Country Marketing Manager - Sweden

Our Client

Our highly successful global gambling client, currently in a phase of expansion, is looking to hire a Country Marketing Manager to head up their Swedish marketing team.

The Role 

The successful candidate’s core responsibility will be planning and delivering digital and ATL marketing campaigns, which focus on acquiring new players and retaining and maximising LTV from their existing player base and overseeing and managing all marketing activities in the Swedish Market.

Key Responsibilities

Digital 

• Manage relationships with UK and Swedish digital performance agencies as required to deliver the digital strategy across acquisition, branding and retention campaigns.
• Provide proposals for approval for each new digital campaign, consisting of the overall strategy / Forecast KPIs etc for approval prior to booking 
• Continuously optimise digital channel mix, budgeting & creative based on continuous digital campaign performance alongside any other strategic priorities for 2023. This will include ongoing testing across existing channels (e.g. defining new segments, data requests, manage dialogue with agencies, set objectives on measurable KPIs etc)
• Produce periodic performance reports on campaign and channel levels evaluating performance vs targets, including reporting on spend, Cost Per acquisition, Customer Lifetime Value and ROI.
• Communicate with internal accounting to approve Swedish digital performance invoices
• Lead the development of Swedish specific DIGITAL creative – working with internal studio and external agencies as required to brief and develop the creative

ATL

• Manage relationships with the ATL media buying agency
• Monitoring of competitor & market performance IN SWEDEN relating to ATL
• Working with the ATL agency provide TV proposals for approval for each campaign comprising of channel split, TRP delivery, Daypart, second length etc for approval prior to booking 
• Working with the ATL agency produce TV post-campaign reports after each campaign evaluating performance vs targets 
• Communicating with internal accounting to approve invoices for payment
• Lead the development of Swedish specific TV creative – working with external agencies as required to brief and develop the creative (localising the global creative platform) 

Market Specific -  Sweden 

• Liaise with internal departments and external partnerships as required and build 12-month Digital and ATL marketing plan with clear short-term & long-term goals
• Lead the quarterly and annual budgeting process for digital and ATL channels in Sweden – including media and non-media forecasts for the year – revised quarterly
• Report weekly/monthly/quarterly on country performance – pulling out relevant business and specifically focusing on digital and ATL campaign performance related commentary – both from an acquisition and retention POV
• Oversee Swedish copy writing both on product and marketing comms levels 
• Work collaboratively with internal design, games, product, tech, UX/UI teams to help test and deliver ad hoc product requirements to ensure assure we have a competitive casino and bingo product offering
• Lead the development of Swedish specific TV and digital creative – working with external agencies as well as internal creative studio as required to brief and develop the creative either from scratch or by localising the global creative platform
• Monitor and report periodically on competitors' product innovation and marketing activities
• Manage the Swedish copywriter and digital marketing executive – setting PDP & objectives/workload and managing and mentoring them etc.

Skills and Capabilities

A candidate with strong knowledge of the digital and ATL media landscape. Swedish Gambling experience is a strong preference. Otherwise, working for high volume transaction digital/ e-commerce business in a similar industry.

• 4+ years Digital Campaign Management, including ROI based performance marketing working in the online gambling industry or similar high transactional volume DR focused industry
• In depth knowledge of the digital media space including relationships with agencies and media owners. The ideal candidate would have worked in multi discipline marketing structure where digital channels are used to leverage and benefit from ATL campaigns
• Experience in directly managing media outlets, digital marketing/performance and creative agencies. Including direct negotiation and media buying
• Excellent analytical skills. Proficient with marketing budget setting and management. Thorough understanding of all digital channels (including mobile) and their potential impact as an acquisition and retention tools - I.e. programmatic display/paid and organic social/PPC/in App etc
• Experience in developing and executing digital media plans supported by strong creative execution
• Ability to manage campaigns from beginning to end, including forecasting and performance analysis
• Strong understanding of digital tracking, measurement and reporting tools – ability to analyse digital campaigns and draw out actionable insight
• Understanding of usability and design principles to feed into testing of creative and landing pages
• End to end understanding and track record of setting up, managing and meeting clear ROI targets across paid search, social and programmatic
• Excellent written and verbal communication, Excel and PowerPoint presentation skills. Solid attention to detail
• Strong understanding of current online marketing concepts, strategy and best practice
• Team working skills – the ability to build relationships internally and externally. Experience working with internal and external agencies 
• Ability to multitask and work in a fast-paced environment with colleagues and stakeholders based in various countries. Confident, with strong initiative and ability to work with minimal supervision
• Strong organizational skills and experience of balancing multiple projects at once  
• Excellent communication skills in both Swedish and English
• Be analytical, data driven performance driven

Benefits

• Join a successful, fast-growing international business as the senior on the ground figure in Sweden
• Diverse future career growth opportunities for strong performers