Purpose of the role:
Responsible for the planning and development of acquisition marketing strategies and activities for Heart Bingo brand.
- Management of the key paid and non-paid acquisition channels and platforms
- Planning, forecasting, and analysis of performance marketing and organic campaigns
- Managing relationships with in-house Digital Marketing and Engagement teams to deliver on Heart Bingo’s acquisition strategy
- Creation and coordination of offers for various channels
- Management of the team to achieve desired acquisition KPIs.
Key Responsibilities / Duties:
- Accountable for the design, delivery, and management of acquisition campaigns
- Performance ownership for acquisition channels
- Working closely with Digital Marketing team and delegating PPC, Display, and Organic activities to achieve Heart Bingo acquisition goals.
- Identification of acquisition growth areas across both Bingo and Casino products
- Manage campaign expenses, stay on budget, estimate monthly costs, and reconcile discrepancies
- Adding innovative thinking and optimisation to the channels and campaigns' performance
- Responsible for acquisition marketing activity analysis and reporting
- Work closely with the central creative team on the creation and delivery of assets
- Work closely with the BI team to ensure proper tracking and reporting is in place
- Collaborate with Retention & Engagement teams to create cross-channel campaigns
- Ensure that the acquisition activities are following the ASA compliance guidelines
- Providing strategic recommendations to improve the brand revenue contribution
- Working closely with the marketing product team to increase conversion rates.
- Identification and strategic recommendations towards new media purchases and data-driven testing.
- Working closely with the digital marketing team to support the technical side of acquisition activity.
Person Specification, Skills, Experience & Qualifications:
- Strong experience working within an acquisition channel
- Experience in delegating marketing activity and empowering teams to achieve results
- Strong hands-on experience in PPC and Paid Social (preferably across the agency as well as on the client/business side).
- Experience in managing teams as well as working with other key stakeholders and departments within the organisation.
- Understanding AIDA acquisition marketing model
- Demonstrated ability to develop, plan and execute display, affiliate & programmatic activities with direct partners as well as through 3rd parties.
- Proven experience in hands-on management of tools across Google, Facebook, Apple Search Ads, Bing Ads, and Twitter.
- Experience in managing ASO and Paid Apps traffic
- Demonstrated ability to develop, plan and execute display activities with direct partners as well as through 3rd parties.
- Ensuring the best practices are adhered to with regards to SEM account structure, campaign setup, and optimisation
- Experience in tracking micro and, across commercial KPIs (e.g., Conv., CPAs, ROI)
- Proven experience in whitelisting, setting up, and growing new platforms.
- Proven and strong understanding of current practices in digital marketing, social media, cross-device marketing, prospecting, look-alike targeting, retargeting, and remarketing.
- Proven ability to examine data with the use of tools such as Excel (Power BI is a plus)
- Commercially focused approach to channel strategy and management
- Excellent communication verbal and written communication skills
- Ability to work independently as well as in a team
- Experience in the gambling industry will be a strong advantage.
- Degree in Marketing Business, Communication, or related discipline desirable