Head of Social Media
We are looking for a Head of Social Media to build, structure, and scale our social media function across multiple brands in the online gambling and sports betting affiliation space. This role will define the direction of social media organic activity and influencer marketing while also ensuring that strategies are translated into clear execution frameworks and high-quality output. The Head of Social Media will act as one of the main decision-making stakeholders in the intersection between Inbound, Influencer Marketing, Lifecycle, and Paid. They will ensure that social media platforms are used fruitfully to generate brand growth and recognition, traffic and engagement, as well as revenue generation.
- Define and own the overall social media strategy across brands, aligned with branding, acquisition, and monetization goals
- Build and evolve the social media team structure to fit the objectives and match the maximum ROI
- Establish clear content pillars, platform strategies, and tone of voice guidelines and collaborate with the other Marketing leaders to guarantee coherency
- Translate strategy into practical frameworks (content calendars, formats, workflows) that the team can execute consistently
- Define priority platforms and market approaches based on audience and performance CTA
- Directly manage and mentor the team members to foster autonomy as well as adherence to strategic guidelines
- Act as the functional manager of the social team, leaving no gap between strategy and execution
- Ensure high-quality, timely execution of content, campaigns, and community engagement
- Implement processes for planning, approvals, and publishing across multiple brands
- Foster a test-and-learn culture with clear creative iteration cycles
- Oversee content strategy and output across all key platforms (Meta, TikTok, X, YouTube, etc.), ensuring consistency and scalability across brands
- Ensure content is platform-native, relevant, and aligned with brand positioning, while effectively serving different strategic objectives (e.g., inbound traffic, in-platform engagement, brand building)
- Drive audience growth, engagement, and retention through innovative formats, trend adoption, and continuous creative testing
- Guide the team in capitalizing on real-time content opportunities (sports events, trending topics, key casino moments), in close collaboration with the Content team and cross-functional squads
- Partner with the Content function to progressively upskill and empower content writers toward multimedia production and stronger social-first thinking
- Define and lead the influencer marketing strategy across key markets
- Ensure influencer content is fully integrated into the broader social and content ecosystem
- Track and optimize influencer performance based on both brand impact and measurable ROI
- Establish structured and continuous collaboration with key marketing functions to ensure strong alignment and a cohesive, multi-channel approach across all initiatives
- Work closely with the Paid Media team to identify high-performing organic content for amplification, and build feedback loops where paid performance insights inform and refine organic strategy
- Partner with SEO and Content teams to support content distribution, backlink opportunities, and strategic inbound traffic growth
- Collaborate with Customer Marketing (CRM/Lifecycle) to support retention and engagement initiatives, ensuring social media contributes to long-term user value
- Define relevant objectives and KPIs per activity and asset (awareness, engagement, traffic, contribution to revenue etc.)
- Build reporting frameworks and dashboards for consistent performance tracking
- Analyze content, platform, and campaign performance to drive continuous optimization
- Ensure insights are translated into actionable improvements for the team
- Ensure all social media activity complies with gambling regulations and platform policies
- Implement clear internal guidelines for content, promotions, and user engagement
- Work closely with Legal and Compliance teams to mitigate risk
- Managing team performance effectively through the practicing of ongoing performance management, including conducting performance reviews and regular 1-1 meetings.
- Leading by example by delivering positive results and being a visible Catena ambassador.
- Communicating effectively and ensures information is delivered in a clear and timely manner.
- Taking ownership of recruitment and selection for your team by working closely with HR and TA teams.
- Enabling team and individual growth from induction stage to ongoing learning and development.
- 5+ years experience in social media, digital marketing, or content strategy
- Proven experience building and managing social media teams
- Strong understanding of both organic and paid social ecosystems
- Experience with influencer marketing and creator partnerships
- Demonstrated ability to translate strategy into scalable execution
- Data-driven mindset with strong analytical and problem-solving skills
- Experience in regulated industries (gambling, sportsbetting, etc.) is a strong plus
- Deep understanding of social platforms, trends, and content formats
Catena Media is a performance-based online marketing and lead-generation company focused on the iGaming, sports betting and esports industries. It connects operators with new customers through a portfolio of affiliate websites and content across multiple markets, with a particular strength in North America. Headquartered in Gżira, Malta, the company employs a globally distributed workforce of more than 200 people. Catena Media is listed on Nasdaq Stockholm.
