Position Summary

Responsible for developing and executing comprehensive marketing strategies to drive player acquisition, engagement through affiliate partnerships and multi-channel marketing efforts to achieve corporate revenue objectives and maximize customer retention. This role requires exceptional relationship management skills - building, managing and developing productive partnerships with affiliates and media partners to expand reach. This role requires expertise in brand marketing and performance-based marketing. The individual should be comfortable operating in a fast-paced and lean start-up to scale-up environment, where rolling up your sleeves and bringing a self-starting attitude is required to get the job done.

Core Competencies

• Strong ideation, creativity and innovative thinking
• Strategic thinking
• Planning, organizing and executing
• Exceptional research and analysis
• Communication and negotiation skills
• Brand management
• Performance-based / Pay-per-click (PPC) advertising experience
• Results-driven
• Strong relationship building and networking skills
• Excellent presentation skills
• Problem solving, decision making and judgement
• Providing consultation
• Ethics and integrity
• Teamwork & Collaboration

Key Outcomes of the Position

Marketing Strategy Execution:

• Lead cross-channel marketing mix strategy planning and execution, ensuring alignment between affiliate marketing and broader brand objectives.
• Develop and execute acquisition and engagement strategies and tactics to deliver revenue generating marketing campaigns on time, on-budget and with the highest quality leveraging email, social media, paid digital campaigns, SEO/SEM, etc.
• Perform campaign management, tracking and measurement of all acquisition campaigns.
• Deliver multi-channel personalized customer communications and experiences that drive reach, awareness and conversion of brand, product and promotional focus areas.
• Understand the risk and compliance landscape across the industry and how that applies to NorthStar Gamings obligations
• Leverage analytics to evaluate end-to-end customer experiences across multiple channels and customer touch points.
• Provide calendars/content to the organization. Monitor activity to identify and recommend areas of improvement to increase performance

Player Acquisition:

• Deliver revenue generating marketing campaigns on time and with the highest quality while optimizing spend.
• Manage performance and relationship with external marketing agencies, driving accountability and action in a productive relationship
• Implement performance-driven strategies to maximize customer growth and conversion rates while strengthening brand awareness through acquisition and performance-based marketing efforts in alignment with Corporate Objectives and brand integrity.
• Identify trends, opportunities, and areas for improvement with the affiliate and acquisition programs.
• Prepare reports on acquisition efforts, interpret data and provide insights to improve strategies and inform future campaigns.
• Collaborate with other departments to integrate acquisition and affiliate marketing into broader campaigns and other company initiatives.
• Drive collaboration between acquisition and retention to create a feedback loop between CRM and affiliate marketing.

Performance Optimization:

• Analyze and optimize marketing performance, website traffic and conversion rates using data-driven insights and analytics tools
• Create data-driven marketing initiatives and tests that deliver against business objectives and ROI and KPI targets.
• Establish a clear set of success criteria and measurements to demonstrate scale impact, including creating transparent access to detailed performance metrics and establish the appropriate forums and cadence to understand, act on and optimize performance insights. Provide timely and accurate reporting against core metrics and KPIs.
• Manage database segmentation to optimize marketing spend and reach.
• Drive testing, optimization, and scaling efforts across various digital channels (paid search, paid social, display, programmatic, SEO, influencer partnerships).
• Develop KPIs, track performance, and provide regular reporting and insights on marketing effectiveness.

Affiliate Program Management & Growth:

• Develop, manage, and scale the affiliate marketing program by establishing and optimizing partnerships to support customer acquisition and revenue growth.
• Manage affiliate portfolio in its entirety, leading development, planning, deal negotiation, execution, measurement and optimization activities, alongside relationship and issues management
• Manage the affiliate marketing budget and make recommendations for performance goals, forecasting revenue, ad spending and controlling costs.
• Monitor & analyze affiliate performance metrics based on standard KPIs such as conversion rate/player value to improve ROI and report any irregularities in traffic.
• Identify and cultivate top performers and develop incentive programs to reward key partners.
• Ensure affiliates adhere to program rules and guidelines, maintain brand integrity, legal, and regulatory standards across all channels.

Partnership Management:

• Cultivate and maintain strong relationships with affiliate partners, networks and media agencies and external stakeholders to maximize collaboration, drive referrals and new player acquisition.
• Build and maintain network of contacts by attending relevant iGaming tradeshows and summits.
• Negotiating terms for partnerships and paid media placements to ensure favourable terms and strong performance while maximizing partnership potential.
• Work cross-functionally with internal teams to align marketing initiatives with business objectives.

Innovation & Industry Trends:

• Stay ahead of industry trends and leverage emerging opportunities to enhance marketing efforts.

Qualifications

Required Experience:

• 5+ years of relevant work experience in a managerial capacity in affiliate marketing, acquisition marketing, performance marketing or digital marketing
• Degree in Marketing, Business, or a related field.
• Results-driven mentality with ability to conduct in-depth analysis of program metrics.
• Ability to uphold and demonstrate the highest level of integrity in all situations and recognize standards required by a regulated business.
• Extensive online and digital skills to develop and implement online promotional strategies for affiliate recruitment.
• Strong background in Performance Marketing, and user acquisition.
• Proven track record of managing and growing an affiliate marketing program.
• Hands-on experience with affiliate networks, tracking platforms, and data analytics.

Technical Requirements:

• Knowledge of mobile app marketing channels and tactics including ASO, push notifications, etc.
• Knowledge of online marketing methods and best practices.
• Proficiency in analytics using tools such as Google Analytics, Adwords, Google webmaster tools, etc.
• Expertise with digital marketing and analytics systems and leveraging advanced analytics and data science to improve personalized customer lifecycle management.
• Intermediate Excel skills and familiarity with basic formulas (VLOOKUPS, IF functions, pivot tables etc.)
• Knowledge of social media platforms and how each can be deployed to meet marketing needs.

Preferred experience:

• Online Sports Betting and Casino Gaming, iGaming or Big Tech experience

About Us:

NorthStar Gaming proudly owns and operates NorthStar Bets, a made-in-Ontario casino and sportsbook gaming platform that provides players with a uniquely local, premier user experience. The NorthStar Bets sportsbook provides real time news, stats, analysis and scores directly in the betting environment along with the most popular online casino games. A Canadian company, NorthStar Gaming is uniquely positioned to become a convergence leader in the intersection of sports media and sports wagering thanks to its partnerships and agreements with leading media companies. NorthStar Gaming is committed to operating at the highest level of responsible gaming standards and to ensuring local players' entertainment dollars stay in the province of Ontario and other regulated jurisdictions as they develop.

To learn more about who we are, check out our website athttps://www.northstargaming.ca/