Head of Social Media Management - iGaming

Head of Social Media Management – iGaming

Location: Remote
Department: Marketing / Growth
Employment Type: Full-time
Reports To: Head of Marketing / CMO

About the Role

We are looking for a Head of Social Media Management to build, lead and scale our social media presence across our iGaming brands prominently in India and other markets.

This is a senior, hands-on role responsible for developing the overall social media strategy across organic social, content, community, influencers, partnerships and social-led growth.

The ideal candidate will understand the culture of online casino, sportsbook, sports, gaming and internet communities and know how to turn trends, conversations, creators and content into meaningful brand engagement and player acquisition.

This is not a posting or content-scheduling role. We are looking for someone who can build a social media engine from strategy through execution, create a strong brand voice, grow communities and use data to continuously improve performance.

Key Responsibilities

1. Social Media Strategy \& Leadership

• Develop and own the overall social media strategy for the company's iGaming brands.
• Build platform-specific strategies based on audience behaviour, market and business objectives.
• Develop short-, medium- and long-term social growth plans.
• Establish social media KPIs and performance targets.
• Identify new platforms, communities and emerging channels that could provide growth opportunities.
• Stay ahead of changes in platform algorithms, social trends and digital culture.

2. Social Media Channel Management

Own and oversee social presence across relevant platforms, including:

• X / Twitter, Instagram, TikTok, YouTube, Facebook, Snapchat, Telegram, Reddit, Discord, Twitch / KICK and other emerging platforms relevant to the target market

Develop a clear strategy for what content, audience and objective each platform should serve.

3. Content Strategy \& Creation

• Develop a strong and recognizable social-first brand voice.
• Own the social content calendar and publishing strategy.
• Develop content pillars covering entertainment, sports, casino, promotions, trends, community, brand and lifestyle.
• Identify viral formats and adapt them to the brand.
• Work closely with designers, video editors, copywriters and content creators.
• Ensure content is native to each platform rather than simply reposting the same content everywhere.
• Create rapid-turnaround content around sports events, trending topics, news and internet culture.

4. Community Building \& Engagement

• Build highly engaged communities around the brand rather than focusing only on follower numbers.
• Develop community engagement strategies across Telegram, Discord, Reddit, X and other relevant platforms.
• Develop contests, polls, quizzes, giveaways, AMAs and other community activations.
• Establish moderation guidelines and escalation processes.
• Identify community advocates and high-value users.
• Build a strong sense of belonging around the brand.

5. Real-Time \& Trend Marketing

A major part of this role will be real-time social marketing.

• Monitor trending conversations, sports events, memes, news and internet culture.
• Identify opportunities for real-time engagement and trend-jacking.
• Develop rapid-response content around major sporting events and cultural moments.
• Participate in relevant conversations without compromising brand safety.
• Build a system for identifying and acting on trends before they become saturated.
• Experiment with unconventional and culturally relevant social formats.

6. Influencer, Creator \& Streamer Marketing

• Develop and own the social influencer and creator strategy.
• Identify relevant influencers, streamers, sports personalities and content creators.
• Manage creator partnerships and social collaborations.
• Work with casino/sports streamers on platforms such as YouTube, Twitch and KICK where appropriate.
• Track influencer performance and ROI.
• Identify emerging creators before they become mainstream.

7. Social Growth \& Acquisition

• Develop strategies to turn social audiences into measurable website traffic, registrations and players.
• Work closely with Performance Marketing, CRM, Affiliate and Product teams.
• Develop social campaigns around launches, promotions, tournaments and major sporting events.
• Build experiments to identify which content formats and communities generate the highest commercial value.

8. Social Analytics \& Performance

• Own social media reporting and performance dashboards.
• Track and analyse: Reach, Impressions, Engagement rate, Video views, Watch time, Follower growth, Community growth, CTR, Website traffic, Registrations, FTDs, Revenue / NGR where measurable
• Conduct regular competitor and social listening analysis.

9. Brand \& Reputation Management

• Maintain a consistent brand identity and tone across all channels.
• Develop social media guidelines and brand communication standards.
• Monitor brand mentions and sentiment.
• Develop escalation and crisis communication processes.
• Ensure all social communication follows applicable platform policies and market regulations.

10. AI, Automation \& Emerging Technology

• Identify and implement AI tools to improve content ideation, production, research, social listening and reporting.
• Build AI-assisted workflows for content creation and social media management.
• Explore automation opportunities for publishing, monitoring, reporting and community management.

11. Team Management

• Build and manage the social media team as the function scales.
• Manage Social Media Managers, Community Managers, Content Creators, Designers, Video Editors and external agencies/creators.
• Establish clear responsibilities, workflows and KPIs.
• Mentor team members and improve overall creative and execution quality.
• Build a fast-moving culture focused on experimentation and measurable results.

Key Performance Indicators

Success in this role will be measured by:

• Growth of relevant social audiences
• Engagement rate and quality of engagement
• Organic reach and impressions
• Video views and watch time
• Community growth and activity
• Growth in brand mentions and social visibility
• Website traffic generated from social
• Registrations generated through social
• FTDs and revenue attributable to social where measurable
• Influencer/creator performance
• Cost efficiency of creator campaigns
• Content production and publishing efficiency
• Successful viral / high-performing campaigns
• Brand sentiment and community health

Requirements

• 7+ years of experience in Social Media / Digital Marketing, with significant experience in a senior or leadership role.
• Strong experience managing social media for a B2C brand.
• Strong understanding of the Indian Market and its Internet Culture.
• iGaming, online casino, sportsbook, betting, gaming, crypto or similarly fast-moving digital industries experience is strongly preferred.
• Proven track record of growing social media audiences and highly engaged communities.
• Deep understanding of X, Instagram, TikTok, YouTube, Telegram, Reddit and Discord.
• Experience developing and executing influencer and creator campaigns.
• Strong understanding of social media analytics and performance measurement.
• Experience managing social media teams and external agencies/creators.
• Ability to work in a fast-paced environment where trends and priorities change quickly.
• Strong commercial mindset with an understanding of acquisition and conversion.

Technical \& Platform Skills

Experience with tools such as:

• Meta Business Suite / Meta Ads Manager, X Analytics, TikTok Analytics / TikTok Business, YouTube Studio, Telegram, Discord, Reddit, Hootsuite / Sprout Social / Buffer or similar, Google Analytics 4, Looker Studio, Canva, Adobe Creative Suite, CapCut or similar video-editing tools, Social listening tools, AI content and automation tools.

Good to Have

• Previous experience in casino, sportsbook or iGaming social media.
• Experience working with sports-focused audiences.
• Experience with crypto/Web3 communities.
• Understanding of responsible gambling and platform-specific advertising policies.
• Experience working across multiple international GEOs.

Job Types: Full-time, Permanent

Work Location: Remote