Manager, Paid Media & Acquisition

Bally's; United States; Hybrid; USD 90,000 - 120,000; Full time

Job summary

Bally's in the United States seeks a senior paid media professional to plan, execute, and optimize programmatic, mobile/UA, and CTV/OTT campaigns that drive new customer acquisition. You will own audience strategy and collaborate with cross-functional teams.

The role requires deep expertise in budget management, negotiation with agencies and networks, and advanced analytics including attribution, MMM, and ROAS.

Qualifications

• 5+ years in paid media or performance marketing with budget ownership
• Bachelor's degree in Marketing, Business, Analytics, or related field
• Experience with programmatic, mobile/UA, and CTV through major DSPs and ad platforms
• Experience planning and negotiating OOH, TV, and/or radio
• Hands-on use of AI tools for bidding, targeting, creative testing, or forecasting

Responsibilities

• Plan, execute, and optimize programmatic, mobile/UA, and CTV/OTT campaigns for new customer acquisition
• Manage always-on and campaign budgets, reallocating spend in-flight based on performance
• Own audience strategy: first-party data, lookalikes, contextual, and state-specific segmentation
• Negotiate with agencies, networks, and platforms for premium inventory
• Plan and manage offline media (OOH, TV, radio) tied to launches and promotions
• Measure offline impact and attribution across digital and TV
• Build dashboards and predictive models to guide budget shifts

Skills

Budget ownership

Programmatic

Mobile/UA

CTV/OTT

Analytics

Excel

SQL

ROAS

Communication

Education

Bachelor's degree in Marketing/Analytics

Tools

DSP platforms

AI bidding tools

Attribution tools

Job description

• Plan, execute, and optimize programmatic, mobile/UA, and CTV/OTT campaigns that drive new customer acquisition
• Manage always-on and campaign budgets, reallocating spend in-flight based on performance
• Own audience strategy: first-party data, lookalikes, contextual, and state-specific segmentation for regulated markets
• Negotiate with agencies, networks, and platforms to secure premium inventory and stay ahead of product changes

Traditional & Offline Media

• Plan and manage OOH, TV, and radio campaigns tied to launches, promotions, and the sports calendar
• Negotiate rates and placements with media vendors and manage flighting
• Time offline media to amplify key digital acquisition moments
• Measure offline impact through geo-lift, search lift, and promo code attribution
• Own the end-to-end paid media budget, forecasting spend and new customer volume by channel
• Partner with Creative, Brand, CRM, and Analytics to keep messaging and offers consistent
• Report performance, pacing, and recommendations to marketing leadership

AI, Optimization & Performance Analysis

• Deploy AI-powered bidding, budget allocation, and targeting tools to improve media efficiency
• Run high-velocity AI-driven creative and offer tests, and scale winners quickly
• Build dashboards and predictive models (LTV, media mix) to guide budget shifts before spend is wasted
• Partner with Data Science on attribution models that fairly credit digital and offline media
• Pilot emerging AI and adtech tools and bring the best into the always-on stack

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Qualifications

Experience

Preferred

5+ years in paid media or performance marketing, with direct budget ownership

Bachelor's degree in Marketing, Business, Analytics, or related field, or equivalent experience

Online gaming, sports betting, or casino experience, including state-by-state regulations and responsible gambling compliance (preferred)

Proven record of growing new customers and improving ROAS

Hands‑on experience with programmatic, mobile/UA, and CTV through major DSPs and ad platforms

Experience planning and negotiating OOH, TV, and/or radio

Hands‑on use of AI tools for bidding, targeting, creative testing, or forecasting

Excellent analytical skills across attribution, MMM, and ROAS/LTV analysis; fluent in Excel, SQL, and marketing analytics platforms

Clear communicator, comfortable presenting strategy and results to senior leadership

Equal Opportunity Employer
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