Head of Digital Marketing

LulaBet; Cape Town; On-site; ZAR 1,000,000 - 1,800,000; Full time

Benefits offered by this job

Hybrid Working Environment

Job summary

LulaBet seeks a Head of Digital Marketing to drive customer acquisition and digital growth. You will own the growth strategy, performance marketing, SEO, analytics, and website optimization to deliver measurable results across all online platforms.

The role demands hands-on expertise with GA4, GTM, tracking, and data-driven decision-making, working closely with Tech, Product, and external agencies in a hybrid Cape Town environment.

Qualifications

• A relevant degree or equivalent demonstrated professional experience in digital marketing, analytics, computer science, information systems or a related discipline.
• At least five years' hands‑on experience in digital marketing with direct responsibility for customer acquisition and digital growth.
• Proven ability to operate performance marketing platforms across paid search, paid social and other digital acquisition channels.
• Advanced hands‑on proficiency in Google Analytics 4 (GA4) and Google Tag Manager (GTM), including event configuration, implementation, testing and troubleshooting.
• Strong understanding of attribution, conversion tracking, tag governance and digital measurement methodologies.

Responsibilities

• Develop and execute LulaBet's digital growth strategy aligned to commercial targets.
• Develop and manage performance marketing across paid search, paid social, display, programmatic and other relevant digital acquisition channels.
• Own and execute LulaBet's SEO strategy across technical, on‑page and off‑page optimisation.
• Conduct SEO audits and implement recommendations to improve search visibility, rankings and organic traffic.
• Monitor competitor activity, market trends and digital performance benchmarks to identify growth opportunities.
• Own the marketing performance of the LulaBet website and ensure customer‑facing content remains accurate, functional and commercially effective.

Skills

GA4 & GTM

SEO

Performance marketing

Analytics

Conversion optimization

Website optimisation

Education

Degree in digital marketing or related field

Tools

GA4

GTM

Job description

We are a top-tier iGaming and Sportsbook operator based in Cape Town.

Our aim is to deliver a world-class betting experience by providing professional and friendly service, delivered on a state-of-the-art platform. We are a dynamic and experienced team in an exciting company looking for passionate people to join us. Do you thrive in a fast-paced environment and want to be part of a motivated team? Then this is for you!

Job Description

As the Head of Digital Marketing for LulaBet, you will be responsible for driving customer acquisition, digital growth and online marketing performance across the business.

You will own the digital growth strategy and execution, with accountability for performance marketing, search engine optimization (SEO), website management, conversion optimization, analytics and digital channel performance.

This role serves as the organisation's technical digital marketing expert and is responsible for driving measurable customer acquisition, improving digital channel efficiency and maximizing return on marketing investment across all online platforms.

The successful candidate will combine strong commercial acumen with deep technical expertise and a proven ability to use data, technology and performance marketing disciplines to deliver sustainable business growth.

Working closely with internal stakeholders and external specialist agencies, the Head of Digital Marketing will identify growth opportunities, optimize digital experiences and ensure LulaBet remains competitive within a rapidly evolving online gaming and betting environment.

This is a hands‑on specialist leadership role for a highly technical digital operator. The successful candidate must be comfortable working directly within analytics, tracking, advertising, SEO and optimisation platforms, rather than relying solely on agencies or external partners.

Key Responsibilities

• Develop and execute LulaBet's digital growth strategy aligned to commercial targets.
• Develop and manage performance marketing across paid search, paid social, display, programmatic and other relevant digital acquisition channels.
• Manage and optimise digital marketing budgets to maximise return on investment and customer acquisition performance.
• Own and execute LulaBet's SEO strategy across technical, on‑page and off‑page optimisation.
• Conduct SEO audits and implement recommendations to improve search visibility, rankings and organic traffic.
• Monitor competitor activity, market trends and digital performance benchmarks to identify growth opportunities.
• Own the marketing performance of the LulaBet website and ensure customer‑facing content remains accurate, functional and commercially effective.
• Manage website campaign placements, landing pages and promotional deployments.
• Work closely with Technology and Product teams to improve website functionality, usability and performance.
• Analyse acquisition and conversion funnels across digital touchpoints and identify barriers to conversion.
• Develop and execute website and landing‑page testing programmes to improve performance and conversion rates.
• Analyse user behaviour to identify areas of friction and opportunity, and measure the commercial effect of optimisation initiatives.
• Own LulaBet's digital marketing measurement framework and tracking architecture.
• Manage and maintain Google Analytics 4 (GA4), Google Tag Manager (GTM) and associated tracking technologies.
• Ensure accurate event tracking, attribution and conversion measurement across digital channels.
• Develop dashboards and translate performance data into clear commercial insights and recommendations for management.
• Work directly with developers, technical suppliers and specialist agencies to define, implement and validate tracking requirements.
• Facilitate the implementation and maintenance of tracking links and campaign parameters required by the Affiliate Specialist, without assuming ownership of the affiliate channel.
• Manage relationships with SEO, paid media, analytics and specialist digital agencies, including clear KPIs and reporting standards.
• Evaluate new digital marketing tools, technologies and acquisition opportunities.
• Ensure digital marketing activities comply with applicable gaming regulations, advertising standards, privacy requirements and internal approval processes.
• Continuously analyse performance against agreed KPIs, optimise the digital strategy and report regularly to management on results, risks and growth opportunities.

Qualifications

• A relevant degree or equivalent demonstrated professional experience in digital marketing, analytics, computer science, information systems or a related discipline.
• At least five years' hands‑on experience in digital marketing with direct responsibility for customer acquisition and digital growth.
• Proven ability to operate performance marketing platforms across paid search, paid social and other digital acquisition channels.
• Advanced hands‑on proficiency in Google Analytics 4 (GA4) and Google Tag Manager (GTM), including event configuration, implementation, testing and troubleshooting.
• Strong understanding of attribution, conversion tracking, tag governance and digital measurement methodologies.
• Strong technical SEO capability, including the ability to conduct audits, diagnose issues and oversee implementation.
• Experience managing website performance, landing pages, conversion optimisation and structured experimentation.
• Demonstrated ability to interrogate complex datasets and translate findings into commercial action.
• Experience working directly with developers, technical suppliers and digital agencies.
• Working knowledge of web technologies and the ability to read, understand or make practical use of code relevant to tracking and website optimisation.
• Strong commercial judgement, numerical capability and problem‑solving skills.

Advantageous

• Experience within iGaming, fintech or a high‑growth e‑commerce environment.
• Significant e‑commerce experience, particularly in a performance‑driven customer acquisition business.
• Experience building analytics, reporting or data visualisation frameworks.
• Relevant Google or equivalent digital marketing certifications.

Important: This is not a pure management, agency‑management or account‑management role. Candidates must be able to demonstrate meaningful hands‑on experience across GA4, GTM, performance marketing platforms, SEO, tracking and digital measurement technologies.

Additional Information

What's on Offer

• Competitive Package: We offer a competitive package aligned with the scope and seniority of the role.
• Direct Impact: Work closely with executive leadership and play a key role in shaping LulaBet's future growth.
• Ownership: Take responsibility for a critical business function that directly influences customer acquisition, digital performance and commercial success.
• Growth Environment: Join an ambitious and fast‑growing business operating in one of the most dynamic sectors in online gaming and betting.
• Collaborative Team: Work alongside experienced professionals across Marketing, Technology, Product, Finance, Risk and Operations.
• Hybrid Working Environment: The role operates on a hybrid basis, balancing office collaboration and remote work. The working arrangement is discretionary and may be adjusted according to business requirements, including periods of increased in‑office attendance.

This is a hybrid role based in Cape Town.