Head of Marketing & Growth - Playbook
Better Collective is looking for a Head of Marketing & Growth to join the team and own the full marketing function for Playbook. This role will be the primary driver of new user acquisition and retention.
The successful candidate will collaborate with the GM of Playbook, product, analytics, design, and engineers. They will contribute to setting strategy, campaign execution, spend optimization, testing, and go-to-market for new feature launches.
- Own end-to-end go-to-market planning and execution for new product surfaces as they roll out.
- Lead GTM sequencing and prioritisation across channels for major moments, including sporting calendar events, product launches, and market entries.
- Partner with product on feature positioning and messaging to translate the roadmap into a clear, phased market rollout plan.
- Build repeatable GTM playbooks so future launches can move faster.
- Own the growth P&L across paid (X/Meta and emerging channels), organic social, and email/CRM.
- Build and manage budget allocation models to maximise new user growth and retention within CAC targets.
- Define and own the core growth funnel and identify the highest-leverage points for intervention.
- Plan and execute always-on and moment-driven campaigns across owned and paid channels.
- Build and run follower growth, referral, and reactivation campaigns using mechanics like streaks, deeplinks, and gamified incentives.
- Obsess over retention metrics and build lifecycle programs to improve them.
- Partner with analytics to build cohort-level views of user behaviour and translate insights into marketing action.
- 6–8+ years of marketing/growth experience (required).
- Experience in the sports betting, gaming, or affiliate/media industry (required).
- Proven track record owning paid and organic acquisition channels with real budget and CAC/LTV accountability (required).
- Experience building and scaling retention/lifecycle programs (required).
- Hands-on experience launching go-to-market plans for new products or features (required).
- Strong command of performance marketing fundamentals alongside brand/content instincts (required).
- Experience with, or strong familiarity with, growth mechanics like referrals, streaks, deeplinks, and social-native distribution (nice-to-have).
- Comfortable operating across multiple markets and regulatory environments (US, UK, Brazil) (nice-to-have).
- Experience working in a startup environment (nice-to-have).
- Social media experience (nice-to-have).
- The opportunity to work with talented colleagues across multiple countries and cultures.
- A high level of ownership and trust in your work.
- Flexibility in how and where you work (depending on location and team setup).
- Learning and development opportunities as you grow your career.
- The chance to work with products and brands used by millions of sports fans worldwide.
Better Collective is a digital sports media group operating a "House of Brands" of sports media, betting media and esports communities. Founded in Denmark in 2004 and headquartered in Copenhagen, it remains led by its original founders and has grown through acquisitions into a leading global sports media business with offices in more than 20 locations. Its brands - including HLTV, FUTBIN, Action Network, VegasInsider and the Latam-focused Futbol Sites network - engage a sports audience of over 450 million visits per month through news, video, podcasts and expert analysis. The group earns revenue primarily through performance marketing for sportsbooks, alongside advertising, subscriptions and partnerships. Better Collective is listed on Nasdaq Stockholm.