Head of Affiliate – Lead Affiliate Marketing Strategy

About the role

The Head of Affiliate will own the end‑to‑end strategy and growth of the affiliate marketing channel, driving scalable revenue and high‑value player acquisition. Reporting to the CMO, this senior leader will manage the channel P&L, build a high‑performing partner network, and lead a data‑driven team on‑site in Armenia.

Key responsibilities

• Define and execute the affiliate marketing strategy aligned with business targets, owning the channel P&L and controlling CPA, LTV, and ROI.
• Set market‑specific targets, cascade them into individual and team KPIs, and provide regular performance reporting to C‑level stakeholders.
• Oversee partner portfolio segmentation, tiering, and retention, prioritising traffic quality and player value.
• Negotiate and structure contracts (CPA, RevShare, Hybrid) and continuously review deal performance.
• Plan, launch, and optimise affiliate campaigns in close collaboration with Brand, CRM, Product, and Regional Marketing teams.
• Represent the company at industry conferences, handle escalations and senior‑level dispute resolutions.
• Lead, mentor and scale the affiliate team, fostering an ownership mindset and a data‑driven culture.
• Ensure compliance with regional licensing, internal guidelines and Responsible Gaming standards.
• Monitor industry trends, competitor tactics and emerging affiliate technologies to identify expansion opportunities.

Required profile

• 4+ years of senior leadership experience in affiliate marketing within iGaming, gambling or betting.
• Established network of top‑tier affiliates, networks and media buying teams.
• Strong commercial acumen with proven P&L management and deep understanding of deal models (CPA, CPL, RevShare, Hybrid) and unit economics (NGR, LTV, ROI).
• Analytical mindset with experience using data platforms, anti‑fraud tools and affiliate tracking solutions.
• Track record of building and managing performance‑driven teams (3+ direct reports).
• Fluent in English and Russian (upper‑intermediate/advanced, written and spoken).

Required skills

• Affiliate tracking software: Cellxpert
• Affiliate tracking software: NetRefer
• Affiliate tracking software: Income Access