Head of CRM

About the Role

We are looking for a Head of CRM to own the customer relationship management strategy and retention direction of the company, lead a cross-functional team, and take CRM campaigns, personalization initiatives, segmentation strategies, and lifecycle marketing programs from concept to execution and measurable impact on customer retention and revenue growth.

Responsibilities

• Develop and execute the CRM strategy across multiple brands and international GEOs.
• Build and manage the full player lifecycle strategy, from registration and first deposit through retention, reactivation, and churn prevention.
• Own key CRM metrics, including retention, reactivation, conversion, ARPU, LTV, GGR, NGR, and player activity.
• Develop and manage customer segmentation based on player behavior, value, GEO, and lifecycle stage.
• Create and optimize automated CRM journeys and lifecycle campaigns.
• Plan and execute campaigns across email, push notifications, SMS, in-app, and other relevant channels.
• Develop personalized communication and promotional strategies for different player segments.
• Work closely with Product, Acquisition, Analytics, Affiliate, and VIP teams to improve player retention and lifetime value.
• Analyze CRM campaign performance and identify opportunities for optimization.
• Develop and test CRM hypotheses, offers, communication strategies, and customer journeys.
• Lead A/B testing and continuous optimization of CRM campaigns.
• Build CRM calendars and manage campaign planning across brands and GEOs.
• Monitor player churn and develop retention and reactivation strategies.
• Develop and optimize bonus, promotion, and loyalty mechanics together with relevant teams.
• Build CRM reporting, dashboards, forecasts, and KPI frameworks.
• Lead and develop the CRM team, set KPIs, and manage performance.
• Establish scalable CRM processes and best practices across multiple brands and markets.

Requirements

• 5+ years of experience in CRM, Lifecycle Marketing, Retention, or a similar role.
• Strong experience in iGaming, online casino, sportsbook, betting, or another high-volume digital vertical.
• Proven experience managing CRM for international markets.
• Strong understanding of player lifecycle, retention, reactivation, churn, and customer segmentation.
• Strong knowledge of key iGaming metrics: FTD, retention, ARPU, LTV, GGR, NGR, churn, and player activity.
• Experience working with multiple GEOs and/or multiple brands.
• Hands-on experience with CRM platforms and marketing automation tools.
• Experience with email, push, SMS, and other CRM communication channels.
• Strong analytical and data-driven approach to decision-making.
• Experience designing and running CRM experiments and A/B tests.
• Experience working cross-functionally with Product, Acquisition, Analytics, Affiliate, and VIP teams.
• Experience managing and developing a CRM team.
• Strong understanding of player segmentation and personalization.
• Ability to translate data and player behavior into actionable CRM strategies.
• English - Upper-Intermediate or higher.

Nice to Have

• Experience building a CRM function from the ground up.
• Experience with multi-brand / multi-GEO iGaming products.
• Experience with loyalty programs and VIP lifecycle management.
• Experience with CDP, BI, attribution, and customer analytics platforms.
• Strong understanding of bonus and promotional mechanics.
• Experience working with licensed gambling markets.

What We Offer

• Remote work.
• Schedule: full-time, 5-day work week.
• Work with major brands.
• Flexible budgets, minimal bureaucracy.