SUMMARY:
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POSITION INFO:
The Head of Digital is responsible for leading and evolving the company's digital ecosystem, ensuring every digital touchpoint contributes to customer acquisition, engagement, retention and commercial growth. This role owns the intersection between digital strategy, paid media, social media, content, creator partnerships, customer journeys, reporting, optimization and digital innovation.
We are looking for someone who understands modern marketing beyond channels. Someone who can connect brand, content, performance, community, creators and customer behaviour into a single commercially focused digital ecosystem.
The ideal candidate combines strategic leadership with strong digital expertise. They understand audience behaviour, platform trends, paid media, content ecosystems and commercial performance, while being equally comfortable working with agencies, internal teams and senior stakeholders.
This role will lead the company's digital function while helping establish a stronger data
and insights capability across the wider marketing team.
KEY RESPONSIBILITIES
Digital Strategy & Leadership
• Own and evolve the company's digital marketing strategy across acquisition, engagement, retention and growth.
• Develop integrated digital plans aligned to business and revenue objectives.
• Lead digital planning across Sports, Horse Racing, Lotto, Casino, Retail, Affiliates and Brand campaigns.
• Identify opportunities to improve customer journeys and digital performance.
• Ensure alignment across Brand, Campaigns, CRM, Affiliates, Product and Retail teams.
• Ensure digital activity supports both short-term revenue opportunities and long-term customer growth.
Paid Media & Performance Marketing
• Oversee paid media strategy and optimization across Meta, Google, Programmatic and emerging platforms.
• Ensure media investment is aligned to acquisition, retention and commercial objectives.
• Drive testing, optimisation and audience development frameworks.
• Challenge agencies and partners to maximize performance and efficiency.
• Monitor and improve CPA, CPI, FTD, ROI, LTV and customer quality metrics.
• Ensure attribution, tracking and reporting frameworks support informed decision-making.
Social, Content & Creator Ecosystems
• Lead the overall social and content strategy.
• Guide content planning and social-first campaign execution.
• Develop creator, influencer and partnership opportunities.
• Ensure content remains culturally relevant, platform-native and commercially effective.
• Work closely with Creative, Motion and Copy teams to maximize digital performance.
• Ensure social, content and creator strategies support both brand and acquisition objectives.
Data, Reporting & Insights
• Establish reporting frameworks across the digital ecosystem.
• Turn performance data into actionable recommendations.
• Build performance feedback loops to improve decision-making.
• Support the development of a future Data & Insights capability.
• Ensure leadership has visibility of digital performance and commercial outcomes.
• Work closely with internal and external analytics partners to improve performance visibility and forecasting.
Customer Growth & Lifecycle Marketing
• Align acquisition strategies with CRM and retention objectives.
• Improve customer quality and long-term value.
• Support segmentation strategies across customer groups.
• Identify opportunities to improve conversion throughout the customer funnel.
• Ensure acquisition activity supports sustainable customer growth and retention.
Agency & Partner Management
• Lead relationships with media, digital, creator and technology partners.
• Hold agencies accountable for delivery, optimization and commercial performance.
• Evaluate new platforms, technologies and opportunities.
• Negotiate value and performance from external partners.
• Ensure external partners align with business objectives and performance expectations.
Digital Team Leadership
• Lead, mentor and develop the digital team.
• Establish clear objectives, workflows and performance standards.
• Build future digital capability across paid media, social media, SEO, analytics and customer growth.
• Create a culture of accountability, innovation and continuous improvement.
• Support career development and succession planning within the digital function.
Cross-Functional Collaboration
• Work closely with Campaign Managers, Creative, CRM, Product, Affiliates and Retail teams.
• Support integrated campaign planning and execution.
• Ensure digital activity aligns to broader business objectives.
• Present performance updates and strategic recommendations to leadership.
• Act as the digital subject matter expert within the marketing team.
DAY-TO-DAY EXPECTATIONS
• Lead digital planning across multiple campaigns and business priorities simultaneously.
• Maintain visibility across App, Web, Paid Media, Social, CRM and Content performance.
• Challenge assumptions using data and insights.
• Drive speed, accountability and continuous optimisation.
• Stay aware of platform developments, customer behaviour, sports culture, betting behaviour and competitor activity.
• Balance brand-building and performance objectives across all digital channels.
• Continuously identify opportunities to improve efficiency, effectiveness and customer experience.
REQUIRED SKILLS & EXPERIENCE
• 8–12+ years experience in digital, integrated or performance marketing environments.
• Proven experience leading integrated marketing ecosystems.
• Strong understanding of paid media, social media, content, CRM and customer journeys.
• Experience managing agencies and external partners.
• Strong commercial and analytical capability.
• Experience with GA4, attribution, reporting and performance measurement.
• Strong stakeholder management and presentation skills.
• Experience working across multiple brands, markets or business units.
• Proven ability to translate business objectives into measurable digital outcomes.
• Experience managing digital budgets and performance accountability.
BONUS / NICE TO HAVE EXPERIENCE
• Mobile app acquisition and optimisation experience.
• Creator and influencer ecosystem experience.
• CRM and lifecycle marketing experience.
• Data visualisation and dashboard development experience.
• Experience working across both retail and digital customer journeys.
• Experience operating within highly regulated industries.
• Experience managing large-scale agency ecosystems and media investments.
KPIS / SUCCESS MEASURES
• Digital acquisition growth.
• CPA, CPI, FTD and ROI efciency.
• App growth, installs and engagement.
• Web trafc, conversion and customer acquisition.
• Customer value and retention metrics.
• Digital campaign performance across all business verticals.
• Social, content and creator ecosystem efectiveness.
• Agency performance and accountability.
• Quality, consistency and actionability of reporting and insights.
• Contribution of digital marketing to overall business growth and revenue
