Head of Paid Media

Job Title: Head of Paid Media
Reports to: Head of Global Marketing
Location: Malta or Cyprus
Employment Type: Full-time

About SiGMA World

SiGMA World is a global events, media and technology group working across gaming, emerging technology, digital health and affiliate marketing.

Founded in Malta in 2014, we’ve grown into a team of 450+ people across six global offices in Malta, Cyprus, Serbia, Armenia, Brazil and the Philippines. We bring together businesses, entrepreneurs, investors and industry leaders from around the world through our events, media, digital products, education, investment and philanthropic initiatives.

Today, SiGMA is home to a diverse portfolio of businesses and brands, giving our team the opportunity to work across different industries, markets and projects.

About the Role
The Head of Paid Media will own paid media across all SiGMA Group brands, including SiGMA, SiGMA Poker Tour, AGS, AIBC, and FX World. This is a senior leadership role with one clear mandate: drive ticket sales for our international summits profitably, at scale, and across every market we operate in. Success is measured in tickets sold, cost per ticket, and revenue return on ad spend. The role requires an expert in launching campaigns quickly and flawlessly, tracking every ticket back to its source, and running coordinated campaigns across multiple countries. The ideal candidate is a highly organised, structured leader who combines strategic thinking with deep technical expertise and holds the team to a consistently high standard.

Key Responsibilities
Strategy & Vision:
• Define and own the group-wide paid media strategy with ticket sales as the primary objective for every summit.
• Build ticket sales forecasts per event and market, covering spend, volume, cost per ticket, and revenue.
• Plan campaigns around the ticket sales cycle, including early bird, price increase deadlines, final push, and last-minute sales.
• Set channel mix and budgets based on each channel's proven contribution to ticket revenue.
• Contribute to wider marketing strategy as a member of the marketing leadership group.

Campaign Launch & Execution:
• Own the end-to-end campaign lifecycle, from planning, audience strategy, and creative briefing through build, QA, launch, and optimisation.
• Create a standard launch playbook and pre-launch QA checklist covering tracking, audiences, budgets, creative, landing pages, and policy compliance.
• Ensure every summit campaign launches on schedule with ticket purchase tracking in place from day one.
• Lead campaigns across Google, Meta, LinkedIn, YouTube, X Ads, TikTok, programmatic, and emerging platforms.

Attribution, Tracking & Measurement:
• Own the tracking infrastructure across all brands, including GA4, GTM, server-side tagging, pixels, Conversion APIs, and offline conversion imports.
• Build an attribution framework that tracks every ticket purchase back to campaign, channel, market, and audience, working with CRM, ticketing, and web teams.
• Pass ticket purchase and revenue values back to ad platforms so bidding optimises for sales, not clicks or registrations.
• Track the full funnel from ad click to registration to ticket purchase, identifying and fixing drop-off points.
• Set and enforce group-wide UTM and naming conventions so ticket data is consistent across brands and markets.
• Introduce incrementality and lift testing to confirm which channels genuinely drive ticket sales.
• Stay ahead of privacy changes, consent requirements, and platform updates affecting measurement.

Multi-Country Campaigns:
• Plan and run coordinated ticket sales campaigns across multiple countries and regions, including Europe, the Americas, Africa, Asia, and the Middle East.
• Adapt targeting, messaging, languages, and budgets to each market while keeping a consistent global structure.
• Lead market entry campaigns for new events and new regions.
• Ensure compliance with advertising policies and local regulations for restricted categories such as iGaming, fintech, and trading.

Budget Ownership & Performance:
• Own the global paid media budget, allocating spend to the events, markets, and channels delivering the strongest ticket revenue.
• Hit agreed targets for tickets sold, cost per ticket, and revenue ROAS per event.
• Monitor ticket sales pacing against targets daily and act quickly when an event falls behind.
• Work with the stakeholders on pricing windows, promo codes, and group offers to maximise paid media impact.
• Run structured testing across creative, audiences, bidding, and landing pages to improve conversion to ticket purchase.

Team Leadership & Development:
• Lead, structure, and grow the paid media team, including specialists across regions.
• Set clear roles, responsibilities, KPIs, and review cycles for every team member.
• Coach and mentor the team through regular one-to-ones, account reviews, and skills development.
• Manage external agencies, freelancers, and platform partner relationships.

Operations, Process & Governance:
• Build clear workflows for campaign requests, approvals, launches, and reporting across all brands.
• Maintain account structures, access, and permissions across all ad platforms.
• Document processes in line with the marketing department's quality and procedures.

Reporting & Insight:
• Together with the BI team, deliver regular ticket sales dashboards and performance reports to marketing leadership, with clear insights and actions.
• Translate complex data into commercial recommendations for senior stakeholders.

Stakeholder Collaboration:
• Work closely with events, sales, CRM, social, design, content, and web teams to align targeting, messaging, creative, and landing pages.
• Partner with the social team on paid amplification of organic content and influencer or creator-led campaigns.

Key Skills & Requirements
• 8+ years' paid media experience with a proven track record of driving ticket sales or e-commerce revenue, with at least 3 years leading a team.
• Demonstrated success selling tickets for events, conferences, live experiences across multiple countries or similar.
• Expert-level knowledge of Google Ads, Meta, LinkedIn, and YouTube; X Ads, TikTok, and programmatic are strong advantages.
• Deep technical expertise in GA4, GTM, server-side tracking, Conversion APIs, and troubleshooting tracking issues.
• Strong understanding of attribution modelling, incrementality testing, and CRM integration.
• Experience managing large multi-market budgets and delivering efficiency improvements.
• Exceptionally organised, with strong project management skills and the ability to run multiple brands, launches, and deadlines simultaneously.
• Strategic thinker who can translate business goals into clear plans, frameworks, and KPIs.
• Strong people leader with experience hiring, coaching, and managing performance, including remote and multi-location teams.
• Experience with Looker Studio, Supermetrics, or similar reporting tools; SQL is an advantage.
• Experience in events, B2B, iGaming, fintech, or other regulated industries is a strong advantage.
• Confident presenter, comfortable reporting to senior leadership.
• Fluent in English (C1 or higher); additional languages are an asset.

Why SiGMA Group?

• Build something from the ground up – Join an early-stage technology business and play a key role in shaping its commercial growth.
• Make a visible impact – Your work will directly contribute to developing new markets, winning major clients and building a new commercial function.
• Grow with us – Be part of SiGMA’s global expansion and make your mark.
• Free iGaming Academy access – Learn the ins and outs of the industry with access to courses.
• Travel perks – Visit our international offices and attend industry events worldwide.
• Performance rewards – High performers are recognized and fast-tracked with annual reviews and bi-yearly performance check-ins. (T&Cs apply)