Johannesburg: Marketing Specialist posted by The Good Human (Pty)Ltd

Marketing Specialist (iGaming)

Location: Johannesburg, South Africa
Department: Marketing
Reporting to: Marketing Manager / Head of Marketing

Role Purpose

The Marketing Specialist is responsible for executing integrated marketing campaigns across digital, traditional, and out-of-home (OOH) channels to drive player acquisition, engagement, and brand visibility.

This role requires a commercially focused, hands-on operator who can translate strategy into execution, ensuring campaigns are delivered consistently across all channels. The ideal candidate will also have a working understanding of how front-end user journeys connect with back-end systems, enabling seamless campaign implementation, tracking, and optimization.

Key Responsibilities

Campaign Planning & Execution

• Execute integrated marketing campaigns across sportsbook, casino, and promotional products
• Translate campaign briefs into actionable plans across digital, retail, and OOH channels
• Manage campaign timelines, ensuring on-time and in-full delivery
• Coordinate with internal teams (CRM, Digital, Creative, Operations) to ensure alignment

Digital Marketing

• Support execution of paid media campaigns (Meta, Google, programmatic, affiliates)
• Work with CRM teams on email, SMS, and push notification campaigns
• Monitor digital performance metrics (CPA, ROI, conversion rates) and optimise accordingly
• Ensure tracking, tagging, and attribution are correctly implemented

Traditional & OOH Marketing

• Plan and execute OOH campaigns (billboards, transit media, retail branding)
• Coordinate print, radio, and other traditional marketing activities
• Ensure brand consistency across all offline touchpoints
• Work with media agencies and vendors to manage bookings, placements, and delivery

Front-End & Back-End Integration Awareness

• Collaborate with Product and Tech teams to ensure campaigns are correctly implemented on-site and in-app
• Understand how landing pages, banners, and promotions connect to back-end systems (bonuses, wallets, tracking)
• Ensure seamless user journeys from campaign click through to registration, deposit, and engagement
• Assist in troubleshooting campaign or tracking issues

Performance Monitoring & Optimisation

• Track and analyse campaign performance across all channels
• Optimise campaigns in-flight to improve acquisition, engagement, and ROI
• Provide insights and recommendations based on data and user behaviour

Stakeholder & Cross-Functional Collaboration

• Work closely with CRM, Digital, Creative, Affiliate, and Operations teams
• Coordinate with Customer Support and Payments teams where campaigns impact player experience
• Manage relationships with external agencies, media partners, and suppliers

Skills, Knowledge & Experience

Essential

• 35 years experience in marketing within iGaming, betting, or digital consumer environments
• Strong understanding of:
  • Digital marketing (paid media, CRM, performance marketing)
  • Traditional marketing channels
  • Out-of-home (OOH) media planning and execution
• Experience executing multi-channel campaigns end-to-end
• Understanding of customer acquisition funnels and player journeys
• Ability to analyse campaign performance and optimise based on data
• Strong project management and organisational skills

Advantageous

• Experience in sports betting or online gaming platforms
• Exposure to affiliate marketing and partnerships
• Basic understanding of:
  • Web technologies (HTML, tracking pixels, tagging)
  • How front-end interfaces connect to back-end systems (bonuses, wallets, CRM)
• Experience working with product or development teams

Tools & Platforms

• Google Analytics (GA4)
• Google Tag Manager
• Meta Ads Manager / Google Ads
• CRM platforms (e.g. Optimove, Salesforce, Xtremepush, Fast Track)
• BI tools (Power BI, Tableau, Looker)
• Excel / Google Sheets (advanced)
• CMS / website platforms (basic understanding)

Behavioural Profile

• Commercially driven and results-focused
• Hands-on and execution-oriented
• Strong attention to detail
• Proactive and solutions-driven
• Able to work in a fast-paced, high-performance environment
• Strong communicator with cross-functional teams