LiveScore veteran James McCarthy joins QiH Group as marketing chief

James McCarthy has been appointed the new Chief Marketing Officer at QiH Group, tasked with overseeing a significant expansion of the group’s marketing activity.

McCarthy joins the London and Skopje-based iGaming affiliate company after departing his position of Managing Director of LiveScore Media, the media divison of LiveScore Group, which also operates the LiveScore Bet and Virgin Bet brands.

He will now oversee a marketing team of 17 at QIH, with plans already underway to expand the department to 27 over summer as the group aims to expand its presence across global betting and gaming.

Jamie Walters, QiH Group CEO, commented: “QiH has moved from strength to strength recently, growing and adapting with the iGaming markets in the UK, Europe and North America. 

“Welcoming someone as experienced and talented as James onto our team is another strong step for us. I welcome his expertise and am delighted to see where his marketing leadership takes us.”

In recruiting the new CMO, the affiliate brand looks to position itself for long-term, sustainable growth in a sector that continues to evolve at pace and expand globally, with established markets entering new regulatory eras while new high-value markets like Brazil enter the fold.

In addition to his role at LiveScore, QiH has also highlighted McCarthy’s experience at the likes of Betfair where he was Head of Performance Media and Head of PPC & Paid Social, as well as at Betway Group where he was Senior Marketing Manager.

“It’s such a pleasure to join a company that has grown so thoroughly and organically in licensed markets,” McCarthy added on his new role.

“QiH Group is a big name in the iGaming affiliate space, and I look forward to managing the continued growth in diversified sectors and locations.”

In-house expansion

The move comes in the midst of the firm’s biggest-ever recruitment drive to accelerate the development of its proprietary tech platforms and boost the commercial performance of its iGaming media network.

The media group told SBC last month that it had made “32 hires in the past 12 months, prompting a relocation to larger London headquarters to accommodate its expanding headcount”.

The group’s push for internal tech ownership marks a significant step in its evolution of its media network, founded in 2014 by iGaming entrepreneur Jamie Walters, with the aim of developing the best ROI sustainable media campaigns.