Regional Head of Marketing

Accountabilities

• Develop regional marketing strategy: Define and execute a comprehensive marketing plan for the CIS region, ensuring alignment with global business objectives while adapting initiatives to local market conditions and player behavior.
• Identify market opportunities: Assess and prioritize regional markets by analyzing player segments, competitors, acquisition channels, commercial potential, and emerging industry trends.
• Drive user acquisition and growth: Lead initiatives to increase player acquisition, retention, and brand awareness by identifying effective marketing channels, testing campaigns, and scaling successful strategies.
• Manage marketing budgets and resources: Recommend regional marketing budgets, recruitment priorities, and resource allocation based on business objectives, acquisition targets, and expected returns.
• Optimize acquisition performance: Work closely with central paid media, affiliate, agent, and partnership teams to establish regional priorities and grow a high-quality player base.
• Build brand awareness and community engagement: Lead regional brand initiatives across social media, online communities, public relations, events, sponsorships, and other relevant channels.
• Develop localized campaigns and promotions: Design regional promotions, poker tournaments, and casino campaigns tailored to local player preferences, cultural expectations, and time zones.
• Oversee localization strategies: Adapt marketing messaging, creative content, promotional activities, and community communications to ensure strong local relevance and engagement.
• Strengthen player experience: Collaborate with CRM, VIP, and Customer Service teams to localize player journeys, improve communication, and enhance the overall customer experience.
• Build strategic partnerships: Leverage regional networks to identify and develop relationships with affiliates, agents, content creators, poker communities, commercial partners, and marketing talent.
• Develop regional capabilities: Build and lead a lean regional marketing team while recruiting specialists in collaboration with central departments and scaling resources as performance grows.
• Monitor and report performance: Track regional marketing results, acquisition economics, competitor activity, and market developments, providing actionable insights to inform global strategy and business decisions.

Requirements

• Senior industry experience: Significant experience in senior marketing positions within online poker, casino, iGaming, or related online gaming industries, with deep knowledge of at least one key CIS market.
• Regional market expertise: Strong understanding of CIS market dynamics, consumer behavior, competitive landscapes, local marketing channels, and the commercial opportunities within the region.
• Proven growth track record: Demonstrated success in scaling user acquisition, increasing brand awareness, and delivering measurable marketing results across regional markets.
• Strategic and commercial judgment: Ability to evaluate complex or emerging markets, identify promising opportunities, and develop effective strategies in dynamic business environments.
• Budget and resource management: Experience building business cases for marketing investment and headcount, allocating budgets effectively, and aligning spending with acquisition and growth targets.
• Acquisition economics expertise: Strong understanding of key performance metrics and commercial models, including Customer Acquisition Cost (CAC), Lifetime Value (LTV), cohort analysis, revenue share, and Cost Per Acquisition (CPA).
• Established regional network: Existing relationships with CIS-based poker affiliates, agents, content creators, marketing professionals, and industry partners, with a proven ability to turn these connections into measurable business results.
• Team leadership: Experience building and managing marketing teams, recruiting regional talent, and leading cross-functional initiatives in collaboration with centralized departments.
• Commercial negotiation skills: Familiarity with negotiating and managing affiliate and partnership agreements, including CPA, revenue share, hybrid, and flat-fee commercial arrangements.
• Language proficiency: Native-level fluency in at least one key CIS market language, with professional proficiency in English. Russian and English fluency, both written and spoken, is particularly relevant.
• Adaptability and ownership: Strong organizational and communication skills, with the ability to operate independently, manage multiple priorities, and deliver results in a fully remote, international environment.