CRM Planning Manager - Casino

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We're looking for a CRM Planning Manager to build and own CRM planning from the ground up establishing a consistent, trusted single source of truth across all CRM touchpoints in all Casino states. This is a high-impact, greenfield role for someone who thrives in ambiguity and knows how to create clarity, structure and alignment where no formal CRM planning frameworks currently exist.

You’ll design and implement the planning processes, intake models, governance and operating rhythms that turn strategic priorities into executable calendars, roadmaps and delivery plans across CRM squads. Acting as the connective tissue between strategy and execution, you’ll ensure demand, capacity, dependencies and CRM execution are visible, aligned and consistently represented, reducing friction, inconsistency and last‑minute rework as the organization scales.

Build the CRM planning function from scratch

• Define and implement end‑to‑end CRM planning processes, including intake, prioritization, capacity planning, roadmap development and execution governance.
• Establish planning frameworks, templates, tools and operating rituals where none currently exist, leveraging best‑in‑class planning and delivery techniques (e.g., Agile, iterative planning, quarterly/PI planning, backlog management) as appropriate for CRM and Promo Ops workflows.
• Set clear operating norms for how CRM & Promo Ops work enters the system, gets prioritized, planned and delivered – balancing flexibility with predictability at scale.

• Lead planning cycles and execution rhythms across CRM squads.
• Translate strategic priorities into clear calendars, roadmaps and delivery plans that teams can confidently execute against.
• Ensure planning decisions are documented, communicated and consistently applied.

• Establish and manage a single, reliable source of truth for all CRM plans, including calendars, roadmaps and customer touchpoints. This central resource must be clear and easily understandable throughout the entire Casino organization.
• Ensure CRM activity, sequencing and ownership are clearly represented and accessible to stakeholders across teams.
• Drive alignment on tools, documentation standards and data hygiene to eliminate conflicting plans and fragmented views of CRM work.

• Make demand, capacity, dependencies, risks and trade‑offs transparent across squads and stakeholders.
• Proactively identify misalignment, bottlenecks or feasibility risks and drive resolution early.

• Collaborate with CRM & Promo Ops, Growth, GTM, Analytics, Marketing, Brand, Product and Core Project teams to assess feasibility, sequence initiatives and align on priorities across channels, customer cohorts and states.
• Act as a trusted planning partner who balances strategic ambition with realistic delivery constraints.

• Continuously refine planning processes by evaluating effectiveness (what’s working/not), identifying remaining friction points and adapting to meet evolving organizational needs and scale.
• Reduce reactive work, last‑minute changes and rework by improving upfront planning quality, governance and cross‑team coordination.

• 5+ years of experience in planning, program management, operations or a similar role within CRM, Marketing, Growth, or Promo Ops teams.
• Proven experience building or formalizing planning processes in environments with limited or no existing structure.
• Strong working knowledge of Agile or iterative planning methodologies, including backlog management, sprint or cycle‑based planning and capacity planning.
• Experience managing intake, prioritization and roadmap development across multiple stakeholders and teams.
• Ability to establish and maintain a single source of truth for plans, calendars and delivery status across teams, channels and markets.
• Demonstrated ability to manage dependencies, assess feasibility and balance…