Head of Marketing and Product Analytics

Excellent opportunity to join Betsson Group as our new Head of Marketing and Product Analytics

Head of Marketing and Product Analytics is responsible for developing and executing innovative marketing analytics strategies to analyse marketing performance across various marketing channels, markets and brands, and support the organisation to drive revenue/profitable growth. Additionally, this position is responsible for leveraging web analytics tools to analyze website traffic, understand user behavior, and campaign performance to optimize Betsson’s digital presence and enhance overall customer experience.

• Lead and manage the marketing and product analytics team, setting strategic goals and providing guidance and mentorship to team members.
• Develop and implement a comprehensive marketing and product analytics strategy, ensuring alignment with overall business objectives.
• Analyze marketing campaign performance and customer data to identify trends, patterns, and opportunities for optimization - essentially laddering up to Marketing ROI Models;
• Promote and develop best practice for optimisation and testing approaches, relating to Product Development initiatives.
• Develop Media mix model and advanced measurement scenarios to help optimize marketing investments;
• Customer satisfaction measurement and monitoring including Brand health KPIs;
• Conduct deep-dive marketing data analysis to derive actionable insights and make data-driven recommendations for improving marketing effectiveness.
• Manage and optimize marketing performance tracking systems and tools, ensuring accurate and consistent reporting.
• Collaborate with cross-functional teams, predominantly Marketing and Product, to align on key business metrics and objectives.
• Present findings and recommendations to senior management and stakeholders, communicating complex data-driven insights clearly and concisely and ensure that findings are being pulled through to action, and that insights are business relevant.
• Establish and maintain data governance and quality standards to ensure data accuracy and reliability of reporting.
• Conceptualize, create and maintain performance dashboards to monitor KPIs for acquisition, retention and monetization of players and customer journeys.
• Perform cohort analyses to identify trends in player behavior and measure impact of product feature releases on player activity.
• Stay up-to-date with industry trends and best practices in marketing and product analytics, identifying opportunities for innovation and improvement.

• Minimum 5-10 years’ experience in delivering analytic results working within database marketing and analytics ideally in the area of igaming
• Minimum 2-3 years’ experience working in a management or leadership capacity.
• Proficient in Excel, Google analytics (GA4), Big Query, MySQL, familiar with ETL tools such as KNIME and at least one scripting language (R, Python,);
• Have a deep understanding of A/B testing and be highly knowledgeable in key metric identification for driving and maintaining healthy business performance;
• Expert in analysing large, complex, multi-dimensional data sets with a variety of tools;
• Expert in visualisation tools such as PowerBI, or Tableau
• Highly organized with an ability to work under tight deadlines and shifting priorities;
• Must demonstrate exceptionally good leadership skills, demonstrating an ability to inspire and lead a large cross-functional group in a unified direction with a common vision.

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