CRM Specialist

Role Overview

The CRM Specialist (Lifecycle & Loyalty) is responsible for the hands‑on build and delivery of lifecycle and loyalty communications across Fanatics Casino’s CRM ecosystem. Working across email, push, in‑app messaging and in‑app placements, this role owns campaign execution end‑to‑end, from build and QA through to launch and post‑send monitoring

This is an execution‑first role. The Specialist is expected to be highly proficient in CRM platform tooling – specifically Xtremepush (XP) – and capable of building and deploying campaigns independently to a high standard of quality, accuracy and compliance.

A secondary focus includes supporting the Canadian market, partnering with the Lifecycle & Loyalty squad to ensure communications meet localisation, regulatory and regional nuance requirements as Fanatics expands into Canada.

Based in Leeds and working closely with US and Canada‑based teams, this role supports Fanatics’ ambition to become the #1 Online US Casino by 2030 through reliable, scalable and compliant campaign delivery.

• Build, configure and deploy lifecycle and loyalty communications across email, push, in‑app messaging and in‑app placements using Xtremepush (XP).
• Use HTML to build and maintain email templates where required, ensuring accurate rendering across devices and clients.
• Execute campaigns aligned to commercial priorities, lifecycle stages and loyalty programme KPIs.
• Manage end‑to‑end execution from brief through launch, including scheduling, targeting, suppression logic, sequencing and prioritisation.
• Build and maintain automated and triggered lifecycle journeys based on customer behaviour and lifecycle signals.
• Deliver cohesive omni‑channel journeys, coordinating messaging across CRM channels and in‑app placements.
• Support in‑app content placement and merchandising in partnership with Product and Commercial teams.
• Support localised campaign execution for the Canadian market, ensuring communications reflect regulatory requirements and regional nuance.
• Collaborate with CRM, Commercial, GTM, Marketing, Product, Creative and Analytics teams to deliver campaigns on time and to standard.

• Own campaign QA end‑to‑end, validating content accuracy, personalisation, segmentation, links, HTML rendering and delivery logic across all touchpoints.
• Ensure all campaigns meet CRM standards, brand guidelines and regulatory requirements – including state‑level requirements across MI, PA, NJ and WV, and Canadian compliance obligations.
• Monitor launches at key lifecycle and loyalty moments and proactively escalate risks or issues as needed.
• Maintain CRM templates, QA checklists and build standards, keeping them current and fit for purpose.

• Monitor campaign delivery and performance metrics, identifying issues and optimisation opportunities.
• Apply insights to improve execution across timing, segmentation and channel mix.
• Support multivariate testing and incremental experimentation, helping to translate results into strategy and campaign delivery improvements.
• Build and validate customer segments aligned to lifecycle stage, value / loyalty tier and commercial objectives.
• Partner with Data & Analytics teams to ensure accurate campaign setup, targeting and attribution.

Essential

• 3–5 years’ hands‑on experience in CRM, lifecycle marketing or customer communications.
• Proven experience building and deploying campaigns in a CRM or customer engagement platform – Xtremepush (XP) experience strongly preferred.
• Demonstrable ability to set up, configure and launch multi‑channel campaigns (email, push, in‑app) independently within platform.
• Strong working knowledge of audience segmentation, permissions, targeting rules and lifecycle logic.
• High attention to detail with confidence owning QA and execution standards independently.
• Comfortable working at pace in a commercially driven environment with multiple concurrent campaigns.
• Strong communication skills and able to collaborate effectively across time zones.

Preferred

• Working knowledge of HTML for email build and template maintenance, not essential but a…