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.
Key Responsibilities
Strategic Leadership and Vision
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
What’s 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 world’s largest iGaming organisations
A fast-paced, collaborative, and international working environment