Better Media Ltd
Head of Performance Marketing & Traffic Acquisition (iGaming)
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Location
Remote (UK preferred) with occasional travel across the UK and Europe.
Why Join Us?
We're a high-growth, multi-channel iGaming affiliate business operating with the pace and innovation of a startup, backed by decades of industry expertise. Over the past few years, we've experienced significant growth and are now entering the next phase of our expansion. Through our portfolio of proprietary websites, mobile applications, social channels and market-leading affiliate technology, we help Tier 1 operators acquire and retain customers at scale.
This is an opportunity to take ownership of our entire performance marketing function, working directly with the business owner to shape and execute the next stage of our growth strategy. You'll have the autonomy to develop new acquisition channels, optimise existing marketing performance and build a scalable acquisition engine across multiple markets.
About the Role
We are seeking an experienced Head of Performance Marketing & Traffic Acquisition to lead the strategic direction and day-to-day management of our customer acquisition function.
Reporting directly to the Business Owner, you will have full accountability for developing, executing and optimising our performance marketing strategy across all acquisition channels. This includes ownership of Affiliate Marketing, PPC, CRM, Paid Media, Media Buying, Influencer Marketing, App Acquisition and the continual identification of new traffic opportunities.
This is a commercially focused position that combines strategic planning with hands-on execution. You will oversee marketing performance, budgets, reporting, partner relationships and channel optimisation while ensuring every acquisition channel delivers profitable, scalable growth.
As the business continues to expand, you will play a key role in developing processes, mentoring team members and helping build a best-in-class marketing function.
Key Responsibilities
Strategic Marketing Leadership
- Own and deliver the company's customer acquisition strategy across all paid and partnership marketing channels.
- Work directly with the Business Owner to define marketing strategy.
- Take full responsibility for marketing performance, ensuring every acquisition channel contributes towards profitable business growth.
- Continuously review market trends, competitor activity and emerging technologies to identify new growth opportunities.
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Performance Marketing & Traffic Acquisition
- Lead the strategic and operational management of all traffic acquisition channels including:
- Affiliate Marketing
- PPC (Google Ads, Microsoft Ads and other paid search platforms)
- Paid Social
- CRM and Customer Lifecycle Marketing
- Media Buying
- Influencer & Streamer Marketing
- App User Acquisition
- Lead Generation
- Emerging acquisition channels
- Develop diversified acquisition strategies that reduce channel dependency while maximising customer lifetime value.
- Identify, negotiate, onboard and scale new commercial partnerships and acquisition opportunities.
- Continually test and launch innovative customer acquisition initiatives across desktop, mobile web and app environments.
PPC & Paid Media Ownership
- Own the PPC strategy, campaign planning, optimisation and budget allocation.
- Drive continual improvements across paid search, paid social and media buying campaigns.
- Optimise acquisition efficiency through continual testing of audiences, creatives, bidding strategies.
CRM & Customer Lifecycle
- Develop and oversee the CRM strategy to maximise player engagement, retention and lifetime value.
- Work alongside internal teams to optimise customer journeys through automated email and SMS campaigns.
- Use CRM insights alongside acquisition data to improve overall marketing effectiveness and customer profitability.
Performance Analysis & Reporting
- Own all marketing reporting, dashboards and performance analysis across acquisition channels.
- Monitor KPIs including FTDs, CPA, ROAS, ROI, player quality, retention, customer lifetime value and profitability.
- Produce regular executive-level reporting with clear commercial recommendations.
- Ensure accurate attribution, tracking and data integrity across all acquisition channels.
Leadership & Team Development
- Provide leadership across the wider marketing function, promoting collaboration and accountability.
- Mentor and develop junior marketing team members as the business grows.
- Manage external agencies and specialist suppliers where required.
- Help shape future team structure and recruitment as the marketing function expands.
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Skills & Experience
Essential
- Significant experience leading performance marketing or traffic acquisition within the regulated iGaming industry.
- Strong hands-on experience across Affiliate Marketing, PPC and broader paid acquisition strategies.
- Experience developing CRM and customer lifecycle marketing strategies.
- Deep understanding of the UK iGaming market, compliance requirements and operator landscape.
- Strong commercial acumen with experience managing marketing budgets.
- Experience negotiating strategic partnerships and commercial agreements.
- Advanced analytical skills with the ability to interpret performance data and make commercially informed decisions.
- Excellent leadership, stakeholder management and communication skills.
- Comfortable operating in a fast-paced, entrepreneurial environment with a high degree of autonomy.
Desirable
- Existing network of affiliates, publishers, influencers and media partners within the iGaming sector.
- Experience across SEO collaboration, Paid Social, Programmatic Advertising and App Marketing.
- Experience managing agencies and multi-disciplinary marketing teams.
- Knowledge of attribution platforms, marketing automation tools and advanced analytics.
- Experience scaling high-growth digital businesses through data-led acquisition strategies.
What You'll Bring
- A strategic mindset with the ability to balance long-term planning and hands-on execution.
- Strong commercial instincts and a relentless focus on profitable growth.
- Exceptional relationship-building and negotiation skills.
- A passion for innovation, experimentation and continuous optimisation.
- The confidence to challenge ideas, influence decision-making and drive change.
- The ambition to build and lead a high-performing marketing function.
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