Job Description

Casumo is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.

Join us at Casumo, where you are invited to be your authentic YOU-MO!

Welcome to Casumo, your passport to a world of fun, excitement, and responsible gaming. We're an international online casino company with a knack for creating unforgettable gaming experiences. Our secret sauce? A blend of innovation, security, and a dash of playful charm.
Nowadays, we're on the hunt for a creative and strategic Brand Lead - Sweden!

We are looking for a Brand Lead to own how our brand is built, expressed, and protected in Sweden

This role carries responsibility for the brand at market level You will define what the brand stands for in Sweden, how it competes, and how it shows up across ATL channels, all within a highly regulated iGaming environment.

You will operate as the authority on the Swedish market, partnering with group brand, marketing, compliance, and external agency teams. Your focus is long-term brand equity, cultural relevance, and sustainable growth, not short-term campaign wins.

Candidates must be located (or willing to relocate to) Malta or Gibraltar or willing to work remotely, strictly from Sweden.

Responsibilities:

Market Brand Ownership

• Own the brand strategy for Sweden and be accountable for its success.

• Define and evolve the brand’s positioning, attitude, and role within the Swedish iGaming market.

• Translate global brand strategy into a strong, distinctive local brand expression.

• Act as the final brand authority for all Swedish-facing initiatives.

Brand Strategy & Equity Building

• Lead long-term brand planning rather than isolated campaign thinking.

• Ensure the brand builds emotional connection and memorability over time.

• Challenge short-term performance thinking that risks brand dilution.

Creative Leadership

• Own the quality bar for creative work across TV, OOH, radio, and sponsorships.

• Push agencies and internal teams to deliver work that is bold, entertaining, and distinctive.

• Assess creative ideas through a brand equity and cultural relevance lens.

Market & Competitive Intelligence

• Own deep, ongoing understanding of the Swedish iGaming landscape.

• Anticipate competitor moves and adjust brand strategy proactively.

• Use competitor insight to sharpen brand positioning and differentiation.

• Provide senior-level market guidance to central stakeholders.

ATL Advertising & Brand Presence

• Own planning and buying of ATL media in Sweden across TV, OOH, radio, and sponsorships.

• Manage media budgets and ensure investment supports long-term brand growth.

• Lead media negotiations and work directly with media owners and buying partners.

• Balance reach, frequency, and creative impact through hands-on media decisions.

• Evaluate media effectiveness through a brand and market lens.

• Ensure media choices reinforce brand stature and credibility.

Compliance & Brand Risk Management

• Own the intersection of compliance and brand expression in Sweden.

• Ensure all brand activity meets regulatory standards without losing character.

• Act as a partner to legal and compliance teams.

• Protect the brand from reputational risk while maintaining confidence and clarity.

Senior Stakeholder Leadership

• Act as the primary Swedish market advisor to senior leadership.

• Influence decision-making across brand, product, and growth teams.

• Align central and local stakeholders around a clear brand vision.

• Provide structured, confident recommendations grounded in market reality.

Brand Governance & Evolution

• Own brand governance for the Swedish market.

• Ensure consistency across channels, partners, and agencies.

• Drive continuous improvement of brand guidelines based on real-world learnings.

• Set expectations and standards for all market-facing work.

Why this Role Matters
This role directly shapes how the brand is remembered in Sweden You will have the authority to influence strategy, creative direction, and long-term brand growth in one of the most competitive and regulated iGaming markets.

Requirements:

• Experience in brand leadership, market strategy, or brand management.

• Strong background in iGaming, betting, or regulated entertainment categories.

• Proven experience building brands through ATL advertising.

• Deep understanding of Swedish gambling regulation and advertising standards.

• Confident working with senior stakeholders and agencies.

• Strong point of view on what makes brands famous, trusted, and entertaining.

• Candidates must be located (or willing to relocate to) Malta or Gibraltar or willing to work remotely, strictly from Sweden.
  

Think we're a good match? Apply now!

The Perks
Being a part of the Casumo group provides an unparalleled experience. You’ll find yourself surrounded by the brightest minds within the most inspiring and collaborative office spaces! In addition to that, you’ll enjoy:

Malta Office:

• Private health insurance

• Wellness incentives, including a fitness allowance and mental well-being services

• Flexible national holidays: public holidays mean more time off, choose how and when to enjoy them!

• 2 weeks Work From Anywhere (10 days), increased to 4 weeks (20 days) after longer duration of employment within the Company: explore the world while working remotely

• Gourmet lunches and healthy snacks prepared by our in-house chef

• Variety of discounts from local vendors

• Access to some of the greatest tools and platforms for developing your professional skills and building success within your role

• A range of training courses, known as Casumo College, for continuous learning and growth

• Social events for building strong relationships with colleagues from all across the organisation

Gib Office:

• Private health insurance

• Wellness incentives, including a fitness allowance and mental well-being services

• Flexible national holidays: public holidays mean more time off, choose how and when to enjoy them!

• 2 weeks Work From Anywhere (10 days), increased to 4 weeks (20 days) after longer duration of employment within the Company: explore the world while working remotely

• Office lunches - four times per week

• Access to some of the greatest tools and platforms for developing your professional skills and building success within your role

• A range of training courses, known as Casumo College, for continuous learning and growth

• Social events for building strong relationships with colleagues from all across the organisation
  
  

Our ABC values:

ASPIRE
At Casumo, "aspire" means pushing beyond the ordinary and transforming obstacles into stepping stones. Challenges are our breakfast of champions, and comfort zones are out of bounds. Mediocrity? Left behind. Our mantra? Dream big, aim high, and always be ready for the next adventure in innovation.

BELIEVE
Belief at Casumo isn't just a feel-good sticker; it's the glue that binds us. Turning "me" achievements into "we" victories, we're a tight-knit crew of dreamers, doers, and relentless supporters. With a high-five arsenal and a trusty cheerleading squad, we're on a mission to prove that together, we're not just strong; we're Casumo strong.

CARE
Care is our secret ingredient, the cherry on top of our game. It's not only about ensuring our players have a blast (responsibly, of course); it's about weaving a fabric of support so tight, even the toughest challenges can't tear us apart. From tailoring player experiences to being there for each other, we're all about creating memorable moments.