Head of Customer Proposition

About the Role

** This is not a remote position. We need someone for a hybrid model in São Paulo or Rio de Janeiro.

We are looking for a commercially driven and customer-centric Head of Customer Proposition to join our Brazil team. In this role, you will be responsible for leading the local 360° customer proposition strategy across our core product verticals, including Sports, Gaming and Social.

As a senior leader within the Brazil Commercial organisation, you will oversee the ideation, development and execution of market-leading propositions that attract, engage, reward and retain customers throughout their lifecycle. You will lead a team of local product vertical experts and work cross-functionally to ensure our customer experiences are locally relevant, insight-led and commercially impactful.

Working closely with the Commercial Director, Brazil, and wider regional and global stakeholders, you will shape and execute the local proposition strategy aligned to broader regional objectives, ensuring we deliver standout experiences that strengthen customer loyalty, increase engagement and drive sustainable growth in the Brazilian market.

This role requires a deep understanding of the Brazilian betting and gaming landscape, strong commercial acumen, and a passion for delivering best-in-class customer experiences through innovation, personalisation and operational excellence.

What You’ll Be Doing

Proposition Strategy & Leadership

• Define and lead the Brazil customer proposition strategy across Sports, Gaming and Social verticals, aligned to wider regional and global business objectives.
• Develop and execute a local proposition roadmap that enhances customer engagement, retention, cross-sell and lifetime value.
• Lead and develop a high-performing team of vertical managers/leads, fostering a culture of innovation, accountability and customer obsession.
• Partner with senior commercial and marketing stakeholders to identify strategic opportunities, market trends and competitive advantages within the Brazilian market.

Customer Lifecycle, Retention & Engagement

• Collaborate with CRM to oversee the development and optimisation of lifecycle and customer journeys across acquisition, onboarding, retention, reactivation and higher-value segments.
• Ensure generosity and customer value are delivered effectively throughout key customer moments and major sporting and entertainment events.
• Drive advanced segmentation and personalisation strategies to create relevant, timely, and differentiated customer experiences.
• Collaborate with CRM and Performance teams to build sophisticated, data-led communication plans that improve engagement and long-term retention.

Commercial Performance & Optimisation

• Own the proposition bonus and promotional investment strategy across all verticals, ensuring strong budget governance, efficiency and ROI.
• Monitor and optimise proposition performance against key commercial KPIs including retention, conversion, cross-sell, active days, engagement and customer value.
• Lead the Test & Learn roadmap for Brazil, identifying and prioritising experiments that improve customer and commercial outcomes.
• Use customer insights, analytics, and market intelligence to continuously evolve proposition performance and identify new growth opportunities.

Product & Cross-Functional Collaboration

• Work closely with Product, GTM, Commercial, BI, CRM, Performance Marketing, Operations and Brand teams to ensure seamless proposition delivery and execution.
• Ensure alignment between local commercial priorities and the central Sports, Gaming and Social product roadmaps.
• Support acquisition strategies by optimising propositions and promotional mechanics to improve marketing efficiency and conversion performance.
• Collaborate with Analytics and Performance teams to build best-in-class reporting frameworks and performance dashboards to inform strategic decision-making.

Market & Regulatory Excellence

• Maintain a strong understanding of the Brazilian regulatory landscape and ensure all proposition activity complies with local requirements and responsible gaming standards.
• Stay informed on competitor activity, customer behaviours and emerging market trends to ensure propositions remain innovative and market-leading.
• Champion a customer-first approach across all proposition initiatives and touchpoints.

What We’re Looking For

• Significant experience in a senior proposition or commercial leadership role, ideally within the iGaming, sports betting or digital e-commerce/fintech space.
• Strong knowledge of the Brazilian betting, gaming, and digital consumer landscape.
• Proven experience building and executing customer proposition and retention strategies across multiple verticals.
• Strong commercial and analytical acumen with experience managing promotional budgets and performance KPIs.
• Demonstrated success leading cross-functional teams and influencing senior stakeholders.
• Proven track record of managing and developing high-potential teams and individuals. This role involves direct role management responsibility.
• Deep understanding of customer lifecycle management, segmentation, personalisation, cross-sell and engagement strategies.
• Experience leading Test & Learn initiatives and using data-driven insights to optimise customer and commercial performance.
• Ability to oversee complex cross-functional initiatives/projects to completion and deliver successful business outcomes
• Excellent communication, leadership, and stakeholder management skills.
• Passion for innovation, customer experience, and delivering market-leading propositions.

Preferred Experience

• Experience across Sportsbook, Casino/Gaming and Social or community-led products.
• Familiarity with onsite/crm tools, bonus engines, and customer analytics tools.
• Experience operating within a fast-paced, high-growth, and regulated environment.
• Understanding of responsible gaming principles and local compliance requirements in Brazil.