Our client is seeking an experienced and commercially driven Country Manager to lead and grow its Kenyan operation. This role will be responsible for overseeing the overall performance of the business within Kenya, including commercial growth, operations, customer acquisition, retention, compliance, product localization, and market expansion.
The successful candidate will play a critical leadership role in driving revenue, strengthening market presence, and ensuring the business remains competitive within the highly dynamic East African betting and gaming landscape.
This position requires a strong understanding of the African iGaming market, particularly Kenya, with proven experience in sportsbook, online casino, customer acquisition, and operational management.
Key Responsibilities
Commercial & Business Growth
- Develop and execute the company’s Kenya growth strategy
- Drive revenue growth across Sportsbook, Casino, Crash Games, and other verticals
- Identify new market opportunities, partnerships, and customer acquisition channels
- Monitor market trends, competitor activity, and customer behavior
- Work closely with marketing and affiliate teams to optimize player acquisition and retention strategies
Operational Management
- Oversee the day-to-day operations of the Kenyan business
- Ensure smooth collaboration between operations, CRM, customer support, payments, risk, and product teams
- Monitor KPIs, reporting, and operational performance metrics
- Improve operational efficiencies and customer experience
Marketing & Customer Strategy
- Ensure all campaigns and promotions are localized for the Kenyan market
- Support VIP, CRM, retention, and bonus strategies
- Work alongside acquisition teams to optimize player growth and engagement
- Analyze player behavior and performance data to improve campaign effectiveness
Compliance & Regulatory
- Ensure the business operates in line with Kenyan gaming regulations and licensing requirements
- Maintain relationships with regulatory bodies and external stakeholders
- Monitor responsible gaming, fraud prevention, and AML compliance initiatives
Leadership & Stakeholder Management
- Lead and mentor local teams where applicable
- Work closely with executive leadership on strategic planning and business performance
- Provide regular market insights, forecasts, and commercial reporting
- Build strong external relationships with partners, suppliers, and industry stakeholders
Requirements
- Minimum 5+ years’ experience within the iGaming / Sports Betting industry
- Previous experience in a Country Manager, General Manager, Commercial Manager, or senior operational leadership role
- Strong understanding of the Kenyan betting market and wider African gaming landscape
- Proven track record of driving revenue growth and market expansion
- Experience across sportsbook and online casino operations
- Strong commercial, operational, and analytical skills
- Excellent stakeholder management and leadership capability
- Experience working with acquisition, CRM, affiliates, and retention teams
- Good understanding of gaming compliance and regulatory environments
- Ability to work in a fast-paced, high-growth environment
Preferred Background
The ideal candidate will come from a well-established African-facing sportsbook or online gaming operator and have hands-on experience managing local market performance, customer growth, and operational strategy within Africa.Experience with brands operating in East Africa or across emerging gaming markets will be highly advantageous.
Apply now by sending your CV to contact@initiateinternational.com for this Country Manager role. If you wish to view additional Gaming, Betting, & Gambling jobs, please click through to our job section.
