Brand Management Lead

Sisal; Dublin; Hybrid; EUR 90,000 - 130,000; Full time

Benefits offered by this job

Discretionary annual performance bonus

30 days paid leave

Health and dental insurance for you, %

Personal life insurance and income-pro

Company pension scheme

External learning support £2,000+ per

Udemy & Mindtools access

On-site gym

Social events & parties

Online Discount Scheme

Job summary

Flutter International, the PokerStars brand arm, is seeking a Brand Management Lead for SEA to shape propositions with a player-first approach across markets. You will partner with Planning, Insight and Creative teams to drive strategic direction and scalable brand assets globally.

You will ensure consistency across touchpoints, lead regional activation, and influence senior stakeholders while supporting growth across 28 offices worldwide.

Qualifications

• 8+ years in brand strategy, brand management, or a similar role.
• Strong strategic thinking with hands-on impact.
• High commercial awareness linking brand to business results.
• Experience across markets or with regional teams is desirable.
• Curious, proactive mindset with learning mindset.
• Confident in influencing senior stakeholders and cross-functional work.
• Ability to simplify complexity and persuasively communicate ideas.
• Language skills in Spanish, French, Italian or Portuguese are a big advantage.

Responsibilities

• Act as the Brand partner for SEA markets, supporting central functions and regional partners with strategic direction.
• Shape new and existing propositions from a brand and player-first perspective with Planning, Generosity and Insight teams.
• Ensure work aligns with commercial objectives and local brand positions while identifying global scale opportunities.
• Lead development of proposition narratives and strategic territories with distinct, insightful, commercially relevant ideas.
• Brief on poker initiatives and collaborate with Creative & Content teams to create high-quality platforms.
• Translate propositions into clear messaging frameworks for regional activation across channels.
• Provide strategic and hands-on brand guardianship across player touchpoints.
• Build and evolve global brand assets and playbooks for regional enablement.
• Collaborate with SEA markets to understand local nuances and translate learnings to global assets.

Skills

Brand strategy

Strategic thinking

Commercial awareness

Regional experience

Stakeholder influence

Clear communication

Multilingual advantage

Job description

Brand Management Lead – SEA (Southern Europe & Asia)

Overview Of The Role

This is a pivotal brand role sitting within our central Brand Services function, supporting PokerStars and our regional partners across our SEA markets. As part of a newly evolved Brand organisation, you will play an upstream role in proposition development helping shape ideas from the outset, not just how they come to market. You will act as a strategic brand partner to the business, ensuring everything we create is insight-led, commercially aligned, and true to our brand positioning, while inspiring teams to think big and more creatively about the role brand can play and how it can be executed. This is an exciting time to join! We’re building a more connected, insight-driven and influential brand function to unlock growth across PokerStars and its partners.

What You’ll Do

Strategic Brand Leadership

• Act as the Brand partner for SEA markets, supporting both central functions and regional partners with clear, strategic direction
• Shape new and existing propositions from a brand and player-first perspective, working closely with our Planning, Generosity and Insight teams.
• Ensure all work ladders up to commercial objectives and local brand positionings, while identifying opportunities to scale and influence globally

Proposition & Creative Development

• Lead the development of proposition narratives and strategic territories, ensuring ideas are distinctive, insight-led and commercially relevant
• Lead creative briefing on poker initiatives and partner with Creative & Content teams to shape high-quality creative platforms and toolkits
• Translate propositions into clear, structured messaging frameworks that enable regional teams to activate effectively across channels
• Ensure outputs are delivered in a way that is simple and adaptable for local marketing teams

Brand Stewardship & Enablement

• Provide both strategic and hands‑on brand guardianship, ensuring consistency and quality across all player touchpoints
• Build, maintain and evolve global brand assets, playbooks and toolkits to empower regional teams to deliver effectively, rather than prescribe execution
• Set teams up for success by ensuring they have clarity, direction and flexibility in how they bring ideas to life locally

Collaboration & Influence

• Bring teams together across functions, acting as a connector to ensure work is cohesive and impactful
• Collaborate closely with SEA Network Planning functions to help shape and bring partners onboard with plans for the liquidity
• Present brand ideas in a clear, compelling and inspiring way to stakeholders at all levels
• Champion the evolving role of Brand within the business, moving perception beyond ‘branding’ to a core driver of growth and strategy

Global-Local Integration

• Partner closely with our SEA markets and Planning function to understand local nuances, challenges and opportunities.
• Ensure propositions and frameworks are developed with localisation in mind from the outset
• Capture and translate local learnings into improvements to global brand assets and approaches.
• Ensure a strong feedback loop between regional execution and central strategy.
• Work closely with brand reputation leads and live event media managers to maximise the impact of live events and other globally communicated initiatives at a local level

What You’ll Bring

• 8+ years in brand strategy, brand management, or a similar role.
• Proven ability to think strategically while delivering hands‑on impact.
• Strong commercial awareness – able to connect brand thinking to business outcomes
• Experience working across markets or with regional teams is highly desirable
• A curious, proactive mindset with a passion for learning and continuous improvement
• Confidence in influencing senior stakeholders and working cross‑functionally
• Ability to simplify complexity and communicate ideas clearly and persuasively
• Language skills in Spanish, French, Italian or Portugue are a big advantage

Why choose us:

Aside from a generous base salary, we have a fantastic benefits & rewards program that is designed to encourage personal and career development.

• Discretionary annual performance bonus
• 30 days paid leaveHealth and dental insurance for you, and 50% coverage for your partner and your children (if you all live at the same address)
• Personal life insurance and income protection
• The option to join our company pension scheme
• External learning support of up to £2,000 or equivalent in local currency, dedicated 4 learning "Power Hours" every month during office time, full access to the Udemy and Mindtools platforms, in‑house leadership program and many other training opportunities for developing your skills and progressing your career
• Looking to extend your family? You will receive a cash gift of £1,000 for your new addition whilst working for us
• 26 weeks primary carer leave at 100% pay & 4 weeks secondary carer leave pay at 100% pay
• Access to an on-site gym
• Social events; including our sensational summer and Christmas parties
• Online Discount Scheme, including discounted shopping and cinema vouchers.

Equal opportunities:

At Flutter International we are committed to creating an inclusive environment where our people can be their authentic selves and thrive. We embrace and celebrate diversity, respecting all our uniqueness and differences.

We welcome you to let us know whether you have any accessibility needs. All you need to do is email us at [e-mail]. Your journey with us is focused on ensuring you have what you need to be your best self.

Learn more about the works we are doing on Inclusion and Belonging here: https://careers.flutterinternational.com/working-at-flutter-international/diversity-equity-inclusion/

The group:

PokerStars is a proud member of the Flutter Entertainment family, a global leader in sports betting, iGaming, and entertainment. We're not just another company; we're listed on both the prestigious FTSE 100 index on the London Stock Exchange and the New York Stock Exchange (NYSE). What sets us apart is our world class brands, cutting-edge products, and our International division includes our operations in over 100 global markets and offers sports betting, casino, poker, rummy and lottery, mainly online. What truly defines us is our commitment to ensuring that the excitement of gaming and entertainment is experienced in a responsible and sustainable way. Our remarkable team of over 8,000 colleagues drives this vision, spread across 28 offices worldwide.