SBC News Square in the Air hires Mark Armitage to Lead New PM Division

Square in the Air hires Mark Armitage to Lead New PM Division

Square in the Air (SITA) has amplified its agency services by launching a new Performance Marketing (PM) division led by new Director, Mark Armitage.

An expert in customer acquisition and campaign ROI strategies, Armitage is a 16-year iGaming marketing veteran, who has previously led marketing units for tier-1 operators Kindred Group and William Hill Plc.

As announced by SITA: “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.”

SITA’s PM unit is launched with the clients of AK Bets, Star Sports, and Planet Sport Bet, with the agency further engaged to manage the AK Bets affiliate program, aiming to become a new challenger sportsbook brand in the UK market.

As part of the new division, SiTA 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.

Leading SITA’s new division, Armitage stated: “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.”

SITA announces the launch of its new division as a new milestone for the agency, which takes its headcount to 56 employees, 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.

Agency Founder and Managing Director Bill Esdaile 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.”

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