Head of Social Media & Brand Activation

About us

Xpend Marketing builds advanced marketing solutions that help brands scale fast. We work with leading companies in high-performance industries, supporting their growth across the entire funnel - from acquisition to retention. Our team specializes in performance marketing, paid social, and large-scale campaign management, operating across global markets and high budgets.

With a strong focus on data, speed, and continuous optimization, we enable our partners to launch, test, and scale campaigns that drive real results.

We are looking for a Head of Social Media & Brand Activation to lead our global brand presence across all organic channels and to own activation of major sponsorships, and high-impact brand moments. This is a strategic role responsible for turning large marketing investments into measurable growth, and brand dominance.

Key Responsibilities

Global Social Strategy

• Define and execute the global organic social media strategy (Instagram, X, TikTok, YouTube, Telegram, Discord and more)
• Build a differentiated voice that aligns with brand pillars and resonates across markets.
• Create platform-native content strategy per channel.

Sponsorship & Partnership Activation

• Own activation strategy for major sponsorship deals (sports teams, leagues, influencers, ambassadors).
• Translate sponsorship rights into content, campaigns, and conversion-driving moments.
• Maximize all sponsorship assets including players, events, behind-the-scenes access, and VIP experiences.
• Coordinate cross-functional execution with CRM, paid media, affiliate, and VIP teams.

Measurement, Analytics & KPIs

• Define a global social and brand activation KPI framework aligned with company revenue and growth targets.
• Establish clear attribution models linking social and sponsorship activity to traffic, registrations, FTDs, and NGR.
• Track engagement quality metrics (watch time, saves, shares, completion rate) rather than surface-level engagement only.
• Measure sponsorship asset utilization and ROI per deal (cost vs revenue contribution).

Requirements

• 8+ years in social media, brand marketing, or sponsorship activation
• Experience in high-growth, high-budget environments (sports, gaming, entertainment, crypto, global consumer brands)
• Proven track record of scaling social presence into millions of engaged followers
• Experience activating major sponsorship deals (clubs, athletes, leagues, large creators)
• Understanding of global betting/gaming audience behavior is a plus
• Data-driven and creatively strong with execution capability