Head of CRM and Retention

We already have a team in place and are looking for a strong, hands-on leader who can bring structure, ownership, accountability, and consistent KPI delivery into CRM operations. This role is for someone who can turn CRM from a set of disconnected campaigns into a clear, measurable lifecycle system with strong segmentation, high execution quality, and visible business impact.

The ideal candidate is systematic, data-driven, operationally strong, and confident both in strategy and execution. You should be able to lead the team, improve processes, build a scalable communication funnel, and work cross-functionally with Product, VIP, Support, Affiliate, Media Buying, BI, and Design teams.

Responsibilities:

• Own and drive the CRM & retention strategy across the full player lifecycle: Visit → Registration → FTD → Repeat Deposits → Retention → VIP → Churn → Reactivation / Winback
• Lead and manage the CRM team, including CRM Leads and specialists, ensuring structured execution, accountability, and strong performance
• Build and optimize a clear lifecycle architecture with defined segments, triggers, campaigns, goals, and KPI ownership
• Own and improve Smartico as the core CRM engine, including lifecycle automation, trigger logic, segmentation, bonus flows, and communication journeys
• Build and maintain a fully mapped CRM funnel across all channels: email, SMS, push, onsite, in-app, and inbox
• Ensure all communication flows, journeys, triggers, and campaign logic are clearly documented and visualized in Figma / flowcharts
• Introduce structured workflow management and reporting in Notion or similar tools, so campaigns, launches, tasks, and results are transparent and easy to track
• Improve segmentation and personalization for different traffic sources, player types, deposit levels, and lifecycle stages, with a strong focus on Canada
• Own key CRM lifecycle mechanics, including welcome, onboarding, post-FTD, repeat deposit, inactivity, churn prevention, reactivation, and deposit recovery flows
• Work closely with the VIP team to improve VIP activation, retention, bonus mechanics, campaign planning, and engagement strategy across different VIP levels
• Support the development of a clear VIP CRM strategy, including segmented offers, exclusive campaigns, tournaments, and reactivation mechanics for high-value players
• Work closely with Support on bonus issuance logic, player communication quality, and operational alignment for regular and VIP players
• Collaborate with Affiliate and Media Buying teams to align CRM strategy with traffic source quality, cohort behavior, and tailored communication by acquisition channel
• Work closely with Product and product leads to improve bonus logic, bonus engine capabilities, CRM mechanics, and feature development related to retention and player engagement
• Partner with BI on funnel visibility, cohort analysis, performance tracking, and KPI reporting
• Ensure high execution quality across all campaigns, including QA, copy accuracy, links, rendering, deliverability, and inbox placement
• Own and improve email channel performance, including domain reputation, warm-up, deliverability, spam prevention, and stream quality
• Monitor and consistently deliver CRM KPIs on a daily, weekly, and monthly basis
• Build a culture of testing, analysis, prioritization, and measurable impact across the CRM function

Requirements:

• 5+ years of CRM/Retention experience in iGaming
• Proven experience in a hands-on leadership role in CRM or Retention
• Strong practical experience with Smartico
• Proven ability to build or rebuild structured lifecycle funnels, segmentation systems, automations, and trigger-based communication
• Strong team management skills and experience leading a CRM team
• Strong operational discipline and ability to build clear processes, reporting routines, and execution standards
• Strong analytical mindset with deep understanding of CRM, retention, and monetization metrics
• Proven track record of not only understanding, but consistently delivering KPI targets
• Strong ownership of key business metrics, including:
  • retention rate
  • D3/D7/D30 retention
  • repeat deposit rate
  • 1st to 10th deposit conversion
  • average deposit amount
  • deposit count per user
  • total deposit volume
  • LTV 30
  • cohort performance by traffic source
  • bonus ROI
• Strong understanding of email deliverability, domain warm-up, inbox placement, spam risks, and campaign quality control
• Experience building structured CRM documentation and visual communication maps in Figma/flowcharts
• Experience working in Notion or similar tools for transparent task and campaign management is a strong advantage
• Strong understanding of player behavior, engagement mechanics, VIP segmentation, bonus strategy, gamification, and lifecycle communication
• Mandatory experience working with Tier-1 markets, especially Canada
• Strong cross-functional collaboration skills across Product, VIP, Support, Affiliate, Media Buying, BI, and Design
• English — B2+

What we offer:

• Work on a fast-growing iGaming product
• Focus on Tier-1 markets
• High ownership and strategic impact
• Remote work with an international team
• Competitive salary and performance bonuses