Senior Marketing Specialist

Betters; Cieszyn; On-site; PLN 180,000 - 320,000; Full time

Job summary

Betters, a regulated Polish business, is seeking a Senior Marketing Specialist to lead and own the Polish marketing strategy with hands-on execution. You will drive growth across paid, SEO, social, affiliates, and offline channels while ensuring regulatory compliance and risk management.

You will partner with Legal and Compliance, manage budgets, and build the local marketing team as the business grows, delivering measurable outcomes and robust campaigns around major sporting events.

Qualifications

• Strong experience in Polish online betting/iGaming or a closely related regulated B2C digital sector.
• Solid understanding of the Polish market, customer behaviour, competitive landscape and regulatory restrictions on gambling marketing.
• Commercially driven with confidence working with KPIs such as FTDs, CAC, conversion, retention, LTV and GGR/NGR.

Responsibilities

• Own the Polish marketing strategy and annual plan, aligning with Country Management's targets and leading its execution.
• Drive customer acquisition across paid digital, SEO, social, affiliates and offline channels with clear CAC and payback accountability.
• Manage and optimise the marketing budget based on measurable commercial returns and reallocate spend by performance.

Skills

Polish iGaming experience

Digital marketing leadership

KPI-driven marketing

Strategic planning

Job description

We are looking for an ambitious, commercially minded Senior Marketing Specialist to take ownership of the marketing for a regulated Polish business. This is a senior but highly hands-on role. The role does not simply involve managing agencies, preparing strategies and delegating execution. We want someone who is comfortable getting directly involved in the work, moves quickly and takes responsibility for delivering measurable growth.

Key Responsibilities:

• Owning the Polish marketing strategy and annual plan, aligned with Country Management's commercial targets, and personally leading its execution;
• Driving customer acquisition across paid digital, SEO, social, affiliates and offline channels, with clear accountability for FTD volume, CAC and payback;
• Managing and optimising the marketing budget on measurable commercial returns, moving spend between channels based on performance and challenging any activity that doesn't deliver;
• Building and developing the brand in Poland, including positioning, tone of voice and campaign development that sets it apart from local competitors;
• Planning and running promotions and bonus campaigns, especially around major sporting events, balancing player value, cost and compliance;
• Growing and managing the affiliate and partnership programme, including recruiting partners, negotiating commercials and monitoring quality and compliance;
• Activating sponsorships so they turn into measurable acquisition and brand results, not just visibility;
• Ensuring all marketing complies with Polish gambling law and responsible gambling standards, working closely with Legal and Compliance on approvals;
• Coordinating agencies and central teams (Product, Performance, CRM, Creative) so the Polish market gets the priority and output it needs;
• Reporting on marketing performance (FTDs, CAC, conversion, retention, LTV, GGR/NGR) to Country Management, with clear insights and actions;
• Monitoring the competitive landscape and customer behaviour in Poland, turning what you learn into marketing opportunities;
• Building the local marketing team as the business grows, including hiring, structure and capability development.

Required Skills & Experience:

• Strong experience in Polish online betting/iGaming or a closely related regulated B2C digital sector;
• Solid understanding of the Polish market, customer behaviour, competitive landscape and regulatory restrictions on gambling marketing;
• Commercially driven, with confidence working with KPIs such as FTDs, CAC, conversion, retention, LTV and GGR/NGR;
• Comfortable developing the marketing plan and personally driving its execution;
• Resourceful and entrepreneurial, with a willingness to solve problems rather than wait for additional resources;
• Proven ability to manage budgets based on measurable commercial returns and to continuously challenge marketing effectiveness;
• Experience working closely with Country Management, Product, CRM, Performance, Creative and other central functions;
• Ability to build and develop local marketing capability as the business grows.