Head of Paid Search

3 weeks ago

London, United Kingdom Skillonnet Full time

**Head of Paid Search - London, UK base**

We are SkillOnNet, leading the iGaming industry by providing our customers with the most entertaining and trustworthy experience possible. We are home to more than 30 well-known brands across the globe, including PlayOJO, DruckGluck, BacanaPlay, Genting, and many more. We are committed to long-term development and sustainability, and we are trying to revolutionise our industry for the benefit of our players, ourselves, and the entertainment industry as a whole.

We are looking for someone who has a proven track record in leading performance marketing (specialising in paid search) at a high level. This person will find themselves working closely with internal teams as well as directly with platforms to ensure best-in-class paid search campaigns in extremely crowded markets. As well as being an expert in performance marketing, we are looking for someone with strong leadership qualities who can build and develop a team and is comfortable managing and motivating a team for success. You will report to the Head of Digital but will act as an internal agency to digital managers and country managers.

**Responsibilities include**:

- strategies for the in-housed markets
- Lead the budgeting, forecasting and reforecasting processes for the in-housed activity by presenting media plans to the relevant digital managers, Head of Digital, the CMO, the CEO and the relevant Country Managers for approval
- Build a digital/performance centre of excellence which can support all local markets (both strategic and non-strategic)
- Liaise with the in-house ‘delivery’ team on the successful implementation of the approved media plans and reporting back on monthly basis by reviewing the forecasted vs. actuals performance
- Replace external agencies with in house performance capability
- Improve in house strategic, delivery and optimisation of performance marketing capabilities
- Deliver and execute monthly, quarterly and annual marketing plans for Google/Bing/ASA and UAC campaigns together with the in-house ‘delivery’ team across the in-housed markets
- Manage successfully the ongoing performance/optimization and weekly/monthly reporting of the above campaigns to the relevant stakeholder, to ensure the company hits the annual targets for each channel and geo
- Proceed with daily/weekly/monthly auditing of the in-housed campaigns by supplying feedback on improvements to channel managers of the in-housed activity and reporting back to the Head of Digital, CMO and CEO on performance updates
- Identify and test new channels outside of our existing marketing mix to add scale to the performance plans - this includes the development of test plans
- Work with the Marketing Analytics and BI teams to identify and provide evidence on assisted conversions across all relevant platforms
- Work with the Head of Digital and CMO to build and get approved a migration plan for the in-housing of more markets and channels across 2023/2024
- Mentor and develop your team of direct reports, ensuring they are correctly trained in tech and platform developments in order to evolve and scale the channels successfully.
- Work with the Marketing Analytics and BI teams to identify profitable customer segments and develop performance strategies to target those segments across relevant performance channels
- Identify opportunities for increased automation and efficiency through increased and more automated technical solutions
- Work closely with BI and the marketing analytics teams to identify cost saving opportunities
- Develop and evolve campaign tracking and measurement systems to ensure we understand the performance of our campaigns accurately Reduce overall marketing spend (via agency commissions and lower CPAs), leading to increased marketing to NGR ratio

**What we are looking for**:

- Minimum 8 years' experience in marketing performance (specializing in paid search campaigns/desktop and mobile), data science or related field
- Experience in the gaming industry is beneficial but not required
- Experience across all performance marketing platforms
- Experience in forecasting
- Experience in building and maintaining a performance marketing team
- Expert understanding of digital tracking, measurement, and reporting tools
- Excellent written and verbal communication skills
- Teamworking skills - the ability to build relationships internally and externally, with experience working across multiple countries is also beneficial
- Strong team building and management approach - the ability to win over, manage and motivate senior performance marketing professionals, to ensure they deliver results
- Strong organizational skills and experience of balancing multiple projects simultaneously
- Strong understanding of current online marketing concepts, strategy, and best practice
- Must be at the cutting edge of search innovation with an awareness of platform changes, ideally with nurtured contacts already within Apple, Face

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