If You Have Experience Running Business Or Marketing Operations, Read On…
Within an igaming operator, such as a bingo or sportsbook firm, country managers have some of the most important jobs in the company. Country managers play a pivotal role in igaming because businesses and budgets are generally split between markets – a market being a country or territory. This means that there are lots of important decisions that pass across the desk of each country manager.
What does a country manager in igaming do?
Country managers have a position within igaming that crosses many lines and so it can be very difficult to define their responsibilities. At one level, it is possible to be a country manager with little experience as long as the candidate has a high level of common sense. However, country managers are usually recruited because they have some level of relevant experience. That experience might be previously running a business, working in a wide ranging marketing role, or within a similar igaming business in a related position such as affiliate or VIP management.
Country managers are given annual budgets to use to promote their company’s business within their target market. Depending upon the laws in their country, they might face specific legal restrictions or requirements, which will infleunce their decisions. Therefore, they might choose to run PPC campaigns, TV or radio campaigns, host events for branding purposes, or many other things.
It is usually the job of a country manager to be involved in either writing or approving email marketing campaigns that will be managed by the CRM team. They will also have substantial interaction with their customer service agents.
For these reasons, country managers need to have a lot of energy to face the constant requests on their time, be good at selling and entertaining people, comfortable with spreadsheets and business related numbers and making presentations internally to company management. They also have P&L responsibility for their country, which means that they also have business targets to achieve. Country managers are very busy people!
What languages do country managers need to speak?
Since country managers have oversight on their marketing efforts, it is important that they are native speakers of the language of whatever country they oversee. It is also important that they speak business English for internal meetings.
Since there has been so much focus within igaming on the Scandinavian region, most businesses have country managers for Sweden, Denmark, Norway and Finland. Additionally, within Europe, most businesses will have country managers for the UK and Germany. Other territories will depend on where the company has either or both of a license and customers. As the igaming spends more and more effort marketing to Japan, many companies will soon have a requirement for Japanese country managers, affiliate managers and VIP managers.
How much do country managers earn?
This depends substantially on experience when joining the company and the negotiation process. From there, good country managers will likely receive decent performance related bonuses and pay rises as they hit targets and prove themselves. Starting salaries around €40,000 would be quite normal, but experienced country managers in high profile markets will be able to negotiate substantially better terms when joining a new company.
If you are looking for a new job as a country manager, let us help you!
At MaltaStar we have substantial experience in the igaming sector in Malta and have partnered with a recruitment company that is a specialist. We have personally used their services and so we have come to know, like and trust them. If you would like their help, please follow the link below to send us your details today.