Lead CRM Retention Manager

We are looking for an experienced Retention Lead to take end-to-end ownership of our B2C retention strategy and build a scalable retention framework focused on increasing LTV, engagement, repeat activity, and player profitability while reducing churn.

This is a senior, hands-on role combining strategy, analytics, CRM, lifecycle management, gamification, and commercial ownership. You will be responsible not only for launching retention initiatives, but also for defining the overall retention framework, processes, KPIs, and measurement approach across the entire player lifecycle.

Key Responsibilities:

• Own and develop the end-to-end B2C retention strategy, from onboarding and activation through engagement, loyalty, churn prevention, reactivation, and win-back.
• Build and continuously improve the retention framework, processes, KPIs, reporting, and performance measurement approach.
• Analyze player behavior, cohorts, and lifecycle performance to identify churn risks, engagement opportunities, and high-value segments.
• Develop advanced player segmentation based on lifecycle stage, activity, value, profitability, behavioral patterns, and engagement.
• Build and optimize CRM and lifecycle communication flows across different player segments and lifecycle stages.
• Design and launch targeted retention initiatives, including promotions, bonuses, cashback/rebate mechanics, loyalty programs, VIP initiatives, and personalized offers.
• Develop and optimize gamification mechanics, including missions, challenges, tournaments, lotteries, jackpots, progression systems, and reward mechanics.
• Own retention experimentation: formulate hypotheses, run A/B tests, analyze results, and continuously optimize retention funnels and mechanics.
• Develop churn prevention, reactivation, and win-back strategies for inactive and at-risk players.
• Evaluate the unit economics and profitability of retention activities, including player profitability, LTV, promo and bonus costs, incremental revenue, and ROI.
• Ensure retention initiatives drive sustainable revenue growth rather than engagement at the expense of product profitability.
• Define and monitor key retention KPIs and translate performance data into actionable business decisions.
• Collaborate closely with Product, Marketing, CRM, Analytics/BI, VIP, and Operations teams to ensure a consistent player lifecycle strategy.
• Conduct competitor and market analysis to identify new retention, loyalty, promotional, and gamification opportunities.

Skills & Competencies:

• Proven experience in Retention, CRM, Lifecycle Marketing, or Customer Engagement, preferably in iGaming, betting, fintech, trading, or another high-frequency B2C product.
• Strong understanding of customer lifecycle management, retention funnels, segmentation, churn prevention, and reactivation.
• Hands-on experience creating and optimizing CRM campaigns and automated communication flows.
• Experience designing and managing loyalty programs, promotional campaigns, bonuses, cashback/rebate mechanics, VIP initiatives, and gamification activities.
• Strong analytical skills and ability to evaluate campaign economics and business impact.
• Experience with A/B testing, hypothesis generation, and data-driven optimization.
• Strong understanding of key metrics such as Retention Rate, Churn Rate, LTV, ARPU/ARPPU, MAU/DAU, conversion, engagement rate, GGR/NGR, or equivalent product metrics.
• Ability to analyze user cohorts, behavioral patterns, and customer segments.
• Experience working with analytics and visualization tools such as Tableau, Power BI, Looker Studio, or similar.
• Strong cross-functional communication skills and experience working closely with Marketing, Product, CRM, and Analytics teams.

Nice to Have:

• Experience with or strong understanding of the US Sweepstakes / Social Casino model, including dual-currency mechanics, purchase and redemption flows, player lifecycle specifics, and product economics.
• Experience working with CRM/CDP and marketing automation platforms.
• Understanding of the regulatory and operational specifics affecting retention mechanics in the US Sweepstakes market.
• Experience developing VIP or loyalty programs from scratch.
• Understanding of gamification principles and behavioral mechanics.
• Experience conducting CustDev interviews and analyzing customer feedback.
• Experience with market and competitor analysis.

What We Offer:

• Full remote work;
• Flexible working hours (start between 10:00 and 12:00 CET);
• 8-hour workday + break;
• 24 working days of paid vacation after probation;