Monday 15 April, 2024 

Global marketing agency Square in the Air has appointed Mark Armitage as a Director, with responsibility for heading up the company’s Performance Marketing division.

Industry veteran Armitage has worked in iGaming for more than 16 years. He previously led marketing teams for operators Kindred Group and William Hill, with his experience also including roles at Paddy Power and Rank Interactive.

Armitage will determine strategy and execution, while driving business development for the new offering, which supports clients in defining and delivering on their marketing KPIs, through services including affiliate management, biddable media and mobile acquisition.

Founding Performance Marketing clients include AK Bets, Star Sports and Planet Sport Bet, with Square in the Air engaged to launch the AK Bets affiliate program, helping make it one of the UK’s fastest-growing brands.

It has also helped Star Sports and Planet Sport Bet more than double customer acquisition since taking over both firms’ affiliate programs, as well as working with four brands to support their Paid Social strategy with the aim of driving traffic and increasing acquisition to their sites and associated apps.

As part of the new Performance Marketing Division, Square in the Air has hired sector specialists Hassan Mohammed and John Totten to bolster the team.

Mohammed joins as a Senior Account Manager with deep experience across multiple sectors both publisher-side (Future Publishing, Ziff Davis) and agency-side (iProspect, Astound Commerce). Account Manager Totten previously served as Affiliates & Partnerships Manager at Betfred.

The new hires take Square in the Air’s headcount to 56 – a 17% increase year-on-year – with staff based in London, Manchester and New York working across its dedicated PR, Social Media, Design, Video and Performance Marketing teams.

Mark Armitage, Director at Square in the Air, said:

"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, said:

“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.”

About Square in the Air

Founded in 2006, Square in the Air is a multi-award winning agency, providing full-service PR, communications, marketing and creative services for the sports betting, igaming and horse racing industries.

More than 50 staff in London, Manchester and New York service operator, supplier, and affiliate clients globally, including William Hill, BetVictor, Rank, Star Sports, Timeform, Hong Kong Jockey Club, Jockey Club of Saudi Arabia (B2C) and Pragmatic Play, Games Global, Codere Online, Light & Wonder + OpenBet, Simplebet, GiG, Las Vegas Sands (B2B).