CRM Team Lead Promotions & Gamification

Our client is a fast-growing tech and digital services provider within the iGaming industry, focused on delivering standout player experiences through innovation, data, and creativity.

They’re now looking for a CRM Team Lead – Promotions & Gamification to take ownership of one of the most impactful areas of the business: player engagement and retention.

This is a high-visibility role where you’ll shape how promotions and gamification mechanics come together into a seamless, automated player journey.

The Role

As CRM Team Lead, you’ll act as the bridge between CRM, Product, and Commercial teams, ensuring that every promotion, feature, and campaign contributes to long‑term player value.

You won’t just execute campaigns—you’ll design the ecosystem behind them. From major seasonal events to everyday engagement mechanics, your focus will be on turning standalone features into a connected, data‑driven lifecycle strategy that drives retention and loyalty at scale.

• Own the CRM strategy for promotions and gamification, aligning all activities with retention and lifecycle goals
• Lead CRM delivery for major campaigns and seasonal events (e.g. World Cup, Christmas, key sporting moments)
• Integrate gamification tools (tournaments, missions, progress bars, reward shops) into automated lifecycle journeys
• Define and optimise the end‑to‑end promotional workflow—from ideation to execution and player communication
• Analyse campaign and feature performance, continuously improving opt‑in, engagement, and completion rates
• Partner closely with Product and Tech teams to enhance onsite mechanics and CRM capabilities
• Lead and mentor a team, ensuring high‑quality execution and continuous development

• Strong experience in iGaming CRM, with a focus on promotions, lifecycle marketing, and gamification
• Proven leadership experience, with the ability to manage teams and influence cross‑functional stakeholders
• Hands‑on experience with CRM platforms such as Optimove, Braze, Salesforce Marketing Cloud, or similar
• Data‑driven mindset, with strong analytical skills and experience optimising KPIs like retention, LTV, and conversion
• Solid understanding of player behaviour and gamification mechanics in driving engagement
• Experience managing multi‑channel CRM campaigns (email, push, SMS, onsite)
• Ability to run structured A/B testing and campaign optimisation
• Comfortable working with Product/Tech teams on feature improvements and integrations
• Strong organisational and project management skills in a fast‑paced environment

Why This Role?

• High‑impact position with ownership over a core revenue‑driving area
• Opportunity to shape and scale a modern CRM and gamification ecosystem
• Work cross‑functionally with Product, Data, and Commercial teams
• Be part of a growing, innovation‑driven iGaming business