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Anatomy of a Growth Marketer: Matthew Fletcher, Sportsbet

Written by: Juliana Casale, Director of Marketing

Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising.

Sportsbet-LogoThe online wagering industry in Australia is seeing massive growth, and Sportsbet is at the forefront. With over 600 employees in Melbourne, Sydney and Darwin, the digital bookmaker is poised to ride the increasing wave of popularity for phone and online gambling. Presently, more than 50% of its betting business comes from mobile phones.

What are the components of a truly digital-first company, and how does innovation attract top in-house advertising talent? We asked Matthew Fletcher, Paid Social Media Executive at Sportsbet for insight.

What is your role at Sportsbet, and what attracted you to it?

I’m the Paid Social Media Executive at Sportsbet and part of our Online Customer Marketing team.

As a passionate sports fan and someone who enjoys a casual bet every once in a while, I was immediately attracted to the organisation. A desire to develop my digital marketing skills, and Sportsbet’s reputation as a cutting edge thought leader — not just in the wagering vertical, but also the wider e-commerce industry — made the role even more attractive.

Part of what I enjoy most about my role is that there is such a great mix between the analytical and creative. Ultimately everything in digital marketing comes back to data, but social media is such a visual and emotive medium that the creative tone of the campaign can have a huge role on performance. This role has really enabled me to develop both of these aspects.

What does a typical week look like for you at Sportsbet?

Each week we begin with analysing the previous week’s performance and then using these learnings to plan and execute campaigns for the coming week.

This could include working out what tests we would like to run, sorting out fresh creative and identifying any major events coming up that would be worth targeting. This process will involve working with a variety of teams in our organisation to help us execute these campaigns as effectively as possible, depending on the task:

  • We have specialist brand and content teams across our social media channels that we work very closely with to maintain a consistent voice and identity across our channels.
  • We regularly work with our Studio team, as they provide us with campaign creative that allow us to stand out in an increasingly competitive landscape.
  • Our Retention team will work with us to run social CRM campaigns as well as our other Online Acquisition channels (e.g. SEM, SEO, Display, Affiliates).
  • Our Data Analytics team help analyse the true, long-term value of our campaigns and the customers that we acquire.

What is your favorite Nanigans software feature?

Versatile reporting views. Being able to quickly look at performance by any number of factors (gender, age, device, image, etc) to see what is and isn’t working makes optimisation incredibly easy — and the results allow us to shape our future strategy to what works. I’m constantly swapping data layers around to check on different attributes, as there’s just so much to learn.

Due to the nature of our industry, a significant number of new customers sign up on a few key, major event days so we’ll often be live bidding and optimising our campaigns at these times.  Having the data update near enough to real time and being able to look at any element of a campaign in seconds allows us to make the correct calls quickly, to ultimately improve performance.

“The ad builder tool allows us to quickly push thousands of ads each week, which we now do regularly.”

Our longer-term campaigns also benefit from the Nanigans automation feature. Once we’ve set up the rules we can trust Nanigans to optimise accordingly, which is one less thing we need to worry about!

The ad builder tool allows us to quickly push thousands of ads each week, which we now do regularly. With this approach we can create increasingly granular campaigns which are more relevant to our audience and lead to more efficient performance.

How can companies engage and develop in-house advertising talent like yours?

Working for a company that aims to be at the forefront of innovation and marketing is massive in driving our success as a business, and makes it very easy for everybody to be aligned with the organisation’s mission and objectives. Having people who are constantly striving to improve and be the best they can be is also a huge motivator. A conscious effort to forge a cross-team culture allows you to gain exposure to numerous aspects of the business as well as developing in a wide variety of areas.

“Ultimately, being able to enjoy what you do, and the people you work with, is most important.”

However, the most important thing is culture and the people you work with. I can honestly say I look forward to coming into work each day because of the great people that I work with. Ultimately, being able to enjoy what you do, and the people you work with, is most important.

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