The Job in a Nutshell

As our Vice President of B2C Marketing, you’ll lead and inspire the full marketing strategy across all markets and product lines. Your mission is to grow our active customer base and Net Gaming Revenue in a way that is efficient, compliant, and brand-safe. You’ll focus on increasing customer lifetime value while building a distinctive, trusted brand that stands out - all in line with Responsible Gaming and regulatory standards. If you are motivated by growth, love leading high-performing teams, and enjoy making a real impact, this role is for you.

A Sneak Peek into Your Role

• Leading the global B2C marketing organization by optimizing structure, resources, roles, processes, tools, and capabilities while ensuring delivery against agreed KPIs and growth targets.
• Developing and executing the B2C marketing strategy and annual/quarterly plans while owning budgeting and forecasting.
• Driving growth by exceeding targets for acquisition, retention, and lifetime value in all operational countries while constantly innovating and challenging the status quo to deliver significant business value.
• Reviewing and reporting on the success of marketing strategies, testing frameworks, budget efficiency, and brand perception while educating the business on consumer, competitor, and market trends.
• Evaluating marketing organizational and vendor cost structures while optimizing ROI across media, tools, and headcount.
• Selecting, onboarding, and managing agencies and other marketing partners with clear scopes, SLAs, vendor scorecards, and outcome-based fees where appropriate.
• Directing employer brand positioning and corporate presence across websites, social platforms, careers pages, conference activations, and marketing materials to ensure a cohesive brand inside and out.
• Staying current on gaming and marketing developments while embedding effective practices and innovations across teams and markets.
• Ensuring Responsible Gaming information is best-in-class while maintaining compliance with all regulatory requirements and audit-ready documentation.

You’re good at

• Holding a degree in Marketing, Business Administration, Economics, or a related field, with an MBA preferred.
• Having 10+ years of experience in B2C growth and brand marketing within consumer digital businesses across multiple markets, with proven success in regulated industries and a strong preference for Sportsbook and iGaming.
• Leading multi-disciplinary teams for 5–8+ years, including managers of managers, with strong experience in hiring, coaching, and performance management.
• Being data-literate and confident with tools such as GA4/analytics, Looker/Tableau, advanced Excel, as well as experimentation (A/B, lift), performance attribution, CRM/CDP, and marketing automation.
• Excelling in executive communication, stakeholder management, analytical thinking, prioritization, and a test-and-learn mindset, with proven ability to motivate and develop high-performing teams.
• Applying expertise in budget planning, forecasting, and ROI management (e.g., LTV:CAC, CPA/CPI, payback), while managing vendors, agencies, and commercial negotiations in a fast-paced, outcomes-driven environment.
• Fluency in verbal and written English is a must, as it's our primary means of communication, with Spanish considered a plus.

Think of this job ad as more of a friendly guide than a rigid 'must-have' list. We're well aware that no one will tick all the boxes, so feel free to apply even if you're not a perfect match – we love close matches too!

This role requires obtaining and maintaining gaming licenses in relevant jurisdictions. The application process includes personal data submission, criminal and credit checks, and fingerprinting. Coolbet covers all costs and provides access to an Identity Protection program.

Our Benefits, Your Happiness

• Enjoy generous vacation time totaling 38 days (28 working days) to maximize your well-deserved time off, along with flexible work hours tailored to your lifestyle.
• Elevate your well-being with monthly sports/health compensation, full sick leave coverage for the first 8 days, our in-house gym, and a chill games room to unwind.
• Unlock a generous Supplemental Training Program that includes training and company-wide knowledge-sharing opportunities to fuel your growth.
• Our office is a cozy (and dog-friendly) haven right in the heart of the city. Enjoy complimentary fruits and beverages and free parking. It's the perfect place to be productive and feel right at home.
• Be part of the most legendary events and make amazing connections with colleagues from across the entire company.
• Comprehensive relocation support for a smooth transition.
• We foster innovation and independence while celebrating success in a multicultural and diverse company, where you'll work alongside people from around the globe.
• ..plus, if you're not already a pro, we'll teach you how to play poker!

Recruitment flow

• Interview - Second Interview - Background check - Offer
• Start date: ASAP
• Applications are open until we find the one - take the leap and apply now!

We are an equal-opportunity employer, and we value diversity. Our diverse backgrounds, experiences, characteristics, and traits make us better at serving customers. So please, come as you are!

Location

Tallinn, Estonia

Coolbet is an award-winning gaming company offering sportsbook, casino, and poker experiences in 10 countries across 3 continents. Owned by Sega Sammy Creation, we combine innovative technology with a passion for excellence to deliver top-quality entertainment directly to players, while also providing advanced B2B solutions to operators in the US. With a diverse team of 1100+, including around 300 based at our Tallinn HQ, representing more than 50 nationalities, we’re shaping the future of gaming through continuous product development, a collaborative culture, and a strong commitment to responsible play. Find out more about Coolbet!