Job Description

Job Title: Head of Marketing

About us: BetKing is a digital entertainment and sports technology business that owns and operates its own proprietary platform and product portfolio. This scalable capability enables the brand to take a customized approach to entering new industries and markets.

The Brand is a major player in the sector – driven by a strong focus on sports entertainment experiences delivered by our in-house digital sport-tech platform, combined with a customer centric approach to distribution across online channels, strong localized regulatory relationships and a brand portfolio that customers recognize and trust.

This tailor-made approach, driven by an exceptional leadership team from a range of high growth sectors, has powered the rapid growth of the brand in Kenya.

Marketing at BetKing:

Marketing at BetKing is going through a major transformation – into being a recognized core competency of BetKing – and a key driver of the Company’s success.

It is known for its focus on growth, data, creativity and impact, the function is increasingly able to execute at scale, yet remains agile. It has the ambition to hire the very best talent; has a ruthless focus on the customer; is building industry leading capabilities and has one of the most respected brands inside (and outside) the Industry.

Marketing at BetKing is at the forefront of the Company’s ambition to create the most popular and responsible sports and digital entertainment platform in Africa.

What kind of marketing leaders are we looking for?

We are seeking exceptional talent and leadership for the next chapter of Marketing at BetKing.

Above all we seek the growth orientated marketer. People who are highly analytical, with a data driven approach counterbalanced with creativity and innovation. A combination of brand building and digital and performance marketing. A focus on the funnel. The ability to scale rapidly. Able to build and lead teams through rapid change.

The following are some of capabilities we hold dear in the new Marketing at BetKing.

• Digital activation. World class digital activation experience. Focus is on conversion, revenue and customer KPIs.


• Brand building: Track record in building brands using ATL and BTL channels and being accountable for this spend.


• Experience of customer acquisition at scale: BetKing is on an acquisition drive – we need people who have scaled an online business, either in gaming or outside the category in relevant industries such as digital content, mobile subscription, dating etc – ie any businesses that has had to fight hard to acquire and retain customers online.


• Funnel velocity and yield. Focus on the customer quality and yield equation. Marketing is only as good as the front end of a business and its ability to convert demand profitably. We want people who think about all the levers that drive funnel velocity 360.


• Strategic – yet also on the detail: we want people who are strong on the big picture but can do the fine detail too.


• Team: Track record in building and developing teams and working within the matrix with an HQ and across multiple geographies

About the role:

Reporting to the Country Director, The Head of Marketing will be responsible for the development and oversight of the execution of dynamic and progressive brand marketing and digital campaigns to meet our overall business goals.

He/she manages and provides leadership in the operations of the marketing department consisting of the Creatives, Public Relations, affiliates and Digital Marketing units.

The role will also have a clear dotted line and work closely with the central marketing teams to develop marketing plans, measurements and activities.

The position is based in Nairobi- Kenya with country wide travel.

What you will be doing:

• Ownership of in country budget and the ROI associated with that spend.


• Responsible for the day to day planning and execution of all marketing activities within the Country, including setting goals for all marketing units and monitoring their achievement.


• Working collaborating with HQ on measurement and planning


• Provide leadership in the execution of impactful marketing and digital strategies and campaigns from concept to implementation.


• Create marketing segmentations to grow the usage of our portfolio through identifying target audiences across the country, and develop marketing strategies, plans and activities that target these segments for growth. Has experience with CRM systems i.e. Optimove.


• Oversee the planning and budget allocation for digital marketing plans including the performance and results for all digital channels.


• Oversee the planning and budget allocation for ABL, BTL and other marketing activities including the performance and results for all marketing channels.


• Act as the chief brand ambassador and face of the company and positively portray and market the brand across different channels and audiences.


• Work with HQ drive the customer and competitive intelligence agenda in market so as to understand and analyze consumer trends and behaviors, as well as competitor behavior, and develop proactive strategies internally and externally to address the customer and market demands – own the value proposition


• Information sharing within the Company by keeping all internal stakeholders informed of brand activities – from senior leadership to employees through periodic reports and internal communications.


• Working with HQ, support the creation and management of content for all marketing platforms and channels in Kenya


• When needed, work with marketing agencies and contractors to design and implement marketing campaigns.


• Provide analytical marketing data and reports to management to aid in marketing decisions


• Provide training, coaching and mentorship to the marketing team.


• Responsible for the marketing budget, ensuring ROI on all marketing activities as per determined deliverables and targets.

What you need for this role:

• Preferable Bachelor’s degree in Marketing, additional marketing certification will be an added advantage . We will also accept candidate without a degree in Marketing, however, the candidate must have a strong, proven and lengthy tenure in the marketing domain to be considered for the position.


• Above 7 years’ experience in a similar position, with proven results in successfully scaling a business through brand marketing and digital channels


• In-depth knowledge of 360 degrees marketing strategies, a strong advantage of building cross country brand awareness using ATL, BTL, Activation and Digital channels


• Excellent communicator with strong presentation skills – and listening skills


• Highly innovative – ability to use nonconventional models and mediums for results


• Good collaborator, must be able to work with oversees teams and collaborate closely with Central marketing team and with the HQ


• Must be analytical minded and have experience in fixing the Funnel.


• Experience and knowledge in online marketing use of digital tools, spaces and best practices to amplify brand messaging.


• Business acumen and results driven


• Strategic and analytical thinking able to deliver the goals in an extremely fast paced environment.


• Demonstrate and communicate a high level of ownership and commitment to achieving results


• Must have the drive to work outside the limits of their job when necessary to achieve results


• A creative problem solver

Who you are:

The ideal candidate will be a well rounded, analytical, highly creative and innovative marketing professional with the ability and experience to execute 360 degrees marketing campaigns and strategies.

He/she will be an “out of the box” thinker, with the ability to implement innovative and adaptive concepts in a fast-paced environment, that will increase brand awareness and loyalty on a countrywide level.

A strong and convincing communicator, he/she will be the face of the company and as such will be responsible for representing the brand across different media channels and audiences.

Able to be flexible in working within tight and changing regulatory environments as we see in Kenya.

The candidate will be able to build exceptional teams, lead them in a highly fast passed environment.

The candidate will be numbers and data driven, with a strong focus on the funnel.

Gaming industry background is not a necessity. The candidate must come from a digital native and/or highly online reliant busines model which has a strong element of subscription/ customer acquisition and retention dynamics – eg mobile operators, digital content provider, dating sites, ecommerce

Compensation and Benefits:

An attractive salary and benefits package will be offered to the successful candidate, as well as a well-balanced, creative – enabling and flexible work environment with an opportunity for career advancement.

Please send your CV and application on jobs@betking.co.ke so as to reach us by 1st April 2021

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