spinhireHead of CRM
About the specialist
Senior iGaming CRM professional with 12+ years of experience across casino and sportsbook, progressing from VIP and CRM operations to CRM Manager and Head of CRM roles. Experienced in CRM strategy, lifecycle automation, segmentation, retention and reactivation, bonus optimisation, gamification, A/B testing, multi-channel campaigns and team leadership across multiple international markets, including LATAM. Proven track record of building and improving CRM operations, increasing player engagement and retention, optimising promotional spend, and using player behaviour and performance data to drive LTV and sustainable revenue growth.
Skills
Work experience
Head of CRM — Betazo — Sep 2025 – Mar 2026: CRM strategy for LATAM (Peru, Chile, Argentina), gamification, A/B testing programs, end-to-end lifecycle journeys, bonus strategy and budget, CMS and site merchandising, managed the CRM team and reported to stakeholders.
CRM Manager — Seven Media, Dubai — Apr 2024 – Jan 2025: end-to-end CRM setup including platform selection, email domain and IP warming, multi-channel campaigns (Email, SMS, Push, WhatsApp, Telegram), customer journeys and automation, budget planning, QA and deliverability.
CRM Manager — Ellmount Entertainment / HIGHROLLER — Jul 2021 – Dec 2023: multi-market CRM (Nordics, Germany, Hungary, Canada, New Zealand, India, ROW), VIP and non-VIP lifecycle journeys, segmentation and personalisation, bonus and promotion mechanics.
CRM Coordinator — Genesis Global — Oct 2019 – Jul 2021: campaigns across multiple casino and sportsbook brands, QA of communications, multi-language regional campaigns, performance reporting.
CRM Executive — Ladbrokes PLC — Jan 2019 – Oct 2019: CRM for Ladbrokes and Coral, user segmentation, campaign execution and review.
VIP Executive / Live Casino — BetVictor — Apr 2014 – Jan 2019: high-value VIP players across casino and sportsbook, personalised support and relationship management.
Education
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Preferred geography
Latvia
Languages
English C1, Russian B2