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Parimatch · Poland

Head of Expansion (Marketing GEO Launch)

We are looking for a Head of Expansion to serve as the marketing conductor for launching new GEOs. Your primary mission is to orchestrate the end-to-end launch cycle for new markets.

Parimatch is a global #1 Crypto Sportsbook and Casino company with over 30+ years in
betting and gaming industry. We create digital experiences where sports, technology, and
crypto meet, focusing on fast transactions, high limits, and premium user experience.
With 4,000+ professionals and operations across 15+ countries, Parimatch is a global
ecosystem driven by product innovation, advanced technology and customer experience.


Key Responsibilities

1. GEO Selection & Hypothesis Formulation

  • Identify, evaluate, and prioritize potential GEOs for expansion testing.

  • Develop the initial marketing hypothesis regarding regional growth potential.

  • Collaborate with Analytics and Product teams to define target KPIs, performance benchmarks, and clear test success criteria.

  • Model preliminary testing budgets, required team resources, acquisition channel splits, and projected unit economics.

  • Present and align the testing roadmap with the CMO.

2. Test Planning & Execution Management

  • Build comprehensive go-to-market media plans: budget allocation, acquisition channels, traffic volume milestones, projected FTDs, and quality targets.

  • Plan and structure Affiliate channel deployment and strategic partner programs.

  • Organize and oversee testing across in-house media buying streams (predominantly Facebook and In-App); evaluate Influencer and CBM acquisition where relevant.

  • Direct and align contributing teams, tracking milestones and maintaining strict discipline over test budget utilization.

3. Test Traffic Monitoring & Operational Alignment

  • Monitor early traffic bursts, daily ad spend, and FTD trends on a daily basis.

  • Ensure ongoing tracking aligns with budget allocations and planned traffic volumes.

  • Assess early-stage cohort retention and traffic quality metrics.

  • Detect bottlenecks or performance drops early and coordinate rapid tactical adjustments with traffic managers and partners.

  • Serve as the central communication bridge linking Marketing, Analytics, and Product teams.

4. Traffic Quality & Unit Economics Evaluation

  • Establish target product and marketing performance indicators in tandem with data analysts.

  • Request and interpret predictive models and forecast curves (LTV, payback windows, player activity patterns) to assess traffic viability.

  • Work alongside the Product team to inspect registration-to-deposit funnels (Click-to-Reg, Reg-to-Dep) and early on-site behavior.

  • Benchmark actual figures against initial assumptions—evaluating player value, retention curves, and path to target unit economics rather than raw FTD counts alone.

5. Post-Test Analysis & Strategic Recommendations

  • Lead comprehensive post-mortem analyses across all completed GEO tests.

  • Formulate clear, data-backed conclusions defining test success or failure.

  • Deconstruct underperforming tests to pinpoint core drivers (e.g., payment friction, regulatory blockers, creatives, traffic channels, or core offer fit).

  • Identify optimizations across marketing setup, channel mix, or product onboarding flows.

  • Deliver concrete strategic recommendations to the CMO: terminate the GEO, execute a secondary test with adjusted parameters, or greenlight full-scale expansion.

Requirements

  • 3+ years of experience in roles such as Head of Expansion, Head of Media Buying, Head of Traffic, or Marketing Product Lead within the iGaming / Betting vertical.

  • Solid practical understanding of key acquisition channels: Affiliate (CPA / RevShare), Facebook, In-App, and Influencer marketing.

  • Hands-on knowledge of iGaming operations: local payment methods, regulatory frameworks, localization standards, and conversion funnels.

  • Strong data-driven mindset with proficiency in unit economics, cohort analysis, predictive LTV modeling, and ROMI/ROAS metrics.

  • Proven track record collaborating with Analytics and Product units (ability to write precise briefs and interpret complex datasets).

  • High-level cross-functional leadership and stakeholder management skills without direct line-authority dependencies.

  • Business acumen and accountability for managing and justifying testing budgets based on ROI metrics.

We care about you:

Vacation: Reset. Recharge. Come back stronger.

Sick Leave Allowance: Health is power. We designed the system to support you.

Benefits Model: Your budget, your rules – spend it where it counts. Day one, it’s yours. No waiting, no barriers.

Training Balance: Learn fast. Grow faster. Upskill, stay ahead, and keep your edge sharp.

Team Building: Stronger together. We connect, compete, and celebrate – great teams don’t happen by accident.

Generation Program: Focused on boosting the potential of children within our families.

Work & Fun Balance: Driven at work, alive beyond it. Events, surprises, and shared moments keep our spirit high and our energy unstoppable.

Taking care of our people is an integral part of Parimatch shared values, ensuring a supportive and positive workplace culture.


Division
Parimatch
Location
Poland
Parimatch · Poland

Head of Expansion (Marketing GEO Launch)

We are looking for a Head of Expansion to serve as the marketing conductor for launching new GEOs. Your primary mission is to orchestrate the end-to-end launch cycle for new markets.

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