Chief Commercial Officer

Job PurposeThe Chief Commercial Officer is accountable for defining and leading the Group’s B2C commercial strategy and delivering sustainable, profitable growth across all markets. The role owns overall commercial performance, including First-Time Depositors (FTDs), Active Players, Net Gaming Revenue (NGR), retention, customer Lifetime Value (LTV), EBITDA, and commercial Profit and Loss (P&L).The CCO provides strategic direction across player acquisition, CRM, retention, loyalty, and VIP management. The role aligns Country Managers and centralised B2C specialists around clear commercial priorities, while working with Product, Technology, Ionix, Payments, and Customer Service to ensure that the customer experience and operational infrastructure support commercial objectives.Key Responsibilities1) Commercial Strategy, Leadership & P&L OwnershipDefine and lead the Group-wide B2C commercial strategy, translating business objectives into clear market priorities, commercial plans, and performance targets.Own overall B2C revenue targets, commercial budgets, profitability, EBITDA, and P&L performance across countries.Align acquisition, retention, CRM, loyalty, and VIP initiatives with sustainable revenue growth and long-term player value.Direct commercial resource allocation across markets and channels, balancing growth opportunities, acquisition efficiency, retention, and profitability.Review market performance with Country Managers, identifying revenue gaps, commercial risks, and corrective actions.Maintain clear accountability: the CCO owns overall strategy and results; Country Managers own local execution and country performance.2) Player Acquisition & Channel PerformanceLead the player acquisition strategy across paid media, affiliates, partnerships, and organic channels.Drive sustainable growth in FTDs, with a focus on conversion quality, subsequent player activity, and long-term commercial value.Optimise Cost Per Acquisition (CPA), FTD conversion, and cost per retained player across markets and channels.Evaluate acquisition channels against retention, LTV, marketing return on investment, and profitability rather than acquisition volumes alone.Align centralised acquisition expertise with country-level execution to reflect local market opportunities and performance.Review affiliate, partnership, and promotional performance to ensure commercial value and effective use of acquisition budgets.3) Retention, CRM, Loyalty & VIP ManagementOwn the Group-wide retention strategy and its execution through country teams and centralised B2C specialists.Direct player segmentation and CRM lifecycle strategies covering onboarding, engagement, retention, reactivation, and cross-sell.Lead loyalty and VIP strategies that strengthen player relationships, repeat activity, and lifetime value.Reduce reliance on bonus-driven retention by prioritising relevant communications, service quality, customer experience, and differentiated player engagement.Assess retention and promotional initiatives against their contribution to sustained player activity, NGR, and profitability.Identify player-value and cross-sell opportunities using behavioural insights and segment-level performance.4) Customer Experience & Cross-Functional DeliveryWork with Product, Technology, Ionix, Payments, and Customer Service to ensure that the end-to-end player experience supports commercial performance.Identify and escalate operational issues affecting player acquisition, deposits, engagement, or retention.Prioritise commercial requirements and customer experience improvements using evidence of their impact on player behaviour and business results.Coordinate with the relevant functional owners to address issues and monitor their commercial impact.Maintain clear functional boundaries: the CCO owns commercial priorities and outcomes, while Product, Technology, and Ionix own the platform, product, technology, and operational infrastructure.5) Commercial Analytics, Planning & Performance ManagementMaintain a reliable, consistent, and actionable commercial dashboard across all markets.Ensure reporting covers acquisition, FTDs, Active Players, retention, Gross Gaming Revenue (GGR), NGR, LTV, deposits, marketing ROI, promotions, affiliate performance, EBITDA, and P&L.Establish consistent commercial metric definitions to support meaningful comparisons across markets, channels, and player segments.Use commercial analysis to inform planning, budget allocation, channel optimisation, and retention priorities.Lead structured performance reviews with Country Managers and centralised specialists, assigning clear actions and accountability for improvement.Monitor the effectiveness of corrective actions and adjust commercial plans where results fall short of agreed objectives.6) Country Alignment & Centralised Commercial CapabilityTranslate Group commercial priorities into clear country-level objectives while maintaining Country Managers’ accountability for local execution and performance.Align the centralised B2C team’s CRM, analytics, acquisition, loyalty/VIP, and commercial planning support with market requirements.Clarify responsibilities and working arrangements between country teams, centralised specialists, and enabling functions.Promote the sharing of effective commercial practices and insights across countries.Provide leadership and direction that strengthen commercial capability, collaboration, and performance accountability.Job SpecificationsAcademic QualificationsRelevant degree in Business, Commerce, Marketing, Finance, Economics, or a related discipline; final qualification requirements to be confirmed.Professional Qualifications / MembershipRelevant commercial, marketing, finance, analytics, or executive leadership qualifications may be considered an advantage.Any mandatory professional certification or membership requirements to be confirmed.Work Experience RequiredSenior commercial leadership experience within a multi-market B2C business, with responsibility for revenue, budgets, profitability, and P&L delivery.Experience leading player acquisition, retention, CRM, loyalty, and VIP strategies in a betting, gaming, or comparable digital consumer business.Demonstrated capability in evaluating acquisition economics, player lifetime value, marketing ROI, and commercial performance.Experience coordinating country teams and centralised specialists within a shared operating model.Experience working with Product, Technology, Payments, and Customer Service to improve customer experience and commercial outcomes.Minimum total experience and senior leadership tenure to be confirmed.Core CompetenciesStrategic Commercial Leadership: Translates business objectives into clear commercial priorities and coordinated execution across markets.Financial Acumen: Balances growth, investment efficiency, player value, and profitability.Results Accountability: Establishes clear ownership of outcomes and drives timely corrective action.Analytical Judgement: Uses reliable data to assess performance, identify opportunities, and guide decisions.Customer Focus: Connects player needs and experience improvements to retention and long-term value.Collaboration & Influence: Aligns country teams, centralised specialists, and enabling functions around shared objectives.People Leadership: Builds commercial capability and promotes a high-performance, accountable culture.Technical/Functional SkillsMulti-market B2C commercial strategy and P&L management.Acquisition channel management across paid media, affiliates, partnerships, and organic channels.Acquisition economics, including CPA, FTD conversion, and cost per retained player.Player segmentation, CRM lifecycle management, retention, loyalty, and VIP strategy.Player-value analysis, including LTV, cross-sell, reactivation, and promotional effectiveness.Commercial dashboard development, metric interpretation, and performance reporting.Budget management, commercial planning, and marketing ROI assessment.Assessment of customer experience and operational issues affecting commercial performance.Key Success Measures (KPIs)Commercial Growth: Delivery against agreed FTD, Active Player, GGR, NGR, and deposit targets.Profitability: Delivery against approved EBITDA, P&L, and commercial budget objectives.Acquisition Efficiency: Performance against CPA, FTD conversion, cost per retained player, and marketing ROI targets.Retention & Player Value: Improvement in retention, sustained player activity, reactivation, and LTV.Promotional Effectiveness: Contribution of promotions to sustainable NGR and profitability, with reduced dependence on bonus-driven retention.