Join our client’s innovative team and help shape the future of enterprise iGaming solutions. We’re looking for individuals to drive the next generation of B2B gaming technology. With a brand new Limassol office strengthening their growing office network, this is an opportunity to be part of the team from the ground up.
Role Overview
We are looking for a highly experienced Senior CRM Manager to lead the CRM and retention strategy across multiple international iGaming markets.
This is a senior, hands-on leadership role for a candidate with strong experience in Tier-1 and Tier-2 markets, deep understanding of player behaviour, lifecycle management, segmentation, conversion funnels, retention planning, and revenue optimization.
The successful candidate will be responsible for building and managing CRM strategies that improve player activation, retention, reactivation, conversion rates, NGR performance, player lifetime value, and overall customer engagement.
This person should have strong knowledge of the full iGaming product ecosystem, including slots, live casino, mini games, sportsbook, racing, virtual games, e-sports, bonuses, payments, and player lifecycle behaviour. The role will also include leading and mentoring middle and junior CRM team members.
Key Responsibilities
- Build and lead the overall CRM and retention strategy across multiple markets.
- Develop player lifecycle strategies covering registration, FTD conversion, onboarding, activation, retention, reactivation, churn prevention, and win-back campaigns.
- Plan and optimize user journeys based on player behaviour, product preferences, value segments, and market-specific patterns.
- Create advanced segmentation strategies based on player activity, deposit behaviour, product usage, bonus usage, NGR, GGR, LTV, churn risk, and engagement level.
- Increase conversion rates from registration to FTD, FTD to repeat deposit, and active player to loyal player.
- Develop retention plans focused on increasing repeat deposits, activity frequency, player lifetime value, and NGR.
- Build NGR-save strategies for declining, inactive, bonus-sensitive, or high-value players.
- Analyze player behaviour across slots, live casino, mini games, sportsbook, racing, virtual games, and e-sports.
- Plan and manage promotional calendars for different markets, segments, and player groups.
- Work with bonus offers, cashback, free spins, reload bonuses, deposit offers, risk-free campaigns, sportsbook promotions, and personalized incentives.
- Define communication strategies across email, SMS, push notifications, inbox messages, calls, Telegram, WhatsApp, and other CRM channels.
- Create automated CRM flows, triggered campaigns, lifecycle journeys, and personalized player communication.
- Monitor campaign performance and optimize based on open rates, click rates, conversion rates, deposit uplift, retention, churn, NGR, and ROI.
- Work closely with Risk, Product, Payments, Support, VIP, Affiliates, and Management teams to align CRM activity with business goals.
- Ensure that CRM campaigns are commercially effective while also respecting Responsible Gaming, compliance, bonus abuse, and risk considerations.
- Lead, guide, and mentor middle and junior CRM team members.
- Set priorities, review campaign plans, improve campaign quality, and ensure the CRM team works according to clear KPIs.
- Identify gaps in current CRM processes and introduce stronger retention, segmentation, automation, and reporting practices.
- Prepare regular CRM performance reports with insights, conclusions, and action plans.
Product Knowledge Required
The candidate should understand player behaviour and CRM opportunities across multiple products, including:
- Slots
- Live casino
- Mini games
- Sportsbook
- Racing
- Virtual games
- E-sports
- Bonus and promotion systems
- Cashback mechanics
- Free spins mechanics
- Payment and cashier flows
- VIP and high-value player activity
- Affiliate traffic behaviour
- Player account lifecycle
The candidate does not need to be a sportsbook trader or casino product owner, but must understand how different products affect player behaviour, retention, conversion, bonus usage, risk, and NGR.
Required Skills & Experience
- Strong previous experience as a CRM Manager, Senior CRM Manager, Retention Manager, Lifecycle Manager, or similar role.
- Proven experience in iGaming, preferably with exposure to Tier-1 and Tier-2 markets.
- Strong understanding of player behaviour, lifecycle management, segmentation, and retention strategy.
- Experience increasing registration-to-FTD, FTD-to-repeat-deposit, reactivation, retention, and NGR performance.
- Strong experience with CRM campaigns across email, SMS, push, onsite messages, inbox messages, and other direct marketing channels.
- Experience creating automated journeys, triggered campaigns, player segments, and personalized retention flows.
- Strong analytical skills and ability to interpret CRM performance, player behaviour, campaign data, deposit activity, bonus usage, GGR, NGR, LTV, and churn indicators.
- Good understanding of casino, sportsbook, live casino, mini games, racing, virtuals, and e-sports from a CRM and player behaviour perspective.
- Ability to create retention plans by market, product, player segment, and value group.
- Experience managing promotional calendars and campaign planning.
- Ability to lead and mentor middle and junior CRM team members.
- Excellent English communication skills, both written and spoken.
- Strong commercial mindset with focus on growth, retention, revenue, and long-term player value.
- Ability to work with CRM tools, back-office systems, reporting dashboards, BI tools, and campaign management platforms.
Nice to Have
- Experience working with CRM platforms such as Smartico, Optimove, Fast Track, Salesforce Marketing Cloud, Braze, Customer.io, or similar.
- Experience with multi-brand or multi-market iGaming operations.
- Experience managing CRM activity for both casino and sportsbook products.
- Understanding of bonus abuse, risk-sensitive promotions, Responsible Gaming triggers, and compliance limitations.
- Experience with VIP segmentation and high-value player retention.
- Experience building CRM processes from scratch.
- Experience working with affiliate traffic and understanding traffic quality differences by source and market.
- Knowledge of A/B testing, cohort analysis, funnel analysis, churn prediction, and campaign ROI measurement.
- Experience managing a small CRM team or acting as CRM lead.
Leadership Responsibilities
The Senior CRM Manager will be expected to lead and support middle and junior CRM team members by:
- Setting CRM priorities and weekly campaign plans.
- Reviewing campaign ideas, bonus mechanics, communication texts, and segmentation logic.
- Teaching the team how to analyze player behaviour and campaign results.
- Ensuring campaigns are launched correctly and on time.
- Improving the team’s understanding of markets, products, player segments, and retention logic.
- Creating clear CRM workflows, reporting standards, and campaign approval processes.
- Helping the team move from basic campaign execution to data-driven CRM planning.
Ideal Candidate Profile
The ideal candidate is a strong CRM leader with deep iGaming experience, commercial thinking, and strong analytical ability.
We are not looking for someone who only sends campaigns. We are looking for someone who can understand player behaviour, build proper lifecycle journeys, improve conversion and retention, protect NGR, manage promotional strategy, analyze results, and lead a CRM team.
The candidate should be able to look at player data, understand what is happening, identify opportunities, create a retention plan, execute campaigns, and measure the financial impact.
Key Success Metrics
- Increased registration-to-FTD conversion rate.
- Increased FTD-to-repeat-deposit conversion rate.
- Improved player retention and reactivation rates.
- Increased active player base and deposit frequency.
- Improved NGR and player lifetime value.
- Reduced churn among valuable player segments.
- Better performance of CRM campaigns and automated journeys.
- Stronger segmentation and personalization.
- Clear CRM reporting and action plans.
- Successful leadership of middle and junior CRM team members.
- Strong cooperation with Product, Risk, Payments, Support, VIP, Affiliates, and Management teams.
The salary range for this position will be shared with shortlisted applicants.