Head of Commercial, Rafflee

Head of Commercial, Rafflee

This high impact role is responsible for maximising the success of Rafflee, through its direct-to-consumer brand as well as through strategic partners and other Flutter brands.

Head of Commercial, Rafflee - Flutter UKI
 

Flutter UKI overview and context

Flutter UKI is a >$4bn revenue business employing ~9,000 people around the world, including Dublin, Leeds, London, Sunderland, Malta, Gibraltar, Porto and Cluj. Flutter UKI is the UK & Ireland region of Flutter Entertainment, the world’s leading online sports betting and gaming company. Flutter Entertainment is listed on the New York Stock Exchange with global revenues of >$14bn.

Flutter UKI operates an unparalleled portfolio of strong, well-known brands in the UK & Ireland, including Sky Bet, Sky Vegas, Paddy Power, Betfair, PokerStars and tombola.  It is the leading operator and continues to experience strong growth.

Flutter UKI recently launched ‘Rafflee’, a raffle competition business that gives UK customers the chance to win amazing prizes whilst contributing to great causes. Rafflee operates as a standalone business within Flutter, allowing it to stay agile whilst significantly benefiting from Flutter’s overall scale, investment and expertise.

Whilst Rafflee operates its own customer facing brand, the business also operates a white-label platform to host competition sites for key strategic partners and other brands within Flutter.

This is a high-profile, high impact role, providing an exceptional opportunity to build and scale a new business. Rafflee is well funded in a fast-growing market, and this role is fundamental to its overall future success.

Head of Commercial, Rafflee

This high impact role is responsible for maximising the success of Rafflee, through its direct-to-consumer brand as well as through strategic partners and other Flutter brands.

The role has end-to-end accountability for the commercial, marketing, product and operational performance of Rafflee, balancing short‑term customer growth with a long‑term goal of maximising overall financial return to Flutter.

We are looking for a highly driven, entrepreneurial individual that has high standards, a strong desire to build a market leading business, and can operate within often ambiguous and fast-paced environments.

Role scope & accountabilities

1. Commercial leadership and P&L ownership

• Own and manage the day‑to‑day P&L for Rafflee.
• Design and manage overall competition calendars, including prizes, pricing, timings and creative assets.
• Drive commercial initiatives including customer win-back campaigns and refer-a-friend schemes.
• Monitor commercial performance, hitting targets and inputting into financial projections.

2. Marketing & brand strategy

• Define Rafflee’s overall marketing and brand strategy, including how Rafflee shows up to customers across all channels.
• Own Rafflee’s overall marketing budget and maximise its ROI.
• Manage relationships with external marketing agency partners.
• Review and sign off marketing campaigns and other outputs.

3. Product strategy & proposition development

• Work with Rafflee’s product and technology teams to prioritise and shape Rafflee’s product development roadmap.
• Review and sign off Product Requirement Documents (PRDs) and any new features prior to public launch.

4. Operations & customer experience

• Define and oversee customer facing processes including customer support requests, winner management and prize fulfilment.
• Own supplier relationships relating to postal entry management and prize fulfilment.
• Renegotiate supplier terms or source alternative partners where value can be created.
• Instil a customer first mindset across the business and maximise customer delight and NPS.

5. Strategic partnerships

• Identify, negotiate and launch value‑creating partnerships, including brand/distribution partners, prize supplier collaborations and charitable giving partnerships.
• Build a scalable partnership model that multiplies future growth.

6. Governance, strategy & leadership

• Own preparation of materials for business updates with Flutter UKI’s CEO
• Own preparation of materials for Rafflee board meetings

Skills, Experience & Capabilities

Essential

• A hunger to win in a competitive market and build a market leading business
• Commercial and P&L ownership experience in a direct-to-consumer digital business
• Proven ability to build, launch and optimise new propositions or brands
• Deeply customer‑ and insight‑led, with strong analytical capability
• Confident influencing and presenting to senior stakeholders and boards
• Experience managing cross‑functional teams and agency partners
• Comfortable operating in startup / ambiguous environments
• Strong prioritisation skills with a bias towards action

Desirable

• Experience in betting, gaming, or direct to consumer digital business
• Experience working with promotional mechanics, incentivisation models
• Experience operating within regulated environments
• Knowledge of UKI market dynamics and customer behaviour

Reporting Line & Stakeholders

• Reports into: Senior Director, Strategy & Growth, Flutter UKI
• Key stakeholders: Flutter International CEO, Flutter UKI CEO, Flutter UKI CCO, Flutter UKI CFO
• Governance: Regular SteerCos and Rafflee Board engagement

Location

• This role is based Ireland and will require periodic travel to other Flutter UKI locations.

Working at Flutter UK & Ireland

• The UK & Ireland region of Flutter unites some of the biggest brands in the betting and gaming industry; Betfair, Paddy Power, PokerStars, Sky Betting & Gaming and tombola.
• At Flutter UK & Ireland, we strive for the next level and drive innovation to set the pace as leaders, putting our customers first, always. We win together through team spirit and unparalleled dedication. When we’re free to be ourselves, we thrive and unleash our unique talents —creating a culture that empowers our people to change the game. We see opportunity everywhere and there is always more to discover...
• We’re working to be an inclusive employer. We encourage people from all backgrounds, ways of thinking and working to apply. Everyone brings different perspectives and experiences; you don't have to meet all the requirements listed to apply for this role.

If you need any adjustments to make this role work for you let us know, and we’ll see how we can accommodate them.