Head of CRM

Job description

Let’s Start With a Hello

We’re looking for a Head of CRM to lead and grow CRM and Retention across Casino and Sportsbook. You’ll own the player lifecycle strategy, CRM performance, bonus economics, VIP retention, and CRM team development — with a strong focus on LTV, ARPU, Retention, Churn, incremental GGR, and sustainable player value.

Who We Are

We’re a fast-paced Gambling / Betting product where CRM and Retention are key growth drivers. Our approach is data-driven, experiment-focused, and closely connected with Product, Analytics, BI, Marketing, VIP, and Development.

What You’ll Be Doing

- Develop and own CRM & Retention strategy across the full player lifecycle: Activation, Retention, Reactivation, Churn Prevention, and VIP.

- Drive growth of LTV, ARPU, Retention, and player value while reducing Churn.

- Build and evolve player segmentation based on value, behavior, lifecycle, preferences, and risk profile.

- Develop and optimize Customer Journeys and automated flows: Welcome, FTD → Repeat Deposit, Activation, Reload, Retention, Reactivation, Churn Prevention, and VIP.

- Lead multi-channel CRM campaigns across Email, SMS, Push, and In-app / onsite.

- Establish A/B testing and Holdout Groups as a standard approach to campaign optimization.

- Develop and manage Casino & Sportsbook bonus mechanics and loyalty programs: Free Spins, Free Bets, Cashback, Deposit / Reload Bonuses, and Reactivation Offers.

- Own bonus economics and promotional budgets, balancing promotional aggressiveness with profitability.

- Monitor wagering requirements, eligibility, bonus costs, Bonus-to-GGR, ROI, and overall promo performance.

- Own the VIP CRM direction: define segmentation and criteria, develop retention triggers, identify early signs of declining deposits, and work closely with the VIP team on individual retention strategies.

- Analyze CRM performance through cohorts, funnels, player behavior, and campaign attribution.

- Own key CRM KPIs including LTV, ARPU, Churn Rate, Retention, incremental GGR, ROI, Bonus-to-GGR, FTD, R2D, Deposits, GGR, NGR, and player activity.

- Work closely with BI and Product teams to turn player data and insights into actionable CRM initiatives.

- Use SQL and BI tools to investigate performance, identify opportunities, and support data-driven decision-making.

- Develop hypotheses, design experiments, and measure incremental impact of CRM activities.

- Ensure CRM initiatives comply with local regulatory requirements and Responsible Gambling policies.

- Lead, mentor, and develop the CRM team, setting priorities, processes, and performance standards.

- Collaborate closely with Product, BI, Analytics, Marketing, VIP, Design, and Development teams.

- Report regularly on CRM performance, team results, and the contribution of CRM to overall business KPIs.

What Makes You a Great Fit

- 4+ years of experience in iGaming CRM / Retention, including experience as a Head of CRM, CRM Lead, or Senior CRM Manager.

- Proven track record of CRM initiatives with measurable impact on revenue and player value.

- Strong understanding of Casino and/or Sportsbook player lifecycle and retention economics.

- Deep knowledge of Retention, Churn, LTV, ARPU, and CRM-driven revenue growth.

- Strong hands-on understanding of bonus mechanics and retention economics.

- Experience managing promotional budgets and optimizing bonus / promo ROI.

- Strong analytical skills with practical experience in cohort analysis, A/B testing, Holdout methodology, and attribution.

- Confident SQL skills and experience working with BI tools such as Power BI or similar.

- Hands-on experience with modern CRM / CDP platforms such as Customer.io, Braze, Salesforce Marketing Cloud, HubSpot, or similar.

- Strong understanding of CRM channels and Customer Journey automation.

- Good knowledge of email infrastructure, including SPF, DKIM, DMARC, warming, and inbox placement.

- Experience managing and developing a CRM team of 5+ people.

- Strong leadership, ownership, and cross-functional communication skills.

- High attention to detail and a proactive, data-driven mindset.

- English — Upper-Intermediate (B2) or higher.

- Knowledge of major sports events is a plus.

What’s In It for You

- High-impact leadership role with direct influence on Retention, player value, and revenue.

- Full ownership of CRM strategy, processes, bonus economics, and team development.

- Opportunity to build and scale CRM operations across Casino and Sportsbook.

- Fast-paced Gambling / Betting environment with a strong data-driven and experiment-focused culture.

- Close collaboration with experienced Product, BI, Analytics, Marketing, VIP, and Development teams.

- Freedom to implement your ideas and directly see their impact on business results.

Let’s Wrap It Up

If you see CRM as more than campaigns and communications — and know how to combine player behavior, data, experimentation, bonus mechanics, and team leadership to drive sustainable business growth — we’d love to hear from you.