Head of CRM

Requirements

• 5+ years of experience in CRM within the iGaming industry, focused on large-scale B2C audiences;
• 2+ years in a leadership role managing a CRM team;
• Proven track record of building and scaling CRM functions from scratch or in high-growth environments;
• Deep understanding of the player lifecycle, behavior patterns, motivations, and engagement stages;
• Experience with Tier 1 markets, including local player expectations and compliance;
• Hands-on experience with CRM platforms such as Braze, Optimove, Smartico, Emarsys, or similar;
• Strong command of Customer.io;
• Ability to interpret CRM metrics: retention, churn, reactivation, CLTV, ARPU, NGR, bonus cost, CTR, OR/CR across channels;
• Experience in multichannel communication strategies: email, onsite, push, SMS, messengers;
• Close collaboration with BI, product, analytics, VIP, affiliate, and promo teams;
• Strategic planning skills focused on player retention, reactivation, and ARPU growth;
• Ability to translate strategic goals into actionable team tasks;
• Experience in scaling communication channels

Key ResponsibilitiesStrategy & Development

• Develop and lead the CRM strategy across a multi-brand portfolio, tailored to Tier 1 markets;
• Define team goals and KPIs for all CRM areas;
• Collaborate with Retention departments (Promo, CRM, Content, VIP, Product) to build quarterly/annual roadmaps;
• Implement a structured, personalized player experience across all lifecycle stages (onboarding, reactivation, churn prevention, loyalty);
• Lead reactivation strategies for high-value players;
• Build segmentation, motivational models, and loyalty mechanics (cashback, missions, gamification, level-ups);
• Analyze and optimize conversion funnels for various player segments;

Operations

• Manage and develop a CRM team of 10+ specialists (recruiting, coaching, 1:1s, performance reviews);
• Oversee campaign quality: daily, weekly, seasonal, automated, and trigger-based;
• Implement and optimize automated CRM flows (welcome, lifecycle, predictive logic)
• Manage multichannel communications: email, SMS, push, in-app, onsite, messengers (Telegram, WhatsApp, Viber), personalized banners/pop-ups;
• Set technical tasks for development and BI to improve CRM tools and logic;
• Lead platform implementations/migrations: segmentation, campaign logic, templates;
• Own analytics and testing processes: reporting, campaign performance, A/B & multivariate testing, conversion optimization

Benefits 💸 Flexible payment options: choose the method that works best for you. 🧾 Tax assistance included: we handle part of your taxes and provide guidance on the local setup. 🎁 Financial perks: Bonuses for holidays, B-day, work milestones and more - just to show we care. 📈 Learn & grow: We cover courses and certifications — and offer real opportunities to grow your career with us. 🥐 Benefit Сafeteria: Choose what suits you — sports, language courses, therapy sessions, and more. 🎉 Stay connected: From team-building events to industry conferences — we bring people together online, offline, and on stage. 💻 Modern Equipment: We provide new laptops along with essential peripherals like monitors and headphones for a comfortable workflow. 🕘 Your schedule, your rules: Start your day at 9, 10, or even 11 — we care about results, not clock-ins.