Head of UK Marketing


Head of UK Marketing


  • Work Location Type:
  • Office:
  • Type of Employment:
    Full Time Permanent
  • Reference Number:

About Kindred

Kindred Group is a digital entertainment pioneer bringing together nine successful online gambling brands, forming one of the largest online gambling groups in the world. Our purpose is to transform gambling by being a trusted source of entertainment that contributes positively to society. Our goal is that 0% revenue is derived from harmful gambling.

Our global team of more than 2000 people represents 60+ nationalities. When you join Kindred, you'll be part of a collaborative, diverse and inclusive team that has your best interest at heart. We are a trusting company that knows the value of a healthy work-life balance. We offer a wide range of benefits, along with a hybrid working model which allows flexibility between working from home and enjoying our superb office facilities.

The role

This role is responsible for delivering one of the Kindred Group's key strategic initiatives, namely significant growth in the highly competitive UK market. The role is multi-brand and will be responsible for a significant marketing budget running to tens of millions GBP and P&L performance for the Kindred Group's UK business.

Core responsibilities will include;

  • Oversee the management of the acquisition marketing budget, forecasting for current and future revenue and building a long-term plan to grow the brands in the UK via strategic partnerships and strong creative.
  • You will help instill a culture of nurturing and developing player value that ensures we are delivering effective and efficient marketing investment and building a sustainable revenue base.
  • The role will include oversight of all online and above the line marketing and you will ensure that these are optimised to maximise brand and acquisition opportunities.
  • You will be responsible for determining the appropriate brand portfolio and individual brand strategies.
  • You will develop target audience profiles, build marketing strategies to reach and attract those profiles and you will have a good understanding of how to transform brand strategy to tactical plans.
  • The quantity and quality of new customer acquisition are core KPIs. You will enjoy a high level of autonomy and be empowered to take ownership of delivering results your way.
  • You will lead a team of talented marketeers across London and Gibraltar focussed on brand marketing and digital acquisition marketing. You will also work closely with several global teams providing specialist knowledge and expertise.

What you will do

  • Overall responsibility for the Kindred brand portfolio in the UK, including P&L, KPI Management and personnel management
  • Oversee delivery of all new player acquisition targets across all brands and products – both volume and value of new customers
  • Support the budgeting & forecasting for new customer acquisition, retention rates of new and existing customers and long-term revenue.
  • Evolve ROI optimisation focus for marketing investment
  • Implement improved analytics solutions to ensure effective measurement of performance across all marketing channels to identify key trends within the business
  • Develop strong relationships with the business's brand and sponsorship partners – football clubs, racing sponsorships, boxing partnerships, brand ambassadors & ITV
  • Collaborate with the UK's senior leadership team on delivery of strategic projects
  • Ensure ongoing evolution of brand and acquisition marketing in line with business desire to play a leading role in GBGC's ‘raising standards' drive
  • Build brand plans to extend reach, whilst ensuring continual optimisation of offers and creative through constant testing
  • Purchase media based on an optimal and cost-efficient media mix
  • Create a strong, ambitious and performance-oriented team culture


How will success be measured in this role

  • Value and volume of new customers
  • Total revenue versus target
  • Total gross contribution versus target
  • Marketing efficiency
  • Brand share of search against competitor set
  • Maintaining compliance with all relevant training and other compliance activities in order to support the delivery for sustainable and responsible growth
  • Acting in line with Kindred's values


Your experience

  • Circa five to ten years of relevant experience with proven track-record of delivering tangible results
  • Circa five to ten years cross-channel acquisition experience
  • Circa five to ten years brand marketing experience
  • An ability to inspire and lead through influence to build alignment with teams outside of your direct reporting lines
  • Very strong analytical ability with a detailed understanding of the KPIs required to deliver success from a growth and P/L perspective
  • Strong communication skills across various internal and external stakeholder groups
  • Coaching ability to motivate your team to ensure they maximize their results
  • An internal drive to be a winner, motivating and inspiring people to be proud and deliver the best gambling experience to customers
  • Experience of and connections within the UK media industry
  • Understanding, experience and interest in the online gambling industry
  • A passion for gaming and sports – core areas of our commercial partnerships and brand activity
  • The ability to think creatively about innovative ways to grow the brands



Our Way Of Working

Our world is hybrid.

A career is not a sprint. It’s a marathon. One of the perks of joining us is that we value you as a person first. Our hybrid world allows you to focus on your goals and responsibilities and lets you self-organise to improve your deliveries and get the work done in your own way.

Application Process

Click on the “Apply Now” button and complete the short web form. Please add your CV and covering letter in English to let us know your motivation for applying and your salary expectation. Our Talent Acquisition team will be in touch soon. Kindred is an equal opportunities employer committed to employing a diverse workforce and an inclusive culture. As such we oppose all forms of discrimination in the workplace. We create equal opportunities for all our applicants and will treat people equally regardless of and not limited to, gender, ages, disability, race, sexual orientation. We are committed not only to our legal obligations but also to the positive promotion that equal opportunities bring to our operations as set out in our sustainability framework. Kindred has an ESG rating of AAA by MCSI.



  • Work Location Type:
  • Office:
  • Type of Employment:
    Full Time Permanent
  • Reference Number:


Close map
4th Floor World Trade Center, 6 Bayside Road, Gibraltar


Well-being allowance
Learning and development opportunities
Inclusion networks
Charity days
Long service awards
Private medical insurance
Life assurance and income protection
Employee Assistance Programme

Meet the recruiter

Desmond Griffiths


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