Frederick Aryee Sackey
Accra
Summary
Marketing and communications leader with over ten years of experience designing and executing integrated media and brand strategies across Ghana’s evolving media landscape. Proven expertise in translating consumer insights and business objectives into effective multi-channel campaigns spanning television, radio, out-of-home, digital and experiential platforms. Skilled in managing significant marketing investments, optimizing media performance, and building strategic partnerships with media owners, agencies, and stakeholders. Experienced in delivering high-impact campaigns that strengthen brand equity, expand market reach and drive measurable business growth within highly competitive and regulated sectors.
Overview
10
10
years of professional experience
Work History
In-Country Lead
Jackpot City Casino
09.2025 - Current
- Serve as the primary in-country representative for Jackpot City in Ghana, leading local market strategy, operational oversight and regulatory alignment.
- Drive execution of local growth initiatives, aligning Ghana operations with regional and global strategic objectives.
- Provide strategic market intelligence and competitive insights to HQ, influencing product positioning and campaign decisions.
- Ensure full compliance with local regulatory requirements, responsible gaming frameworks, AML protocols and company policies.
- Oversee daily operations to ensure seamless delivery across marketing, compliance and customer engagement functions.
- Support the development and localization of marketing campaigns to ensure cultural relevance and market impact.
- Collaborate with regional marketing teams to execute social media and promotional initiatives tailored to the Ghanaian market.
PR, Brands & CSR Manager
Betway Africa
01.2018 - 08.2025
- Led integrated marketing campaigns across television, radio, digital, OOH and experiential channels to strengthen Betway’s market leadership and maximize campaign reach and frequency.
- Managed media investments across TV, Radio, OOH and Digital channels, working with agencies and media partners to optimize placements and campaign performance.
- Analyzed campaign performance metrics and audience data to refine channel selection and improve marketing ROI across brand campaigns.
- Led brand reputation management and narrative shaping through strategic press placements, media briefings, and issue/crisis response.
- Managed end-to-end planning and execution of over 60 high-impact PR, CSR, and brand experience events nationwide.
- Led sponsorship acquisition, contract negotiation, and brand activation for premier partnerships, including Ghana Women's Premier League and top-tier football clubs.
- Designed and activated Betway's CSR platform 'Betway Cares,' reaching over 500,000 people through health screenings, donations, and community projects.
- Built strong working relationships with government stakeholders, media outlets, and influencers to drive brand visibility.
- Oversaw a multimillion (EUR) Media Buying, Events, Sponsorship and PR budget, ensuring cost efficiency, tracking performance metrics, and optimizing spend.
- Championed the development of the Responsible Gaming Campaign, integrating regulatory compliance with brand trust messaging.
- Led the development of proprietary content properties, including branded podcasts and lifestyle digital content, to position the brand beyond transactional messaging and strengthen community-led engagement.
BTL Activations Coordinator
Sports Betting Group Ghana Ltd. (Betway Ghana)
06.2016 - 12.2017
- Designed and executed nationwide roadshows and retail activations that contributed to a 40% uplift in new customer signups.
- Directed experiential marketing programs including live match screenings, mobile activations, and regional tournaments.
- Developed territory-specific marketing strategies to drive engagement and acquisition in regional and peri-urban locations.
- Worked closely with the product team to promote new features and offerings across physical touchpoints.
- Managed relationships with third-party agencies and vendors to ensure quality execution and logistics coordination.
- Provided market intelligence and customer feedback that informed future product development and marketing planning.
- Aligned BTL activities with digital campaigns to deliver unified, cross-platform customer experiences.
Customer Service Executive
GCB Bank Ltd.
02.2016 - 05.2016
- Delivered frontline support to banking customers, ensuring issue resolution within agreed SLAs.
- Analyzed and reported customer complaints and service issues to drive improvements in client satisfaction.
- Maintained the bank's customer service portal, resolving online queries and escalating priority cases.
Education
Bachelor of Laws (LLB) -
Mountcrest University College
05.2028
MA - Marketing Strategy
University of Ghana
01.2022
MBA - Management Information Systems
University of Ghana
01.2015
BA - Sociology & Information Studies
University of Ghana
01.2012
Skills
- Brand Positioning & Identity Development
- Integrated Marketing Communications (IMC)
- Media Buying & Performance Optimization
- Experiential & BTL Marketing Execution
- Sponsorship Acquisition & Rights Management
- Corporate Communications & Public Relations
- Go-to-Market Strategy & New Product Launches
- Event Planning & Consumer Engagement
- Digital Campaign Management & Social Media Strategy
- Market Expansion & Regional Marketing
- Team Leadership & Cross-Functional Collaboration
- Marketing Budgeting & ROI Optimization
References
- Kwabena Oppong – Nkrumah, Country Manager – Marketing, Betway Africa, 0268303003
- Gabriel Appiah, Chief Executive Officer, Beyond The Line Africa (BTL Africa), 0201043000
Key Marketing Projects
- Betway Talent Search, 2017–2019, Talent discovery initiative from pilot to national execution, integrating digital engagement with regional activations.
- Club & League Sponsorships, Managed activation of sponsorships with Ghanaian football clubs and women's football league, increasing fan affinity and brand leveraging points.
- CSR Campaigns (Betway Cares), Created and executed community-focused initiatives, including donations, health screenings, and economic empowerment programs.
- Responsible Betting Awareness Campaign, Developed content and activations to promote responsible gaming, working closely with regulators and advocacy groups.
Timeline
In-Country Lead
Jackpot City Casino
09.2025 - Current
PR, Brands & CSR Manager
Betway Africa
01.2018 - 08.2025
BTL Activations Coordinator
Sports Betting Group Ghana Ltd. (Betway Ghana)
06.2016 - 12.2017
Customer Service Executive
GCB Bank Ltd.
02.2016 - 05.2016
Bachelor of Laws (LLB) -
Mountcrest University College
MA - Marketing Strategy
University of Ghana
MBA - Management Information Systems
University of Ghana
BA - Sociology & Information Studies
University of Ghana