Square in the Air Enhances Performance Marketing Division with Key Appointments

With over 16 years of experience in the iGaming industry, Mark Armitage brings a wealth of knowledge and expertise to Square in the Air. His previous roles include leadership positions at Kindred Group, William Hill, Paddy Power, and Rank Interactive, where he spearheaded various successful marketing initiatives.

In his new role, Armitage will oversee the strategy and execution of performance marketing services, aiming to drive business development and fulfill client marketing KPIs through affiliate management, biddable media, and mobile acquisition.

Initial Successes and Client Impact

Under its new Performance Marketing division, Square in the Air has already recorded significant achievements. The agency has been instrumental in launching AK Bets’ affiliate program, rapidly positioning it as one of the UK’s fastest-growing brands.

Additionally, its efforts have more than doubled customer acquisition for clients such as Star Sports and Planet Sport Bet. The division also supports paid social strategies for four other brands, significantly boosting site and app traffic and user acquisition.

Expanding the Team with Experienced Specialists

To support the expanding scope of its services, Square in the Air has brought on board Hassan Mohammed as Senior Account Manager and John Totten as Account Manager. Mohammed, with a background at Future Publishing and iProspect, and Totten, formerly of Betfred, add further depth and expertise to the Performance Marketing team, which now plays a crucial role in the agency’s comprehensive service offerings across PR, Social Media, Design, Video, and Performance Marketing.

Executive Perspectives

Mark Armitage commented on his new role, saying, “Having previously availed of Square in the Air’s services while working operator-side, I had experienced first-hand their quality and professionalism. I’m delighted to have been offered the opportunity to join the company and leverage my experience in the affiliates and performance marketing space as we expand our already wide-ranging offering to clients across the industry.”

Bill Esdaile, Managing Director at Square in the Air, also noted, “Mark’s appointment and the creation of our Performance Marketing division is a major landmark for Square in the Air. As a leader in the field, Mark is a valuable addition to our management team and, alongside Hassan and John, we are adding a wealth of experience. Through the introduction of top talent and new service offerings that are driving and serving industry demand, we are ensuring that the agency continues to grow at pace.”

Our Comment on the Article

The establishment of the Performance Marketing division within Square in the Air, spearheaded by Mark Armitage, represents a strategic pivot that aligns with evolving market needs and client demands in the digital marketing landscape.

This move not only enhances the agency’s service portfolio but also significantly boosts its capacity to drive client success in a competitive market. The addition of experienced professionals like Hassan Mohammed and John Totten further underscores the agency’s commitment to excellence and innovation in performance marketing.