The ATL Marketing Director – South Africa is a senior leadership role responsible for shaping and executing national above-the-line (ATL) and out-of-home (OOH) marketing strategies. The role owns all ATL channels, driving brand visibility, campaign performance, and ROI across provinces.

This position leads strategy, media planning, and campaign execution across TV, radio, print, and OOH, while managing agency partnerships, budgets, and a high-performing team. The role serves as the key ATL interface to the VP of Marketing and ensures consistent, data-driven reporting and optimisation.

Full Job Specification (Workday Version)

Job Title

ATL Marketing Director – South Africa

Department

Marketing

Reporting To

VP of Marketing

About the Company

Part of Super Group, a NYSE-listed digital gaming company, Betway Africa operates at the forefront of sports betting and iGaming. With over 1,000 employees, the business focuses on marketing, technology, and customer experience to drive growth across competitive markets.

Purpose of the Role

The ATL Marketing Director will lead and execute national ATL and OOH strategies across South Africa. This role ensures maximum brand visibility, strategic alignment, and ROI through integrated media planning, execution, and optimisation.

The role serves as the central point of accountability for all ATL activity and acts as the primary interface to the VP of Marketing, providing performance insights and unified reporting.

Key Responsibilities

ATL Strategy & Leadership

• Own and consolidate all ATL marketing touchpoints nationally

• Lead development and execution of ATL strategy aligned to business goals

• Act as the main ATL contact for senior leadership on strategy and performance

Campaign & Channel Management

• Drive integrated campaigns across TV, radio, print, and large-scale media

• Oversee national and regional campaign execution, ensuring brand consistency

• Adapt campaigns to local market dynamics where required

OOH Strategy

• Lead planning and deployment of OOH campaigns across all provinces

• Optimise placement, reach, and frequency for maximum impact

Media Planning & Buying

• Partner with media agencies to deliver cost-effective media plans

• Optimise budgets based on performance, seasonality, and regional data

Performance & Reporting

• Track and analyse campaign performance

• Provide regular reporting and strategic recommendations to leadership

Stakeholder & Team Leadership

• Lead, mentor, and develop the ATL/OOH marketing team

• Manage cross-functional collaboration across departments

Agency & Vendor Management

• Build and manage relationships with media, creative, and OOH partners

• Negotiate contracts and ensure delivery against KPIs and SLAs

Required Skills & Experience

Core Competencies

• Strong communication and stakeholder management skills

• Ability to manage multiple projects in a fast-paced environment

• High attention to detail and execution excellence

• Strong collaboration and adaptability

Essential Experience

• 8–10+ years in ATL marketing with strong OOH and traditional media exposure

• Proven experience delivering national, multi-channel campaigns

• Strong commercial acumen and budget management experience

• Background in high-investment industries (e.g., Telco, Banking, FMCG, Beverage)

• Deep understanding of the South African media landscape

• Leadership experience managing teams and agencies

• Experience measuring and optimising offline media performance

Desirable Experience

• Experience in gaming, betting, or regulated industries

• Understanding of gambling regulations and compliance

• Knowledge of customer retention strategies

• Experience with integrated ATL, digital, and experiential campaigns

• Strong audience segmentation and regional insights expertise

• Established relationships with media owners and OOH vendors

Behavioural Competencies

• Adaptability

• Ownership & accountability

• Initiative

• Resilience

• Team orientation

• Integrity

• Innovation