iGaming Head of Growth / B2B Demand Lead

Type: Part-time / Fractional (8–12 hours per week)
Location: Remote (EU time zones preferred)
Industry: iGaming (Casino & Sportsbook)
Goal: Generate qualified booked meetings for Workanova’s outsourced CX / Player Support

About Workanova

Workanova provides outsourced customer support and managed CX services for iGaming operators (casino & sportsbook). We operate on a pay-per-seat model and focus on SLA-driven delivery (quality, response time, resolution, reporting).

Requirements

Key Responsibilities

1) Strategy & Planning (first 2 weeks, then ongoing)

• Define ICPs (casino/sportsbook operators) and buyer personas
  
• Build Workanova’s lead-gen positioning, offers, and messaging
  
• Create a 90-day demand gen plan (channels, budget, targets, timeline)
  
• Define tracking, attribution, and reporting requirements
  

2) Execution & Coordination (hands-on leadership)

You will drive delivery through a small execution team (freelancers/agency), including:

• PPC/Google Ads specialist
  
• Landing page + tracking implementer (GA4/GTM, HubSpot forms, Calendly)
  
• Copywriter + designer (landing pages, case studies, creatives)
  

3) Performance Marketing & Funnel Ownership

• Launch and optimize Google Search campaigns (high-intent keywords)
  
• Set up and run retargeting
  
• Own landing pages, conversion rate optimization, and lead qualification flow
  
• Improve lead quality (not just volume)
  

4) Targets, Reporting & CEO Communication

• Set weekly targets and run weekly optimization cycles
  
• Deliver a simple weekly report (spend, booked calls, CPL/CPA, lead quality, next actions)
  
• Lead a weekly 30-minute review with the CEO
  

5) Hiring Support (required)

• Participate in HR interviews to help select and onboard the right people/contractors for execution (PPC, tracking/landing pages, copy/design)
  
• Provide interview questions, scorecards, and final hire/no-hire recommendations
  

What Success Looks Like (30/60/90 Days)

First 30 days

• ICP + messaging + offer finalized
  
• 1–2 landing pages live with full tracking working end-to-end
  
• Google Search campaigns live + negative keyword strategy implemented
  
• Weekly reporting in place
  
• 2 short case studies / proof assets prepared (anonymized OK)
  

By day 60

• Consistent weekly iteration and measurable improvement
  
• Lead quality feedback loop working (clear definition of “qualified”)
  
• Lower cost per booked call and improved landing conversion rate
  

By day 90

• Predictable baseline of qualified booked meetings/month
  
• Repeatable playbook for ongoing scaling
  

KPIs

Primary:

• Qualified booked calls per month
  
• Cost per booked call
  
• Qualified lead rate (% matching ICP)
  

Secondary:

• Landing page conversion rate
  
• Search CTR/CPC and keyword performance
  
• Execution velocity (deliverables shipped weekly)
  

Requirements (must-have)

• Proven B2B demand gen experience in iGaming (operator or supplier side)
  
• Track record of generating pipeline (booked calls / SQLs) — not just awareness
  
• Strong understanding of Google Search intent, landing pages, and conversion optimization
  
• Able to manage execution via contractors/agencies and ship weekly
  
• Comfortable with GA4/GTM basics + CRM workflows (HubSpot preferred)
  

Nice-to-have

• Experience marketing BPO/outsourcing or high-ticket B2B services
  
• Understanding of iGaming CX realities (peaks, VIP expectations, SLA-driven ops)
  

Benefits

What We Offer:

• Competitive monthly salary with attractive commission structure
  
• Top-tier training provided by industry-leading experts
  
• Opportunity to grow within a fast-expanding international company
  
• Positive and supportive team environment
  
• Comfortable office space in central Belgrade
  
• Happy hour
  
• Private healthcare plan