Sportserve forms part of a remarkable group of sports betting and sportsbook technology companies, focused on delivering first class sports betting and casino experiences for our clients worldwide.

Since launching our global hiring initiative, we now employ over 1,600 people worldwide, offering exciting career paths in Technology, Trading, Operations and Media. We pride ourselves on having a diverse and international culture that embraces the global community and acts locally. We offer office based, hybrid and remote work on permanent and consultancy contracts all over the world, making us the true global employer of choice.

About The Role

We are looking for a highly motivated and digitally savvy Lead Generation Specialist to help drive customer acquisition and growth across the Chinese market.

This is not a traditional marketing role. We are looking for someone who lives and breathes digital trends, understands how audiences consume content today, and can identify new opportunities to generate traffic, engagement, and customer acquisition through emerging channels.

The successful candidate will have a strong understanding of China's digital landscape, including social media trends, influencers, content creators, apps, online communities, and new acquisition channels. They will be responsible for identifying, testing, and scaling innovative lead generation initiatives while working closely with marketing, commercial, and product teams.

Key Responsibilities

Research and identify new traffic sources, customer acquisition channels, and emerging digital trends.
Monitor and analyse China's digital platforms, including Douyin, WeChat, Weibo, Xiaohongshu (RED), Bilibili, Kuaishou, Zhihu, QQ communities, Baidu, and other emerging local channels.
Identify trending influencers, content creators, communities, and key opinion leaders (KOLs) that can support customer acquisition objectives.
Develop and execute lead generation campaigns focused on driving qualified traffic and user growth.
Build relationships with influencers, affiliates, content creators, and strategic partners.
Stay ahead of emerging trends, viral content, and new platforms that can be leveraged for customer acquisition.
Analyse campaign performance and make data-driven recommendations for optimisation.
Work closely with acquisition marketing teams to improve conversion rates and customer quality.
Conduct competitor research and identify opportunities to outperform competitors in the market.
Track and report on key acquisition, engagement, and lead generation metrics.
Test new marketing concepts, content formats, and growth strategies.
Provide regular insights into evolving customer behaviours and digital consumption trends in China.

Requirements

Native or fluent Chinese speaker with a high level of English.
Deep knowledge of China's digital ecosystem, including Douyin, WeChat, Weibo, Xiaohongshu (RED), Bilibili, Kuaishou, Zhihu, Baidu, QQ, and emerging local platforms.
iGaming experience is preferred but not mandatory. Sports knowledge is required, together with a strong understanding of sports influencers, digital trends, and online communities.
Experience in lead generation, growth marketing, acquisition marketing, influencer marketing, affiliate marketing, or digital marketing will also be considered
Comfortable working with campaign data, analytics, and performance metrics.
Creative thinker with the ability to identify opportunities before they become mainstream.
Excellent communication and relationship-building skills.
Highly organised and capable of managing multiple initiatives simultaneously.
Passionate about digital trends, social media, and online communities.

Desirable Experience

Experience within iGaming, Sports-Betting, Gaming, Fintech, Crypto, Web3, or high-growth digital industries.
Experience managing influencer partnerships and affiliate relationships.
Knowledge of performance marketing and paid acquisition strategies.
Experience working in fast-paced, data-driven environments.
Understanding of customer acquisition funnels and conversion optimisation.

What Success Looks Like

Identifying new customer acquisition channels ahead of competitors.
Building relationships with key influencers and content creators.
Generating measurable growth in traffic, leads, and customer acquisition.
Measure ROI and recommend scaling or discontinuing initiatives.
Introducing fresh ideas, innovative campaigns, and new marketing opportunities.
Becoming the company's go-to expert on digital trends and consumer behaviour in China.

Ideal Profile

We're particularly interested in someone who is naturally plugged into what's happening online in China. Someone who knows:

Which Douyin, Xiaohongshu, and Bilibili creators are trending this week?
Which Chinese Telegram, WeChat, and online communities are growing fastest?
Which apps are gaining traction.
Which influencers are driving engagement

This is an opportunity for someone with fresh ideas, strong digital instincts, and a passion for discovering the next big acquisition opportunity before everyone else.

We warmly invite applications in English.

Diversity & Inclusion at Sportserve

At Sportserve, we are deeply committed to creating a diverse and inclusive workplace. We believe in building a team that reflects a wide array of backgrounds, skills, and perspectives. Embracing diversity not only enriches our work culture but also drives innovation and excellence. We are proud to be an equal opportunity employer, where everyone’s contribution is valued and respected.

If you’re a passionate about technology and looking to start your career in an international, forward-thinking Sports Betting company, we’d love to hear from you. Apply now to become part of our exciting journey!

Lead Generation Specialist - China

Job Description