Head of Social Media

Overview

We are seeking a Head of Social Media to lead the social media function across multiple brands in the online gambling and sports betting affiliation space. This role will define the direction of social media organic activity and influencer marketing while ensuring strategies are executed effectively.

About the Role

The Head of Social Media will define and own the overall social media strategy, build and evolve the social media team structure, establish clear content pillars, and oversee the execution of content, campaigns, and community engagement.

Responsibilities

• Define and own the overall social media strategy across brands, aligning with branding, acquisition, and monetization goals
• Build and evolve the social media team structure to fit objectives and match the maximum ROI
• Establish clear content pillars, platform strategies, and tone of voice guidelines and collaborate with other Marketing leaders to ensure coherency
• Translate strategy into practical frameworks (content calendars, formats, workflows) that the team can execute consistently
• Define priority platforms and market approaches based on audience and performance
• Directly manage and mentor the team members to foster autonomy and adherence to strategic guidelines
• Ensure high-quality, timely execution of content, campaigns, and community engagement
• Implement processes for planning, approvals, and publishing across multiple brands
• Foster a test-and-learn culture with clear creative iteration cycles
• Oversee content strategy and output across all key platforms, ensuring consistency and scalability across brands
• Drive audience growth, engagement, and retention through innovative formats, trend adoption, and continuous creative testing
• Guide the team in capitalizing on real-time content opportunities (sports events, trending topics, key casino moments), in close collaboration with the Content team and cross-functional squads
• Partner with the Content function to progressively upskill and empower content writers toward multimedia production and stronger social-first thinking
• Define and lead the influencer marketing strategy across key markets
• Ensure influencer content is fully integrated into the broader social and content ecosystem
• Track and optimize influencer performance based on both brand impact and measurable ROI
• Establish structured and continuous collaboration with key marketing functions to ensure strong alignment and a cohesive, multi-channel approach across all initiatives
• Work closely with the Paid Media team to identify high-performing organic content for amplification, and build feedback loops where paid performance insights inform and refine organic strategy
• Collaborate with SEO and Content teams to support content distribution, backlink opportunities, and strategic inbound traffic growth
• Collaborate with Customer Marketing (CRM/Lifecycle) to support retention and engagement initiatives, ensuring social media contributes to long-term user value
• Define relevant objectives and KPIs per activity and asset (awareness, engagement, traffic, contribution to revenue etc.)
• Build reporting frameworks and dashboards for consistent performance tracking
• Analyze content, platform, and campaign performance to drive continuous optimization
• Translate insights into actionable improvements for the team
• Ensure all social media activity complies with gambling regulations and platform policies
• Implement clear internal guidelines for content, promotions, and user engagement
• Work closely with Legal and Compliance teams to mitigate risk

Requirements

5+ years experience in social media, digital marketing, or content strategy
Proven experience building and managing social media teams
Strong understanding of both organic and paid social ecosystems
Experience with influencer marketing and creator partnerships
Demonstrated ability to translate strategy into scalable execution
Data-driven mindset with strong analytical and problem-solving skills
Experience in regulated industries (gambling, sportsbetting, etc.) is a strong plus
Deep understanding of social platforms, trends, and content formats