Technical CRM

Responsibilities:

• Own and manage the CRM and retention function, from strategy development through execution, optimisation, and reporting.
• Set lifecycle strategy across onboarding, activation, retention, reactivation, and win-back, and decide how each flow is built.
• Build and manage automated lifecycle flows across SMS, WhatsApp, push, in-app, on-site, and email, with a focus on the channels that perform in our market.
• Develop customer segmentation from behavioural and transactional data to drive targeted, relevant communication.
• Define, track, and report the retention metrics you own: retention and reactivation rates, churn, player lifetime value, CRM contribution to NGR, and bonus cost efficiency.
• Monitor customer behaviour to spot disengagement early and act on it before players leave.
• Partner with the product team to shape our in-house CRM tool, including event tracking, data integrity, segmentation logic, and automation capabilities.
• Optimise promotional and lifecycle campaigns against player behaviour while keeping bonus cost-efficient.
• Run continuous testing on messaging, triggers, and automation to improve lifecycle performance.
• Ensure all lifecycle messaging respects responsible gambling rules, including self-exclusion and at-risk player flags.
• Work across marketing, product, and commercial teams to align CRM activity with business goals.

Requirements:

• Minimum of 5 years in CRM, retention, or lifecycle management, including a role where you independently owned a CRM or retention function rather than executing inside someone else's structure.
• Prior experience in the sports betting or gaming industry is required.
• Strong command of customer lifecycle management, segmentation, and retention strategy.
• Hands-on experience building and running automated lifecycle flows and targeted communication.
• Technical depth to self-serve: comfortable owning event tracking, writing your own segmentation logic, setting up flows and triggers, and pulling your own data.
• Strong analytical skills, with the ability to read customer data and turn it into clear actions.
• Experience partnering with product and Tech on data tracking, workflows, and tooling, ideally including building or shaping a CRM platform.
• Awareness of responsible gambling obligations in lifecycle and retention messaging.
• Organised and able to run several campaigns at once without losing detail.
• Strong communication and collaboration in a performance-driven environment.