Senior CRM Lifecycle Optimization Associate

** Discover What’s Possible at BetMGM
** As a valued team member, we’re committed to giving you the resources and support you need to thrive. Our benefits and perks include:
* Medical, Dental, Vision, Life, and Disability Insurance
* 401(k) with company match
* Pre-tax spending accounts including health care FSA and commuter savings
* Flexible paid time off
* Professional development reimbursement and ongoing skills training opportunities
* Employee resource groups
* Swag, ticket giveaways, and more!

At BetMGM, we recognize that every individual plays a meaningful role in our success. That’s why we’re committed to building a respectful, inclusive workplace. It’s the strategy behind every win. By meeting people where they are, we create a culture of belonging where everyone can thrive and a workplace that reflects our values, our people, and our drive to win.
** About the Role
** As the Senior CRM Lifecycle Optimization Associate, you will be responsible for designing, optimizing, and evolving customer journeys that drive measurable revenue, retention, and long-term value across sports, casino, and poker verticals.

This role is not only focused on daily campaign execution. Instead, it is centered on journey intelligence, AI-powered decisioning, experimentation frameworks, and performance optimization. You will continually assess how we engage customers, introduce new ways of delivering value through automation and machine learning, and ensure every lifecycle interaction drives clear ROI.  You will partner closely with the Senior CRM Lifecycle Manager, BI, Product, and Business unit teams to transform lifecycle marketing into a scalable, insight-led growth engine.
** Responsibilities
* ** Own the end-to-end optimization of customer journeys across email, push, onsite, and emerging channels.
* Redesign existing lifecycle programs to improve incremental revenue, engagement depth, and retention, rather than volume of campaigns.
* Ensure journeys are adaptive, personalized, and powered by real-time data and AI-driven decision models.
* Champion the use of AI, predictive modeling, and decisioning frameworks to enhance personalization and next-best-action strategies.
* Partner with BI and analytics teams to introduce new data models, signals, and triggers that improve journey outcomes.
* Identify and pilot new tools, technologies, and methodologies that modernize CRM delivery and reduce manual dependency.
* Define success metrics focused on incrementality, ROI, NGR contribution, and customer lifetime value.
* Continuously monitor performance, run structured experimentation (A/B, multivariate, holdouts), and scale winning strategies.
* Translate insights into clear recommendations that directly influence revenue and strategic priorities.
* Lead strategic briefs that clearly articulate business objectives, audience strategy, journey logic, and success criteria.
* Work cross-functionally with Creative, Product, BI, and Operations teams to ensure ideas move efficiently from concept to impact.
* Act as a strategic CRM thought partner—challenging assumptions and helping stakeholders rethink how journeys deliver value.
* Ensure lifecycle journeys are logically sound, customer-centric, and frictionless, with strong quality controls.
* Maintain consistent governance around testing, learnings, and documentation to support continuous improvement.
** Required Experience
*** Proven experience building and optimizing lifecycle strategies or automated contact plans in a digital, data-driven environment.
* Strong understanding of CRM strategy, customer segmentation, and journey orchestration.
* Hands-on experience with marketing automation or CRM platforms (e.g., Optimove or similar).
* Demonstrated ability to analyze performance data and turn insights into actionable growth strategies.
* Solid understanding of online gaming, sports betting, or regulated digital environments.
* Comfortable working with AI concepts, predictive modeling outputs, and experimentation frameworks, even if not building models or agents yourself.
* Ability to think beyond execution and focus on systems, scalability, and long-term impact.
* Strong business acumen with a…