Senior PR & Brand Manager (B2C)

About the Role

 

We are looking for an experienced Senior PR & Brand Manager to lead public relations strategy for multiple B2C brands within our casino and sports betting portfolio. This role will own the development and execution of PR initiatives across several regions, manage external PR agencies, and ensure seamless alignment between PR, Marketing, and contractor teams. The ideal candidate is a hands-on, strategic communicator with proven experience in B2C igaming markets (EU, LATAM, Nordic)

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Key Responsibilities

 

PR Strategy & Execution

• Creating and Managing PR roadmaps 
• Develop and execute multi-market B2C PR strategies that support growth, brand reputation, and product awareness across multiple regions.
• Localize global PR strategies to cultural specifics, regulatory requirements, and local media landscapes (working closely with country teams) 
• Manage brand storytelling across consumer-facing channels, ensuring narratives are consistent, impactful, and compliant.
• Planning PR calendars including products, image, marketing and sponsorship newsbreaks 

 

Media Relations & Reputation Management

• Build and maintain relationships with consumer media, lifestyle/sports/newswire outlets, industry journalists.
• Oversee media outreach, press releases, interviews, commentary opportunities, and proactive story pitching.
• Creating and controlling media plans.
• Monitor brand presence and sentiment, providing insights and recommendations to leadership.

 

Agency & Contractor Management

• Lead and coordinate work with external PR agencies, freelancers, and contractors to ensure high-quality output, clear communication, and timely execution
• Lead agencies in LATAM, EU, Canada 
• Controlling localization of all communications and outputs 
• Set KPIs, manage budgets, track performance, and streamline collaboration processes between internal and external teams.

 

Cross-functional Collaboration

• Work closely with Marketing, Content, Brand, CRM, Product, and Sponsorship & Partnerships teams to align PR initiatives with broader business activities and marketing campaigns.
• Ensure ambassadors and sponsorship partners are integrated into PR activities effectively and strategically.

 

Ambassadors & Partnerships

• Manage ambassador and sponsorship contracts from a PR perspective, ensuring deliverables, messaging, and appearances support brand positioning.
• Collaborate with legal, brand, and marketing stakeholders on negotiation, activation planning, and communication guidelines.

 

Reporting & Insights

• Track PR performance across channels and markets, delivering structured reports and data-driven recommendations.
• Use market insights and regional intelligence to refine strategies and identify new opportunities.

 

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Requirements

 

Experience & Background

•  5+ years of experience in B2C PR within gaming leading brands in EU/CIS/Nordic/LATAM
• Proven track record managing PR activities across multiple regions (EU/CIS/Nordic/LATAM)
• Proven cases of PR campaign of rebranding brands, brand ambassador contracts
• Strong experience managing PR agencies, contractors, and external partners.
• Experience working with brand ambassadors or local sports entities (clubs, etc.), including PR contract handling and campaign activation.
• Demonstrated experience localizing PR efforts — tailoring messaging, formats, and strategies to regional markets.
• Experience with coordinating content teams and copywriting 

 

Skills & Competencies

• Excellent communication, storytelling, and writing skills.
• Deep understanding of media relations and modern PR tactics
• Strong strategic thinking with the ability to deliver high-quality execution.
• Comfortable working in fast-paced, cross-functional environments.
• Proactive, organized, and capable of managing multiple complex projects simultaneously.
• Fluent English required; additional languages are a strong advantage.