Digital Marketing Director - iGaming - Onsite, Manila, Philippines

SmartConsulting.net; Manila; On-site; PHP 5,000,000 - 8,000,000; Full time

Job summary

SmartConsulting.net in Manila, Philippines seeks a seasoned Digital Marketing Director to lead all paid and owned channels across our online gaming brands. You will build a disciplined performance marketing function, deliver CAC targets, and scale spend with efficiency.

You will own channel mix, weekly budget allocation, tracking, attribution, and relationships with agencies, platforms, and affiliates. The role requires 10+ years in digital marketing and experience in regulated industries, with

Qualifications

• 10+ years of experience in digital/performance marketing.
• Experience leading a multi-channel team (5+ managers).
• Direct experience with acquisition in regulated/high-risk industries.

Responsibilities

• Manage search, programmatic, paid social, SEO, and affiliate channels across brands.
• Translate quarterly targets into channel plans with spend and CPA goals.
• Oversee media budgets and optimize weekly allocations for first-time depositors.
• Own tracking/attribution end-to-end (pixels, server-side events, UTMs).
• Ensure compliance with Google/Meta gambling policies and local regulations.
• Build/manage affiliate and agent programs with risk controls and payouts.
• Collaborate with Product and Brand Marketing on landing pages and creative testing.
• Manage agencies and martech vendors with regular performance reviews.
• Lead and develop the team, hiring for open and future roles in 2026.

Skills

Digital marketing

Performance marketing

Team leadership

Multi-channel management

iGaming experience

Budget management

Tracking & attribution

Affiliate program management

Vendor management

Tools

Google Ads

Meta Ads

UTM tracking

PAGCOR compliance tools

Job description

Location: Onsite, Manila, Philippines

About the Hiring Company:

The Digital Marketing Director runs all paid and owned digital acquisition channels across our online gaming brands.

This is a shared service role. Each brand has its own Brand Director, who owns the acquisition targets and profit and loss (P&L). The Digital Marketing Director delivers those targets through digital channels at the lowest sustainable cost.

The goal is to build a disciplined performance marketing function with accurate tracking, clear channel performance data, and a team that can scale spending without losing efficiency.

What This Role Owns vs. the Brand Directors

The Brand Directors decide what each brand needs, while the Digital Marketing Director decides how the channels deliver those results.

Each Brand Director sets the brand's acquisition targets, owns its budget and P&L, and is accountable for the overall customer acquisition cost (CAC).

The Digital Marketing Director is responsible for delivering those targets through the channels. This includes channel mix, weekly spending allocation within each brand's budget, cost per acquisition (CPA) and return on ad spend (ROAS) by channel, tracking and attribution, and all agency, advertising platform, and affiliate relationships.

Job Responsibilities

• Manage search, programmatic advertising, paid social, SEO, and affiliate channels across all brands, with separate plans and reports for each brand.
• Turn each Brand Director's quarterly targets into channel plans covering spending, expected volume, and CPA by channel.
• Manage media budgets and reallocate spending weekly toward channels and campaigns that convert users into first-time depositors, not just registrations.
• Own tracking and attribution from start to finish, including pixels, server-side events, UTM standards, and matching advertising platform data against first-deposit data from Business Intelligence (BI).
• Keep advertising accounts compliant and active, including Google and Meta gambling certifications, PAGCOR advertising rules, and creative reviews before launch.
• Build and manage the affiliate and agent programme, including commercial terms, onboarding, fraud checks with the Risk team, and payout reconciliation.
• Work with Product on landing pages and the registration-to-deposit process, and with Brand Marketing on creative briefs and testing.
• Manage agencies and marketing technology (martech) vendors, including regular performance reviews.
• Lead and develop the team, including hiring for open and planned 2026 positions.

Key Performance Indicators (KPIs)

• First-time depositors delivered against each brand's target.
• CPA to first deposit, by channel and brand.
• Payback period and ROAS on acquired players.
• Spending kept within the approved budget.
• Gap between advertising platform figures and actual deposit data.
• Advertising accounts kept active, with no suspensions.
• Affiliate share of first-time depositors and affiliate fraud rate.
• Team positions filled and team member retention.

The Successful Candidate

• 10+ years of experience in digital and performance marketing, including at least 5 years leading a multi-channel team of managers.
• Direct experience managing acquisition in iGaming, betting, or another regulated, high-risk industry with advertising platform restrictions.
• Proven experience managing large paid media budgets against CPA or ROAS targets and scaling spending without losing efficiency.
• Strong hands-on knowledge of tracking and attribution, including server-side tracking, mobile measurement, and reconciling advertising platform data with first-party deposit data.
• Experience building or managing an affiliate programme, including commercial terms and fraud controls.
• Ability to work as a shared service to brand owners who set the targets, and to challenge plans with data when they are unlikely to deliver results.
• Based in Manila or willing to relocate.

Nice to Have

• Experience in the Philippine market, including PAGCOR advertising rules and local channels such as key opinion leaders (KOLs) and messaging apps.
• Experience managing acquisition for both premium and mass-market customer segments.
• Experience moving acquisition reporting from agency dashboards to an in-house data system.