Head of Paid Search

Our Client

Our client is a successful global gambling brand looking for a Head of PPC with a proven track record in the igaming industry to help build a newly formed internal performance marketing team. 

The Role of the Head of Paid Search

You will work closely with internal teams as well as directly with platforms to ensure best-in class paid search campaigns in extremely crowded markets. this team will act as an internal agency to stakeholders globally to define and deliver against our clients performance marketing plans.

Reporting to the Head of Digital and acting as an internal agency to digital managers and country managers,your responsibilities will be to:

• Lead the development and delivery of the annual Google/Bing/ASA and UAC marketing strategies for the in-housed markets
• Lead the budgeting, forecasting and reforecasting processes for the in-house 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 their 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 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

Skills and Experience of the Head of Paid Search

• 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
• Strong leadership skills and 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, Facebook, and Google
• Must have the ability to drive complex strategies but also to explain them to nurture junior members of staff and non-digital stakeholders, challenging their views if/when needed
• You will require strong analytical acumen with the ability to uncover insights and create stories by seamlessly integrating a variety of data sources
• Must have the ability to drive complex strategies and also to explain them to the in-house teams
• While this is a senior role, they also want someone who still understands the platforms and is comfortable rolling their sleeves up to help the team out if necessary. 

Benefits 

• 24 days annual holiday, plus additional days after 3 years’ service 
• Work to life balance: 3 days in office, 2 days working from home  
• Competitive salary + annual bonus (after completion of probation) 
• Free private healthcare, life insurance cover and pension after successful completion of probation  
• Fun team socials Complementary fruits and snacks