Media Buyer Team Lead

Media Buyer Team Lead (iGaming – Global: CA, BR, CL, DE)

Location: Remote

About the Role

We are looking for an experienced Media Buyer Team Lead to lead our performance marketing team and drive paid user acquisition across key global iGaming markets: Canada, Brazil, Chile, and Germany. This role combines strategic leadership with hands-on campaign oversight, ensuring the team consistently delivers growth while meeting ambitious performance targets and staying fully compliant with local regulations.

The ideal candidate has proven experience managing high-performing media buying teams, deep expertise in mobile and web performance marketing across Tier-1 (CA, DE) and LATAM (BR, CL) markets, and a strong analytical mindset. You will balance rapid growth in LATAM with strict regulatory compliance in Tier-1 markets, and oversee a channel mix that includes TikTok Ads, In-App/SDK networks, and App Store Optimization (ASO).

Key Responsibilities

Team Leadership

• Lead, mentor, and develop a team of Media Buyers and UA specialists, fostering a high-performance and collaborative culture.
• Set individual and team KPIs, monitor performance, and conduct regular feedback and coaching sessions.
• Recruit, onboard, and train new Media Buyers, building channel-specific expertise (TikTok, In-App, ASO) within the team.
• Allocate budgets, GEOs, and channels across the team based on priorities and business objectives.
• Establish and continuously improve internal processes, workflows, and best practices, including fraud prevention and compliance checklists.

Media Buying Strategy

• Develop and execute scalable paid acquisition strategies across multiple digital advertising platforms for CA, BR, CL, and DE.
• Oversee campaign planning, launch, optimization, and scaling while ensuring profitability and sustainable growth.
• Oversee TikTok Ads strategy across GEOs, including localized creative approaches, account health management, and navigation of TikTok's restricted content policies across multiple jurisdictions.
• Drive volume through programmatic In-App networks (Unity Ads, AppLovin, IronSource, Mintegral, Google App Campaigns), with a clear understanding of which networks perform best in LATAM vs. Tier-1 markets.
• Guide ASO efforts for Google Play and App Store apps, including localized metadata, keywords, screenshots, and icons, as well as motivated traffic campaigns to improve rankings for high-intent local search queries.
• Identify new acquisition opportunities and test emerging traffic sources, targeting strategies, and bidding models.
• Drive continuous experimentation through structured A/B testing of creatives, audiences, messaging, and landing pages.
• Optimize campaign performance using data-driven decision making and performance insights.

Performance Management

• Monitor full-funnel iGaming metrics including App Installs, Registrations, FTDs, CPA, CPL, ROAS, CTR, CPC, CPM, Conversion Rate, and long-term LTV cohorts across currency regions (CAD, BRL, CLP, EUR).
• Manage budgets efficiently, balancing testing initiatives with profitable scaling opportunities.
• Ensure strict sub-ID and publisher-level filtering to prevent fraud, and maintain regional blacklists and whitelists.
• Analyze campaign performance and identify optimization opportunities across funnels, player journeys, and cohorts.
• Ensure accurate tracking, attribution, and reporting across all acquisition channels via MMPs (AppsFlyer, Adjust) and across app types (Native, Webview, PWA).

Regional Compliance

• Ensure all campaigns follow localized regulatory requirements, including age-gating, Ontario AGCO guidelines, German GlüStV advertising restrictions, and Brazilian federal betting regulations.
• Keep the team up to date on regulatory changes and platform policy updates in each target market.

Cross-functional Collaboration

• Work closely with Creative, CRM, Product, Analytics, and BI teams to improve campaign effectiveness.
• Translate business objectives into acquisition strategies and marketing initiatives.
• Provide creative direction by preparing clear briefs for designers and UGC creators, adapted to each GEO in English, Portuguese, Spanish, and German, and by sharing performance insights to improve creative output.

Reporting & Strategic Planning

• Prepare regular performance reports with actionable insights and recommendations.
• Present campaign performance, forecasts, and strategic initiatives to senior management.
• Stay up to date with industry trends, competitive landscapes, regulatory developments, and emerging advertising opportunities across Canada, LATAM, and Germany.

Requirements

• 4+ years of experience in Media Buying or Performance Marketing, including at least 3 years in the iGaming / Gambling industry.
• At least 1–2 years of experience leading or mentoring a media buying or UA team.
• Proven experience managing paid acquisition campaigns targeting Tier-1 (CA, DE) and LATAM (BR, CL) markets.
• Deep hands-on expertise in at least one of the following: TikTok Ads, In-App/SDK networks (Unity, AppLovin, etc.), or international ASO, with working knowledge of the others.
• Strong mobile product knowledge, including iOS/Android store guidelines, alternative traffic wrappers (PWA, Webview), and MMPs.
• Solid understanding of iGaming advertising regulations in Canada (incl. Ontario), Germany, and Brazil.
• Strong leadership, coaching, and people management skills.
• Advanced understanding of digital acquisition funnels, performance marketing metrics, cohort analysis, and player behavior patterns.
• Experience managing significant advertising budgets and optimizing for profitability.
• Advanced proficiency with Excel or Google Sheets for reporting and analysis.
• English proficiency at B2 level or higher; Russian at B2 level or higher for internal communication.

Nice to Have

• Experience across additional paid acquisition channels (Meta, Google Ads, DSPs, Native, X, Snapchat, etc.).
• Ability to work with localized marketing assets in Portuguese, Spanish, or German.
• Experience with premium ASO tools (ASOdesk, Mobile Action, AppFollow).
• Knowledge of BI and analytics tools such as Looker Studio, Tableau, Power BI, or similar.
• Experience scaling acquisition across GEOs beyond CA, BR, CL, and DE.
• Previous experience building or scaling a media buying team from the ground up.