Brand Manager

1 week ago

Sandton, Gauteng, South Africa Blueion Support Services Full time R1 200 000 - R2 400 000 per year

JOB DESCRIPTION: BRAND MANAGER (iGaming / Online Gaming)

Job Title: Brand Manager

Department: Marketing

  • ROLE PURPOSE

The Brand Manager is responsible for developing and executing the brand strategy, marketing campaigns, player engagement initiatives and market positioning for the Company's online gaming brands. The role drives brand growth, player acquisition and retention, ensuring consistency of messaging and experience across all channels and markets.

  • KEY RESPONSIBILITIES

Brand Strategy & Identity

  • Develop and execute brand strategies aligned to commercial goals, growth targets and regulatory requirements.
  • Maintain consistency of brand identity, tone, creative, messaging and customer experience across web, app, retail, media, and digital channels.
  • Own the brand narrative, positioning and value proposition across all touchpoints.
  • Act as custodian of the brand and ensure brand integrity is protected at all times.

Campaign Management & Marketing Execution

  • Plan, implement and manage integrated marketing campaigns across online, retail, digital media, CRM, affiliates and social platforms.
  • Brief internal teams and agencies on creative requirements and campaign objectives.
  • Support brand, media, retail, CSI, online and activation pillars and ensure alignment with brand principles.
  • Measure and report on campaign performance, player engagement, ROI, CPA, and retention indicators.
  • Create and manage marketing programs to drive player acquisition, retention, engagement and lifetime value.

Market & Competitor Research

  • Conduct market and player research to understand behavioural trends and anticipate future opportunities.
  • Identify research needs, run studies, and analyse insights to drive strategic decisions.
  • Monitor competitor activity and produce analysis reports.

Budget & Team Leadership

  • Manage brand budgets and ensure cost-efficient delivery of marketing initiatives.
  • Lead, coach and develop a team of managers, coordinators and assistants.
  • Drive performance conversations, skills development, team culture and brand ambassador engagement.
  • Establish processes, governance, tools and standards to optimise marketing operations.

  • Cross-Functional Collaboration

  • Work closely with CRM, Acquisition, Media, Design, Product, Operations and Compliance teams.

  • Meet stakeholder needs aligned to the company's brand, culture and corporate vision.
  • Ensure consistent and high-quality communication with internal and external stakeholders.

  • Professionally represent the company at all events, sponsor engagements and external partner meetings.

  • KEY PERFORMANCE INDICATORS (KPIs)

  • Brand growth, engagement and market penetration

  • Player acquisition, conversion and retention
  • Campaign ROI and performance analytics
  • Consistency and quality of brand delivery
  • Positive player experience and NPS improvement
  • Budget management and operational efficiency

  • Team development and delivery of objectives

  • MINIMUM REQUIREMENTS

Experience

  • 5+ years' experience in brand management or a similar role
  • Degree/Diploma in Marketing, Communications, Business or MBA

Technical Skills

  • Experience in iGaming / betting / digital entertainment is beneficial
  • Proven experience in brand strategy, media, retail and online campaigns
  • Strong stakeholder management and cross-team collaboration skills
  • Excellent organisational, leadership and negotiation abilities

  • Strong writing skills and communication skills

  • Understanding of online player behaviour and digital campaign mechanics

  • Ability to analyse campaign data, player trends and brand performance
  • Experience with CRM, media platforms, analytics tools and brand governance

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