Director of Social Media - igaming

Our client, a leading organisation within the iGaming and online entertainment industry, is seeking an experienced and commercially focused Director of Social Media to lead and evolve its global social media function across both Paid Social and Organic Social. This is a senior, hands-on leadership role responsible for defining and executing a holistic social media strategy, driving measurable commercial impact, and ensuring strong integration across performance marketing, brand, creative, CRM, and digital teams.

The successful candidate will oversee both Paid and Organic Social teams, with a particular focus on performance-led paid social, while ensuring a cohesive full-funnel approach across all social media activity. This role is ideal for a strategic yet hands-on social media leader who can improve cross-channel alignment, strengthen team structure, introduce clear ways of working, and elevate social media as both a brand and growth driver.

As the Director of Social Media, you will be responsible for:

• Defining and owning the global social media strategy and roadmap across Paid Social and Organic Social
• Driving full-funnel integration across acquisition, brand, and retention from a strategic, messaging, and creative perspective
• Establishing best-in-class creative and messaging frameworks across paid and organic social
• Developing a robust global full-funnel creative strategy
• Building structured A/B testing frameworks for creative and messaging
• Identifying growth opportunities across existing and emerging social media platforms
• Ensuring social media activity supports commercial growth, brand strength, and long-term business objectives

Performance and Commercial Impact

You will lead the commercial performance of social media by:

• Owning delivery of revenue and performance targets across Paid Social globally
• Supporting brand and revenue targets for Organic Social in relevant markets
• Overseeing budget allocation, forecasting, and ROI optimisation across markets
• Ensuring scalable performance strategies aligned with business growth plans
• Supporting new market launches through effective paid and organic social strategies
• Implementing clear measurement frameworks and KPI structures across Paid and Organic Social
• Using reporting and analytics to drive efficient, profitable growth across mature and growing markets

Team Leadership and Development

You will be responsible for building and leading high-performing teams by:

• Leading, structuring, and developing Paid and Organic Social teams
• Providing clear direction, coaching, and performance management across the function
• Improving team performance, accountability, morale, and ways of working
• Establishing strong leadership discipline and clear ownership across the social function
• Partnering with senior stakeholders on hiring, team design, and long-term capability building

Integration and Cross-Functional Collaboration

You will improve collaboration across the business by:

• Driving stronger alignment between Paid Social and Organic Social
• Removing silos and improving communication across social media teams
• Collaborating closely with Creative, Brand, CRM, and Performance Marketing teams
• Improving strategic integration across messaging, campaign planning, and creative delivery
• Enhancing process efficiency, speed to market, and cross-team workflows
• Acting as the key point of contact for senior stakeholder management across the business
• Building integrated strategies with other marketing channels, including ATL, programmatic, and mobile

Innovation and Platform Leadership

You will lead platform innovation by:

• Building and maintaining strong relationships with key social platforms, including Meta, TikTok, and other relevant channels
• Leading innovation, automation, and scaling initiatives across social media
• Introducing tools, frameworks, and automation to improve reporting, execution, and efficiency
• Staying ahead of emerging social media trends, platform developments, and content formats
• Supporting growth through improved creative testing, content strategy, and platform optimisation

What We Are Looking For

The successful candidate will have:

• 8+ years experience in Social Media or Digital Marketing
• Strong experience in Paid Social performance
• Ideally, experience within the iGaming sector
• Proven experience owning and scaling high-budget paid social campaigns of £5m+
• A clear track record of driving revenue impact through social media
• Experience managing both Paid Social and Organic Social
• Strong understanding of how to integrate paid and organic activity effectively
• Ability to demonstrate the value of organic social from both a brand and performance perspective
• A full-funnel mindset, connecting brand, acquisition, and retention strategies
• Demonstrated success leading and developing high-performing teams
• Experience working in fast-paced, high-growth environments
• Strong strategic thinking with a hands-on, execution-focused approach
• Deep understanding of creative strategy, testing frameworks, and performance optimisation
• Excellent stakeholder management skills with the ability to influence at senior level
• Experience building cross-functional strategies with other marketing channels
• Strong reporting, analytics, and measurement skills
• A proven ability to drive efficient and profitable growth across mature and growing markets

Advantageous Experience

The following would be considered an advantage:

• Strong experience within iGaming, online casino, betting, or gaming
• Experience working across multi-market or international environments
• Background in ecommerce or another performance-driven industry
• Experience supporting new market launches
• Experience working with influencers and content creators
• Experience managing creator relationships directly or through agencies
• Strong relationships with social platforms such as Meta, TikTok, or similar
• Experience introducing automation, reporting tools, and scalable social media frameworks

Whats on Offer

The successful candidate will benefit from:

• 24 days of annual leave, with additional days awarded after 3 years of service
• Hybrid working model
• Competitive salary plus annual bonus, eligible after completing probation
• Private healthcare and life insurance upon successful completion of probation
• Participation in the company pension scheme
• Exciting company activities, including monthly lunches, corporate gatherings, and other team events
• Opportunity to advance professionally within one of the worlds largest iGaming organisations
• A fast-paced, collaborative, and international working environment