Head of Acquisition

Purpose of this role:

The Head of Acquisition is responsible for driving customer acquisition strategies, overseeing the implementation of targeted marketing campaigns, and optimizing channels to grow the company's customer base through acquiring First Time Bettors (FTBs). The role will focus on delivering measurable growth by leveraging digital platforms, partnerships, and other innovative methods, ensuring alignment with the company’s objectives in the highly competitive African online betting market. KingMakers currently operates in Nigeria and South Africa, with further expansion planned.

Key responsibilities / accountabilities:

Strategic Planning and Execution:

1. Develop and implement a comprehensive customer acquisition strategy for the KingMakers brands operating in Nigeria (BetKing) and South Africa (SuperSportBet) and beyond.
2. Identify and prioritize acquisition channels, including digital advertising, affiliates, partnerships, and working with the local marketing teams on any offline campaigns.
3. Monitor market trends and competitor activities to refine strategies and maintain a competitive edge.

Performance Marketing:

1. Oversee paid marketing campaigns across Google, Opera, social media, programmatic platforms, and affiliate networks.
2. Optimize campaigns for customer acquisition cost (CAC), conversion rates, and return on investment (ROI).
3. Ensure tracking, analysis, and reporting of campaign performance metrics.

Partnerships and Affiliates:

1. Develop and manage affiliate programs and strategic partnerships to expand the company’s reach.
2. Negotiate and onboard partners to ensure mutual growth objectives are met.

Data-Driven Decision Making:

1. Leverage data analytics tools to assess acquisition performance and identify areas for improvement.
2. Use customer insights to inform targeting and messaging strategies.

Budget Management:

1. Manage the acquisition budget, ensuring optimal allocation of resources to meet acquisition goals.
2. Provide regular budgetary and performance reports to senior leadership.

Team Leadership:

1. Build and lead a high-performing acquisition team, providing mentorship and professional development opportunities.
2. Collaborate cross-functionally with marketing, product, data, and customer service teams to ensure seamless campaign execution and customer journeys.

Requirements

1. Bachelor’s degree in Marketing, Business Administration, or a related field; an advanced degree is a plus.
2. Minimum of 7-10 years of experience in customer acquisition, performance marketing, or a similar role, with at least 3 years in a leadership position.
3. Proven experience in the online betting, gaming, or a related industry is highly desirable.
4. Demonstrable success in scaling customer acquisition efforts across multiple markets, preferably within Africa.
5. Strong understanding of regulatory requirements and market nuances in the African betting industry.

Skills, knowledge and abilities:

Technical Skills:

1. Expertise in digital marketing tools and platforms (e.g., Google Ads, Meta Ads Manager, programmatic platforms, affiliate software).
2. Proficiency in data analytics tools (e.g., Google Analytics, Power BI, or similar).

Leadership Skills:

1. Ability to inspire and lead a diverse team in a fast-paced environment.
2. Strong decision-making and problem-solving skills.

Market Knowledge:

1. Deep understanding of the African online betting landscape, customer behaviors, and key growth drivers.
2. Familiarity with mobile-first strategies and payment ecosystems in Africa.

Interpersonal Skills:

1. Excellent communication, negotiation, and relationship management skills.
2. Ability to collaborate effectively with internal and external stakeholders.

Analytical Abilities:

1. Data-driven mindset with a focus on optimizing campaigns for performance.
2. Ability to interpret complex data and translate insights into actionable strategies.