Head of Gaming Growth
The Head of Gaming Growth is accountable for setting and leading the category marketing strategy. There is a clear, commercially driven plan for what goes to market, when it goes live, and which products, events, propositions, and offers are prioritised to maximise growth, customer engagement, and long-term value. This role provides leadership across the category marketing agenda, owning the direction for category performance and acting as the key link between commercial priorities and marketing execution, managing budgets in excess of £50m. Reporting to the Head of Digital Marketing, this role is a key member of the senior leadership team. Leading cross-functional alignment across Brand, CRM, Trading, Performance Marketing, Campaigns, Product, and wider commercial teams to ensure all category marketing activity is insight-led, effectively prioritised, and delivers against business objectives within regulatory frameworks. The Role provides leadership on budget prioritisation, commercial performance, and optimisation.
- Own & Define the category marketing strategy in line with wider business and commercial objectives.
- Own the development of the category roadmap and activity calendar, ensuring plans maximise key commercial opportunities.
- Set category priorities across products, propositions, offers, events, and campaigns.
- Ensure strong alignment between marketing, trading, product, and commercial teams so category priorities are consistently understood and delivered.
- Drive delivery of key category marketing KPIs, including FTD, retention, turnover, engagement, promotional efficiency, and customer value through strong collaboration with internal teams.
- Own category budget allocation, balancing priorities across channels, products, and initiatives.
- Own performance tracking and reporting across key commercial and marketing KPIs providing insight, and recommendations to leadership on category performance, opportunities, and risks.
- Identify and unlock new opportunities for growth through event activation and promotional innovation.
- Lead the category promotional and proposition strategy, including acquisition offers, and event-led promotions.
- Ensure promotional plans support both short-term performance and long-term customer profitability.
- Work with Product and commercial teams to shape compelling propositions and customer-first experiences.
- Partner with CRM, Performance Marketing, and Trading teams to develop a clear testing and optimisation roadmap.
- Lead marketing competitor analysis across the category landscape to identify opportunities, threats, and areas for differentiation.
- Use customer insight, trading data, campaign performance, and market intelligence to shape category priorities and strategic choices.
- Maintain a strong view of industry developments, customer behaviour shifts, and regulatory changes impacting category marketing activity.
- Lead integrated category marketing activity across brand, digital, CRM, partnerships, and campaign channels.
- Align cross-functional teams behind clear category priorities and execution plans.
- Influence senior stakeholders across multiple functions to secure alignment, resolve trade-offs, and drive delivery against shared goals.
- Lead, inspire, and develop high-performing teams and cross-functional contributors.
- Foster a culture of accountability, pace, collaboration, and delivery excellence.
- Work closely with compliance and legal stakeholders to ensure marketing plans are commercially effective while fully aligned to regulatory expectations.
- Significant senior-level experience in category management, commercial marketing, or performance marketing with industry experience (required)
- Proven track record of delivering growth, category performance, and commercial targets (required)
- Strong experience leading multi-channel marketing, promotional, and campaign strategies (required)
- Experience working cross-functionally with Product, CRM, Brand, Data, and commercial teams (required)
- Strong commercial acumen and strategic leadership capability (required)
- Deep understanding of category planning, customer behaviour, and marketing effectiveness (required)
- Data-driven with strong analytical and decision-making skills (required)
- Ability to influence at executive level and align stakeholders around a common strategy (required)
- Proven ability to lead teams, manage complexity, and deliver at pace (required)
- Benefit from bonuses, incentives, retail discount vouchers and more.
- Monthly pension contributions.
- Enhanced maternity & paternity pay.
- A long-service recognition programme and life milestone rewards.
- A recognition scheme to earn and convert points to spend with over 700 retailers.
- A comprehensive financial wellbeing package including salary-based savings with a 5% boost, early access to earnings and free 121 financial coaching.
- Mental health support including an independent Employee Assistance Programme.
- A 24/7 virtual GP service.
- Complimentary eye tests.
- Access to further training and development opportunities.
Betfred is a betting and gaming company that has operated for over 50 years, founded by Fred and Peter Done. It runs more than 1,300 betting shops and employs around 9,500 people, combining a large retail estate with online sports betting and gaming. In 2019 it entered the US sports betting market as Betfred Sportsbook, now operating in several states, and has established a presence in South Africa, where it holds a majority stake in the online betting company LottoStar. Headquartered in Warrington, England, Betfred emphasises customer service and responsible gambling across its operations.
