics to shape campaign strategies, ensuring initiatives are tailored to specific segments and lifecycle stages.

• Tracking performance
  Own the measurement, reporting and analysis of key performance indicators, including retention across lifecycle stages, value bands and return on promotional spend. Share insights and recommendations with stakeholders.

• Engaging stakeholders
  Communicate campaign performance, insights and recommendations clearly to stakeholders. Champion loyalty and lifecycle initiatives, ensuring alignment with broader business goals.

What we’re looking for

• Experience in lifecycle marketing
  Proven experience within online gambling, gaming or e-commerce, with a strong understanding of retention, reactivation and loyalty strategies.

• Strong analytical thinking
  Ability to interpret player behaviour and translate insights into effective, data-led strategies.

• Free game or bonus strategy experience
  Experience developing and optimising promotional or bonus mechanics that support engagement and retention.

• Data-led decision making
  Confidence using data and analytics tools to inform decisions and improve campaign performance.

• Testing and experimentation
  Experience running A/B tests and structured experiments to optimise campaigns and customer journeys.

• Collaborative approach
  Comfortable working cross-functionally to align on priorities and deliver consistent, high-quality outcomes.

• Project management skills
  Ability to manage multiple campaigns and initiatives, balancing pace with attention to detail.

• Clear communication
  Strong written and verbal communication skills, with the ability to present data and insights in a straightforward, compelling way.

• Industry awareness
  Good understanding of the online gambling landscape, including player behaviour and emerging trends.

• Problem solving
  A proactive approach to identifying challenges and developing thoughtful, data-driven solutions.