Head of Social Media

About the Role

Making sure you fit the guidelines as an applicant for this role is essential, please read the below carefully.

As the Head of Social Media, you will be responsible for developing and implementing a comprehensive social media strategy that aligns with our overall marketing objectives and brand vision across all our betting brands in over 20 African markets.

You will create a strategy for growth that includes influencer marketing, commercial partnerships and exploring untapped avenues and opportunities.

You will lead a team of social media professionals, overseeing their development and ensuring the channel runs efficiently and effectively. Your deep understanding of the social media landscape, coupled with your experience in the betting or gaming industry (or a highly regulated and engaging consumer-facing sector), will be crucial in driving our social media presence to new heights.

You will be someone who is going to embrace and be passionate about Africa, its people, culture, and values.

Key Responsibilities:

• Strategy Development & Execution: Develop, implement, and manage a cohesive social media strategy that builds brand awareness, drives customer engagement, fosters community, and supports acquisition and retention goals.
• Content Leadership: Oversee the creation of compelling and relevant content (text, image, video, live streams, etc.) that resonates with our target audience and adheres to regulatory guidelines.
• Platform Management: Manage and optimize our presence across all relevant social media platforms (e.g., X/Twitter, Facebook, Instagram, TikTok, LinkedIn, YouTube), identifying new and emerging platforms as appropriate.
• Team Leadership & Development: Lead, mentor, and develop a high-performing social media team, fostering a collaborative and innovative environment.
• Performance Monitoring & Analysis: Define and track key performance indicators (KPIs), analyze social media performance data, and provide regular reports and insights to stakeholders, using data to inform future strategies and optimize campaigns.
• Budget Management: Manage the social media budget effectively, ensuring optimal ROI on all social media activities.
• Community Management: Develop and implement strategies for effective community management, responding to customer queries, fostering positive interactions, and managing brand reputation.
• Influencer Marketing: Identify, build relationships with, and manage relevant influencers and brand advocates to amplify our social media reach and impact.
• Partnerships: Maximise our brand partnerships (TV, Ambassadors, Sports Teams, Events etc.) by directing, curating and amplifying content across Social Media and beyond.
• Collaboration & Integration: Work closely with other marketing teams (e.g., content, CRM, acquisition) to ensure social media efforts are integrated with overall marketing campaigns.
• Risk & Compliance: Stay up-to-date with social media best practices, platform updates, and relevant advertising regulations within the betting and gaming industry, ensuring all social media activities are compliant.
• Crisis Management: Develop and implement social media crisis communication plans and effectively manage any potential reputational risks.
• Market Research & Competitive Analysis: Continuously monitor the social media landscape, competitor activities, and emerging trends to identify opportunities and maintain a competitive edge.

Skills & Experience

• Proven experience (8+ years) in social media marketing, with significant experience in a leadership role.
• Deep understanding of the social media landscape, algorithms, and best practices across various platforms.
• Experience within the betting and gaming industry or a similar regulated and highly engaging consumer-facing sector is highly desirable.
• Strong understanding of social media analytics and reporting tools, with the ability to translate data into actionable insights.
• Excellent written and verbal communication skills, with a keen eye for detail and brand voice.
• Proven ability to develop and execute successful social media strategies that deliver measurable results.
• Experience in leading and developing a team of social media professionals.
• Strong project management and organizational skills, with the ability to manage multiple projects simultaneously.
• Experience of multi-market brand communication and localisation.
• Experience with influencer marketing and community management.
• Knowledge of relevant social media advertising platforms and best practices.
• Ability to work effectively under pressure and adapt to a fast-paced environment.
• Bachelor\’s degree in Marketing, Communications, or a related field.

Personal Attributes

• Passionate about sports, gaming, social media and its potential for brand building and customer engagement.
• Strategic thinker with a results-oriented mindset.
• Creative and innovative with a strong understanding of current trends.
• Excellent interpersonal and relationship-building skills.
• Strong leadership qualities with the ability to motivate and inspire a team.
• Highly adaptable and resilient.
• Demonstrates a strong understanding of responsible gambling practices.
• Any experience or knowledge of Africa would be hugely beneficial.
• French or Portuguese speakers are a bonus.

*** We operate a hybrid working model of 3 days per week in the office – please ensure this is suitable for you before applying ***