Head of Paid Media

Job Title: Head of Paid Media
Reports to: Head of Global Marketing
Location: Malta or Cyprus
Employment Type: Full-time
About SiGMA World
SiGMA World is a global events, media and technology group working across gaming, emerging technology, digital health and affiliate marketing.
Founded in Malta in 2014, we’ve grown into a team of 450+ people across six global offices in Malta, Cyprus, Serbia, Armenia, Brazil and the Philippines. We bring together businesses, entrepreneurs, investors and industry leaders from around the world through our events, media, digital products, education, investment and philanthropic initiatives.
Today, SiGMA is home to a diverse portfolio of businesses and brands, giving our team the opportunity to work across different industries, markets and projects.
About the Role
The Head of Paid Media will own paid media across all SiGMA Group brands, including
SiGMA, SiGMA Poker Tour, AGS, AIBC, and FX World. This is a senior leadership role with one clear mandate: drive ticket sales for our international summits profitably, at scale, and across every market we operate in. Success is measured in tickets sold, cost per ticket, and revenue return on ad spend. The role requires an expert in launching campaigns quickly and flawlessly, tracking every ticket back to its source, and running coordinated campaigns across multiple countries. The ideal candidate is a highly organised, structured leader who combines strategic thinking with deep technical expertise and holds the team to a consistently high standard.
Key Responsibilities
Strategy & Vision:
• Define and own the group-wide paid media strategy with ticket sales as the primary
objective for every summit.
• Build ticket sales forecasts per event and market, covering spend, volume, cost per
ticket, and revenue.
• Plan campaigns around the ticket sales cycle, including early bird, price increase
deadlines, final push, and last-minute sales.
• Set channel mix and budgets based on each channel's proven contribution to ticket
revenue.
• Contribute to wider marketing strategy as a member of the marketing leadership
group.
Campaign Launch & Execution:
• Own the end-to-end campaign lifecycle, from planning, audience strategy, and
creative briefing through build, QA, launch, and optimisation.
• Create a standard launch playbook and pre-launch QA checklist covering tracking,
audiences, budgets, creative, landing pages, and policy compliance.
• Ensure every summit campaign launches on schedule with ticket purchase tracking
in place from day one.
• Lead campaigns across Google, Meta, LinkedIn, YouTube, X Ads, TikTok, programmatic, and emerging platforms.
Attribution, Tracking & Measurement:
• Own the tracking infrastructure across all brands, including GA4, GTM, server-side
tagging, pixels, Conversion APIs, and offline conversion imports.
• Build an attribution framework that tracks every ticket purchase back to campaign,
channel, market, and audience, working with CRM, ticketing, and web teams.
• Pass ticket purchase and revenue values back to ad platforms so bidding optimises
for sales, not clicks or registrations.
• Track the full funnel from ad click to registration to ticket purchase, identifying and
fixing drop-off points.
• Set and enforce group-wide UTM and naming conventions so ticket data is
consistent across brands and markets.
• Introduce incrementality and lift testing to confirm which channels genuinely drive
ticket sales.
• Stay ahead of privacy changes, consent requirements, and platform updates
affecting measurement.
Multi-Country Campaigns:
• Plan and run coordinated ticket sales campaigns across multiple countries and
regions, including Europe, the Americas, Africa, Asia, and the Middle East.
• Adapt targeting, messaging, languages, and budgets to each market while keeping a
consistent global structure.
• Lead market entry campaigns for new events and new regions.
• Ensure compliance with advertising policies and local regulations for restricted
categories such as iGaming, fintech, and trading.
Budget Ownership & Performance:
• Own the global paid media budget, allocating spend to the events, markets, and
channels delivering the strongest ticket revenue.
• Hit agreed targets for tickets sold, cost per ticket, and revenue ROAS per event.
• Monitor ticket sales pacing against targets daily and act quickly when an event falls
behind.
• Work with the stakeholders on pricing windows, promo codes, and group offers to

Employment type
Full-Time

Work arrangement
No