In this role, you’ll lead performance marketing across all markets, driving revenue and profitable growth in line with company targets. Owning budgets, forecasting, and channel strategy (Programmatic, Affiliates, PPC, SEO, Media Buying), you’ll ensure clear measurement of CAC, efficiency, and LTV payback. Working in a multi-market setup, you’ll act as an in-house performance agency - optimizing an integrated media mix across the full funnel. In close collaboration with Central and local teams, you’ll turn data into clear actions, ensuring strong tracking, transparent reporting, and continuous performance improvement. If you’re a strategic, data-driven leader who’s comfortable making decisions in complex attribution environments and excited to scale performance across markets, we’d love to hear from you.

Core responsibilities

• Set and lead the performance marketing strategy across Programmatic, PPC, Paid Social, Affiliates, SEO, and Media Buying, ensuring channels work as one integrated growth engine aligned with market priorities.

• Own planning and budgets including targets, forecasting, scenario planning, and smart spend allocation based on incrementality, CAC/eCPA, LTV, and payback.

• Drive measurement excellence ensuring tracking integrity, clear attribution logic, reliable dashboards, and a single source of truth in partnership with BI and Finance.

• Build a high-performing team of channel specialists, fostering accountability, experimentation, and continuous optimization.

• Collaborate cross-functionally with Product, CRM, Creative, Brand, Analytics, and local markets to maximize full-funnel impact.

• Stay ahead of the market by monitoring platform changes, competitor dynamics, and regulatory requirements, turning insights into clear strategic action.

Experience and key competencies

• 6+ years in performance/digital marketing, with ownership of budgets and commercial outcomes across multiple markets, and a proven track record of driving profitable growth (CAC/eCPA, payback, LTV).

• Strong cross-channel expertise, with deep hands-on experience in at least three key areas (Programmatic, PPC, Paid Social, Affiliates, SEO, Media Buying) and the ability to lead integrated strategy across all channels.

• Advanced measurement and attribution knowledge, including tracking governance, event taxonomy, platform reporting alignment, and cross-channel overlap management.

• Strong analytical toolkit, with experience using platforms such as GA4, GTM, Google Ads, Meta BM, DSPs (e.g. Adform), affiliate platforms (e.g. Income Access), and BI/SEO tools (e.g. Humbl.ai, Ahrefs, SEMrush or similar).

• A strategic, structured leader who communicates clearly, influences stakeholders effectively, prioritizes in fast-paced environments, and turns insights into decisive action.

• Fluency in verbal and written communication in English is essential, as it's our primary means of interaction.

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!

Our benefits, Your happiness

• Enjoy 28 days of vacation with the option to use your balance on business days only, effectively giving you up to 10 extra days off. Combined with flexible working hours, you can make the most of your time off.

• 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 - Task - Second Interview - Background check - Offer

• Start date: ASAP

• Open to candidates based in the EU. Residence permit sponsorship available if needed.

• 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 delivering both B2C and B2B platforms across international markets. We offer sportsbook, casino, and poker experiences to players in 8 countries across 3 continents and provide advanced B2B solutions to operators in the US. Part of the Sega Sammy Creation gaming segment, our core team of 500+ experts collaborates across borders to create world-class experiences for both players and operators. With a strong presence at our Tallinn HQ, home to a diverse team representing over 50 nationalities, we bring different perspectives together to shape the future of gaming through continuous product development, a collaborative culture, and a strong commitment to responsible play. Find out more about Coolbet!