As the Head of Marketing for LulaBet, you will be responsible for the end-to-end execution of an established betting brand into the highly competitive and dynamic Pan-African landscape. Your ability to translate the brand vision into a comprehensive marketing strategy will be key to our success.This role requires a talented, data-driven, and empathetic leader who knows how to get the best out of a small, specialized team in a hyper-scaling business.Key ResponsibilitiesHere is what you will be doing:Design and execute a fully integrated Marketing Strategy aligned to stakeholder expectations and commercial targets.Creation and operation of an omni-channel social media presence.Support the Head of Retention with best-in-class retention practices through the customer lifecycle including promotions, offers, communications, and customer service.Map and develop all acquisition funnels utilizing detailed customer journeys.Ensure all content is optimized for organic reach (SEO & ASO).Manage the end-to-end content creation and deployment cycle across all channels.Analyse and optimize the CX/UX based on data and feedback insights.Maintain a clear view of product performance and placement; recommend and execute optimizations.Manage and attribute the marketing budget across all channels and report on ROI.Manage a best-in-class partner and affiliate program; actively develop and grow the partner network.Manage all internal and agency SEO activities.Develop the paid media strategy and manage agency execution and performance.Continuously analyse key data against KPIs: industry trends, ATL performance, player data, product performance, service levels, lifecycle campaigns and optimize the marketing strategy accordingly.Lead, mentor, and grow the marketing team.Liaise with the Western Cape Gambling Board on all approval processes.Oversee CRM strategy and ensure effective personalization, segmentation, and automated marketing campaigns.Drive brand positioning and differentiation across Pan-African markets, ensuring cultural relevance and market fit.Develop and manage strategic sponsorships, partnerships, and events to increase brand visibility and engagement.Collaborate closely with Product, Trading, and Operations teams to ensure marketing strategies align with product roadmaps and player needs.Establish strong marketing compliance practices in line with gaming regulations, advertising standards, and data protection laws.Reporting to management on marketing performance, insights, and growth opportunities.
