Head of Media Buying

Responsibilities

• Lead the Media Buy team and set its strategic focus on black-hat media buying, through both in-house setups and external sources.
• Develop and execute black-hat strategies for campaign delivery, covering both seasonal and evergreen activity, and renew them continuously.
• Manage campaigns directly, setting the standard for the team in campaign build, optimisation and scaling.
• Build and maintain the technical and account infrastructure on which black-hat buying depends, ensuring resilience when platforms or networks change their policies.
• Document tactics and processes in playbooks, so that performance does not depend on any single individual.
• Major platforms: Meta, Google and YouTube, Bing, TikTok and X, plus Telegram, WhatsApp, ChatGPT, Reddit.
• Additional traffic types: native, push, pop and programmatic, direct buys with sports and odds publishers, and display campaigns in Bannerflow.
• New sources and markets: competitor and market research to find new sources, a channel mix tailored to each market including DACH, Brazil and Turkey, and scale, pause or discontinue decisions on the data.
• Own the media buy landing pages for Acquisition. Design and development are delivered by in-house designers and developers; the Head of Media Buy ensures the pages remain current.
• Partner with the Head of SEO to ensure sufficient landing page coverage for the traffic being purchased.
• Provide input for landing page tests, and apply the findings to improve conversion.
• Work with Netrefer on tracking, ensuring every campaign is measured from click through to registration, FTD and NGR.
• Be accountable for the agreed targets: FTDs, NGR, cost per FTD and cost per registration.
• Provide reporting on request at any time, with full transparency on where budget is spent and the return it delivers.
• Produce regular dashboards and weekly performance reports across all campaigns.
• Own the media buy budget, agreeing the split across channels with the Head of Acquisition and monitoring pacing and spend daily.
• Approve spend only against agreed budgets, maintaining a clear audit trail for every top-up, payment and spend movement.
• Reconcile spend against platform and network records and invoices, and escalate any variance immediately.
• Maintain documented records of access to ad accounts and payment methods.
• Work closely with the Head of Social Media, who owns communications strategy and white-hat media buying with a separate budget, so that both functions operate in alignment.
• Work directly with the AI Creative Lead on all campaign creatives, including briefs, variants and performance feedback.
• Lead the Media Buy team, setting priorities, reviewing work regularly and providing coaching.
• Maintain availability and responsiveness during core working hours, and set the same expectation for the team.

Requirements

• 5+ years' experience in performance media buying, including a proven record in black-hat or non-standard media buying in iGaming or other restricted verticals, supported by demonstrable results.
• Hands-on proficiency across multiple traffic types and platforms, such as Meta, YouTube, Telegram, native, push and programmatic.
• Strong knowledge of tracking and attribution, including postbacks, UTMs and server-side tracking.
• Experience leading a media buying team and managing significant monthly advertising budgets with clear controls.
• Strong financial discipline, with spend documented, reconciled and explained proactively.
• A proactive, accountable approach, with prompt responsiveness and open collaboration with colleagues.

Perks & Benefits:

• Flexible hybrid working: Two hybrid models to support different lifestyles, including employees who have kids and/or other personal commitments.
• Gym allowance: Up to €600 per year, which can be used towards gym memberships or fitness classes, including Pilates and yoga.
• Health and dental insurance.
• Vision benefit: A company-covered eye test and a €100 contribution towards the purchase or replacement of prescription eyewear.
• Lyra wellbeing support: Confidential access to professional support through the Lyra app for mental wellbeing, financial concerns and other personal challenges.
• Daily fresh fruit and snacks at our open-plan office.
• On-site parking: Available on a first-come, first-served basis.
• On-site canteen: Conveniently located downstairs in the office building.