Digital Marketing Manager

3 weeks ago

United Kingdom Kindred Group plc Full time

The role

As the UK Digital Marketing Manager you will be responsible for the UK Digital P&L, forecasting and managing the digital investment plan, as well as, developing, driving and delivering the digital strategy for the UK market. You will oversee digital media activation across both upper and lower funnel channels, through your direct reports and virtual team. You will demonstrate a sound knowledge of ROI measurement and payback reporting and will use key insights to shape, optimise and develop campaign tactics.

You will help instill a culture of nurturing and developing player value that ensures we are delivering effective and efficient marketing investment and building a sustainable revenue base.

As a listed and regulated company, Kindred Group pays great attention to player safety and sustainability. Our purpose is to transform gambling by being a trusted source of entertainment that contributes positively to society. Our goal is that 0% of revenue is derived from harmful gambling.

What you will do

  • Develop the digital marketing strategy across all platforms for the Kindred Group in UK, including acquisition and initial user journey
  • Work with the Head of Marketing and Head of Acquisition to budget and forecast UK digital marketing spend and profit expectations
  • Oversee strategy across PPC/SEO/Strategic Affiliates/Programmatic Display/Social/App Search & Ad Network (App) growth
  • Responsible for cross-channel reporting on a weekly, monthly and quarterly basis
  • Set and optimise the acquisition bonus strategy for the UK Market for all channels. You will be the main point of contact with the Central Teams to optimise spend in all areas and successfully execute the UK Marketing Strategy across all digital platforms
  • Work with the Central teams to ensure correct tracking and attribution for UK activity
  • Set and optimise the paid local distribution strategy for upper funnel “branded content”
  • Responsible for coordinating all aspects of marketing planning, including CRM, Brand and non-Digital, and provide key information to relevant teams
  • Activate the digital element of all sponsorships through select partners and help source and evaluate potential digital partners
  • Drive digital content, which includes landing pages and banner ads from central teams and ensure correct localisation
  • Media buying, optimisationand value based ROI reporting across acquisition channels, using all available reports and tools to inform and drive the strategy
  • Activation of digital brand campaigns and alignment of KPIs with above the line media (reach/frequency)
  • Cross channel media buying support on 32Red – onboarding of new partners to deliver against targets
  • Support on strategic quarterly planning
  • Support in stakeholder management across key strategic affiliates, agencies, suppliers and internal business functions
  • Play an active role in bonus abuse identification, mitigation and management
  • Conversion optimisation – working with stakeholders to drive full-funnel efficiencies in digital media
  • Support on ad-tech advancements to be best in class
  • Keep abreast of the latest digital trends in the marketplace
  • Review management (Trustpilot/iOS/Google Play Store)
  • Create a strong, ambitious and performance-oriented team culture

How will success be measured in this role

  • Value and volume of new customers
  • Total revenue versus target
  • Total gross contribution versus target and UK EBITDA
  • Marketing efficiency
  • Brand share of search againstcompetitor set
  • Maintaining compliance with all relevant training and other compliance activities in order to support the delivery for sustainable and responsible growth
  • Acting in line with Kindred's values

Your experience

  • Strong experience within digital marketing
  • Experience in actively managing digital campaigns including biddable media
  • Exposure to large marketing budgets into the tens of millions
  • Previous management experience would be a plus
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