Head of CRM

Responsibilities

Design and execute a full CRM flow to maximise life time expectancy and player value across both casino and sports book products. Segmenting the database to control promo spend and increase ROI as well as increasing product cross sell within the rules and regulations of the UKGC. Ensuring at all times that all player communications and on site messaging is compliance and following all best practices.

The focus of this role will be UK targeted with a view to expand into international and other regulated territories in the future.

Champion the use of AI-driven tools and automation to deliver personalised, dynamic customer journeys itionally harnessing AI to automate and improve all areas of the role including reporting, on site design and player messaging.

Collaborate with other departments, including Product, Analytics and Customer Support to ensure that the product being delivered by the company is the best in field and is moving forwards to continue to drive gameplay on the network.

Lead, mentor and scale the CRM team to perform at their highest ability as well as nurture the team to grow and develop into the next generation of leaders within the department.

Liaise with third party providers to ensure that products that we are receiving are up to date and the best that these third parties have to offer. To keep the department at the forefront of technology and what is available on the market and help drive such possibilities internally.

Monitor and report on key metrics including ARPU, churn rate, ROI, and bonus cost percentages etc. Run continuous testing frameworks for subject lines, creative assets, incentives, and send times.

• Proven experience in a CRM role within iGaming, with a proven track record across both casino and sports book
• Demonstrable experience using AI-powered personalisation, predictive segmentation, or machine learning within CRM workflows.
• Strong working knowledge of UKGC regulations and responsible gambling requirements as they relate to CRM and player communications
• Experience with CRM and email marketing platforms (specific stack TBC — details to follow)
• Excellent analytical skills with proficiency in data tools; comfortable working with large datasets to drive decisions
• Solid understanding of player retention strategies, bonus mechanics, and lifecycle marketing
• Proven experience planning and executing promotional and marketing campaigns across multiple channels
• Strong communicator with experience presenting strategy and performance to senior stakeholders
• Confident leading and developing a team, with experience delegating, coaching, and managing to KPIs