Senior CRM Manager

About the Role

We are looking for a data and detailed oriented Senior CRM/Retention Manager with strong ownership and independent mindset to join our growing iGaming team.

In this role, you will be responsible for ownership of end to end CRM/Retention strategy for one of our brands. Including creating/reviewing/adjusting Retention/CRM strategy, bonus policy, promo planning, managing of end to end prod launch of automated, ah-hoc and A/B test campaigns aimed at increasing engagement, retention, reactivation metrics. Works with numerous CRM/Retention tools: classic bonus system and gamification tool and taking part in developing these functionalities.

Conduct data analysing of customer base and campaigns to meet business KPIs (LTV, Bonus rate, Retention Rate, ROMi etc)

You’ll work closely with the internal CRM operational team, product, marketing, analytical, VIP  teams.

Position considering to work with Softswiss ecosystem + Customer.io tool

Key Responsibilities

• Own and drive the end-to-end CRM & Retention strategy for the brand, aligned with business KPIs (LTV, NGR, Retention Rate, Bonus Cost, ROMI)
• Define and continuously optimize player lifecycle strategies (onboarding, activation, retention, reactivation
• Develop and maintain segmentation frameworks.
• Plan and execute CRM calendar (weekly / monthly / event-based: sport, seasonal, local markets)
• Manage setup process of planned and other campaigns along with Operational CRM unit (setup part should be covered by Operational team mainly close to 70%).
• Launch and manage multi-channel campaigns (email, push, in-app, SMS) along with the monitor of delivery and effectiveness.
• Own communication effectiveness of automated journeys, ad-hoc campaigns, triggered campaigns.
• Design and optimize bonus policy and promotional mechanics along with controlling bonus cost efficiency and improving bonus ROI and player value.
• Build and scale automated lifecycle journeys with continuous improvement of personalization and real-time triggers
• Analyze player behavior, cohorts, and campaign performance to identify growth opportunities
• Monitor and optimize core metrics for brand: LTV/ARPU, Retention/Reactivation Rates, Bonus Rate.
• Define and execute structured A/B testing relevant for brand and business needs.
• In collaboration with the Product team define and improve CRM-related features/bonus/ engagement capabilities.
• Close cooperation with Product, Analytical, Marketing, VIP, Operational teams for executing targets and plans.
• Key Requirements
• 3+ years of experience in CRM / Retention / Lifecycle Marketing in iGaming, sport betting.
• Proven track record of owning CRM strategy and delivering measurable impact on LTV, Retention, and NGR
• Strong understanding of player lifecycle, behavioral segmentation, and retention mechanics
• Advanced analytical mindset with ability to translate data into actionable CRM decisions
• Experience working with key metrics: LTV/ARPU, Retention/Reactivation Rates, Bonus Rate and communication metrics - Delivery, Open, Click, Conversion rates
• Experience with cohort analysis, funnel analysis, and performance reporting
• Deep understanding of bonus systems and promotional mechanics (preferably in Softswiss ecosystem)
• Ability to balance conversion vs bonus cost efficiency
• Experience working with iGaming platforms such as SOFTSWISS and with CRM platforms such as Customer.io
• Understanding of event-based architecture, triggers, and automation logic
• Experience managing multi-channel communication (email, push, in-app, SMS)
• Data-driven approach to continuous optimization of campaigns and journeys
• Proven experience in A/B testing and experimentation frameworks
• Experience building and scaling automated lifecycle journeys
• Strong sense of ownership and accountability for results
• Ability to work independently in a fast-paced, performance-driven environment
• Structured, detail-oriented, and result-focused approach
• Proactive mindset with ability to identify growth opportunities and act on them