Country Manager - Liberia

The Opportunity

Our client is looking for an experienced Country Manager to lead its operations in Liberia, taking overall responsibility for the country's commercial performance, operational delivery, regulatory relationships and strategic growth.

This is a senior, hands-on leadership position for someone who understands the complexities of operating within a regulated African iGaming and sports betting market and can confidently lead across multiple business functions.

You will serve as the key leader on the ground, overseeing areas including Operations, Finance, Legal & Compliance, Marketing, Customer Operations and People, while working closely with Group leadership to execute the broader business strategy.

A major component of the role will be maintaining strong relationships with gaming regulators, licensing authorities and other key stakeholders, ensuring the business remains fully compliant while identifying opportunities for sustainable growth.

Key Responsibilities

Country Strategy & Commercial Leadership

• Take overall ownership of the Liberia business strategy, commercial performance and P&L.
• Translate Group objectives into a practical country strategy aligned with local market and competitive conditions.
• Establish annual budgets, operating plans, KPIs and commercial targets.
• Identify opportunities for market growth, partnerships, new products and additional revenue streams.
• Provide senior leadership with regular updates on business performance, opportunities and risks.

Regulatory & Government Relations

• Act as the primary representative of the business when engaging with gaming and licensing authorities.
• Manage relationships relating to licensing, renewals, regulatory reporting and compliance requirements.
• Build effective relationships with regulators, government stakeholders and relevant industry bodies.
• Keep abreast of developments in gaming legislation, taxation, foreign exchange and employment regulations.
• Lead engagement around responsible gambling, AML/CFT and player protection requirements.
• Represent the organisation professionally when dealing with regulatory and industry stakeholders.




Financial Leadership

• Provide strategic oversight of the local Finance function.
• Take accountability for country-level financial performance, revenue, costs and margins.
• Oversee budgeting, forecasting, cash management, taxation and financial reporting.
• Ensure statutory and regulatory financial obligations are completed accurately and on time.
• Work with Finance and external advisors/auditors where required.

Legal, Compliance & Risk

• Provide leadership oversight across Legal and Compliance.
• Ensure operations remain aligned with Liberian legislation, gaming regulations and Group policies.
• Oversee licensing, corporate governance, contracts and legal matters.
• Maintain an effective country risk framework covering regulatory, operational, financial and reputational risks.
• Ensure appropriate AML/CFT, responsible gambling and data protection processes are embedded within the business.

Marketing & Commercial

• Provide executive direction to the local Marketing function.
• Ensure campaigns, promotions and brand initiatives are commercially effective, locally relevant and compliant.
• Support market positioning, sponsorships and community initiatives designed to strengthen brand presence.
• Ensure all marketing activity adheres to applicable advertising and gaming regulations.
• Work with the wider commercial team to support acquisition, retention and long-term player value.

Customer Operations

• Oversee Customer Operations, including customer service and call centre activities.
• Ensure service delivery, operational KPIs and player experience meet business and regulatory expectations.
• Align customer operations, technology and service strategies with wider commercial objectives.
• Use customer insights to support decisions across product, marketing and commercial functions.

People & Operational Leadership

• Take responsibility for the overall running of the local business and operational infrastructure.
• Oversee suppliers, facilities, technology enablement and business continuity.
• Build, develop and retain a strong local leadership team.
• Create a high-performance, collaborative and accountable culture.
• Ensure HR and employment practices are aligned with Liberian legislation and Group standards.
• Lead organisational change and transformation initiatives as the business continues to develop.

What We're Looking For

• Bachelor's degree in Business Administration, Finance, Law, Economics or a related discipline.
• 8–12+ years' senior leadership experience, including at least 3–5 years in a Country Manager, General Manager, Managing Director or similar position.
• Strong experience within iGaming, sports betting, gambling or online entertainment.
• Experience operating within Liberia or the wider West African market would be highly advantageous.
• Proven experience taking ownership of a P&L and commercial strategy.
• Experience leading multiple business functions, ideally including Finance, Legal & Compliance, Marketing and Customer Operations.
• Demonstrated experience working directly with gaming regulators and licensing authorities.
• Strong understanding of financial management, budgeting and business reporting.
• Working knowledge of corporate, commercial and gaming regulatory environments.
• Experience overseeing marketing and brand activity within a regulated consumer-facing environment.
• Experience managing call centre, BPO or customer operations would be advantageous.
• A proven ability to build and lead high-performing teams within a fast-paced, multicultural environment.

iGaming & Sports Betting Experience

The ideal candidate will bring a strong understanding of the African iGaming landscape, including:

• Sportsbook, Casino and Virtuals products.
• Trading and odds fundamentals.
• iGaming platforms, aggregators and technology ecosystems.
• Payments and payout processes.
• African gaming regulation, licensing and taxation.
• Responsible gambling, player protection and AML/CFT.
• Current market trends and competitive dynamics across African iGaming.
• Emerging technologies within the sector, including AI-enabled customer support and trading solutions.

Key Leadership Attributes

We're looking for a commercially driven leader who can operate confidently at both strategic and operational level.

You'll need strong:

• Strategic and commercial thinking
• Regulatory and stakeholder management skills
• Financial and P&L acumen
• Risk and compliance awareness
• People leadership and development capabilities
• Customer-centric thinking
• Negotiation and influencing skills
• Decision-making under pressure
• Cross-cultural awareness
• Communication and presentation skills
• Integrity and sound corporate judgement

Additional Requirements

• Fluency in English, both written and verbal.
• Strong MS Office skills.
• Ability to live and work in Liberia.
• Willingness to travel locally and internationally when required.
• Comfortable representing the organisation at short notice with regulators, government representatives and industry stakeholders.

If you're an experienced Country Manager, General Manager or Managing Director with a strong background in African iGaming or sports betting, this could be an opportunity to take ownership of a growing market and make a significant commercial impact.

Apply now by sending your CV to contact@initiateinternational.com for this Country Manager role. If you wish to view additional Gaming, Betting, & Gambling jobs, please click through to our job section.