Every first deposit starts a story. You decide how it goes.
Most CRM roles hand you a platform and a calendar and ask you to send more. This one hands you two iGaming brands across Tier 1 markets and asks a bigger question: what would player retention look like if it were built properly, from the data up?
We've been operating successfully for over 6 years, backed by ambitious industry innovators with a strong multi-regional presence. Now we're rebuilding CRM into an omnichannel, automated, AI-assisted engine that is measured down to the cohort. We need the person who can design it, build it with their own hands, and teach a team to run it. You'll lift engagement, retention and lifetime value through segmented communications, localised campaigns and smart automation, and you'll see your impact directly in deposit activity, average deposit size and player retention.
What you'll build
The strategy. You'll develop and run the omnichannel CRM strategy, product mechanics and communications for both brands, covering onboarding, retention, engagement and monetisation.
The CRM architecture. Email, SMS, push, in-app, on-site and messengers, all working as one system. You'll set up the data model, events, journeys, frequency caps and channel priority, and you'll ship it.
The player journey, end to end. Registration, first deposit, the critical second deposit, at-risk, lapsed, VIP. You'll map every touchpoint, track it and make every step count, starting with early onboarding.
Innovate user engagement formats. You'll invent them, work out the numbers and prove they pay back.
Campaigns that land. You'll plan, coordinate and run multi-channel campaigns hands-on, with promo mechanics matched to player psychotypes, behavioural triggers and traffic source.
Real personalisation. More than a first name in the subject line: the right offer, game, moment and channel for each player, driven by behaviour and predictive scores.
Every market in its own voice. CRM tailored to local languages, cultural nuances and player preferences. You'll oversee multi-language content and keep deliverability healthy in every channel.
Automation and AI at the core. You'll move manual campaigns into triggered journeys and put AI to work on copy, translation, creative, segment discovery and send-time optimisation, with smart guardrails.
Data you can trust. You'll analyse player behaviour, define the dashboards with BI, run the test pipeline and show uplift against holdout groups.
A team that levels up. You'll hire, coach and train CRM Managers, Specialists and Juniors across geos, and leave playbooks behind so the knowledge stays with the team.
Strong partnerships. You'll work closely with Product, Development, Marketing, BI, Customer Success and Support so that CRM drives the business goals.
Why this role is different
Clear, honest targets from day one. Within your first two weeks you'll co-write a KPI roadmap tied to your bonus, so you'll always know what winning looks like.
Real ownership. Architecture, promo budget, test roadmap and team are yours to shape.
Room to experiment. New formats and AI pilots every quarter are part of the job description. Stay ahead of iGaming CRM trends and bring them to life.
Visible impact. Your work shows up directly in retention, churn, deposit frequency, average deposit size, LTV and payback.
Engagement done responsibly. Responsible gambling safeguards are built into the data layer, not added at the end.
You're probably who we're looking for if…
You have 5+ years in CRM or retention, including 3+ in iGaming (casino and/or sportsbook), ideally in Tier 1 markets.
You bring deep, hands-on Customer Journey Optimisation and have implemented and tested strategies across multiple channels.
You've worked hands-on in Customer.io, Optimove, Smartico, Xtremepush, Braze or similar, at admin level, with strong segmentation and personalisation skills.
You've implemented or migrated an omnichannel CRM: event spe
