Head of CRM

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.