Introducing Mark Armitage as Director of Square In The Air’s Performance Marketing Division
Former Kindred Group and William Hill executive, Mark Armitage, has been appointed as a Director at global marketing agency Square In The Air. With his vast experience in the iGaming industry spanning over 16 years, Armitage will be responsible for leading the company’s Performance Marketing division.
Determining Strategy and Driving Business Development
Armitage’s role will involve developing and executing strategies while driving business development for Square In The Air’s new offering. The Performance Marketing division aims to support clients in defining and achieving their marketing Key Performance Indicators (KPIs). This will be achieved through services such as affiliate management, biddable media, and mobile acquisition.
Impressive Client Portfolio
Square In The Air’s Performance Marketing division has already secured notable clients, including AK Bets, Star Sports, and Planet Sport Bet. The agency played a crucial role in launching the AK Bets affiliate program, contributing to its rapid growth as one of the United Kingdom’s fastest-growing brands. Additionally, Square In The Air successfully helped Star Sports and Planet Sport Bet double their customer acquisition by taking over their affiliate programs. Furthermore, the agency collaborated with these four brands to support their Paid Social strategy, driving traffic and increasing acquisition for their websites and associated apps.
Expansion of the Team
In line with the establishment of the Performance Marketing division, Square In The Air has welcomed sector specialists Hassan Mohammed and John Totten to their team. Mohammed joins as a Senior Account Manager, bringing extensive experience from multiple sectors, both publisher-side and agency-side. Totten, previously the Affiliates and Partnerships Manager at Betfred, will join as an Account Manager. These new hires have increased Square In The Air’s headcount by 17% YoY, with staff spread across London, Manchester, and New York, working across various teams, including PR, Social Media, Design, Video, and Performance Marketing.
Mark Armitage’s Insight
Expressing his enthusiasm for joining Square In The Air, Armitage commented, “Having previously experienced Square In The Air’s quality and professionalism while working on the operator side, I am delighted to now be part of the company. Leveraging my experience in the affiliates and performance marketing space, we aim to expand our diverse range of offerings to clients across the industry.”
The Agency’s Perspective
Bill Esdaile, Managing Director for Square In The Air, highlighted the significance of Armitage’s appointment and the creation of the Performance Marketing division. He emphasized, “As a leader in the field, Mark is a valuable addition to our management team, and with the inclusion of Hassan and John, we are bringing in a wealth of experience. By introducing top talent and expanding service offerings to meet industry demand, we are ensuring the agency continues to grow at an impressive pace.”
As Square In The Air continues to pioneer in the marketing industry, the addition of their Performance Marketing division led by Mark Armitage represents a significant milestone for the agency. With a focus on optimizing clients’ marketing strategies and supporting their growth, Square In The Air remains committed to providing top-notch services in the ever-evolving landscape of performance marketing.
