MerTech / CRM Lead Offline

About the Company & Product

We are building a fully licensed online betting and gaming product operating across Asian markets.

Our product is among the top 3 most recognized brands in the markets where we operate. Our customer base includes millions of users, with hundreds of thousands of monthly active customers.

Retaining, monetizing, and reactivating such a large user base requires a highly technological and data-driven approach. That’s why CRM is not just a communication function for us — it is a key business function responsible for managing the customer lifecycle and driving core product metrics.

Who We’re Looking For

We are looking for a strong CRM Lead to join our CVM Department and take full ownership of an established and fully functional CRM team.

Our CRM team is not simply about sending campaigns. The function is structured around different stages of the Customer Lifecycle, including Onboarding, Churn, Loyal, and other lifecycle areas.

We have a transparent grading system from Junior to Senior, close collaboration with the Analytics team, including an ML function, data enrichment through a CDP, and sophisticated cascading A/B testing.

We need a leader with strong strategic thinking who can manage this expertise, facilitate collaboration across the team, and systematically drive the product’s global metrics.

What You’ll Do

Team Management

• Set team goals and priorities, monitor execution, and allocate resources effectively.
• Develop team members through mentoring, coaching, and regular feedback.
• Increase the professional maturity and autonomy of the CRM team.
• Build effective collaboration between different CRM streams.

CRM Strategy & Customer Journey

• Develop and optimize the global CRM communication strategy.
• Align Onboarding, Churn, Loyal, and other lifecycle streams into one seamless Customer Journey Map.
• Build a long-term strategy for CRM development, automation, and personalization.
• Identify opportunities to improve the overall customer lifecycle experience.

Performance & Metrics

• Own and monitor key metrics across the customer funnel — from STD, Onboarding Completion, and Deliverability to LTV, Loyal Segment GGR, and Reactivation Conversion.
• Analyze CRM performance and identify growth opportunities.
• Design and run A/B testing strategies, including sophisticated cascading experiments.
• Make strategic decisions based on data and experiment results.

CRM Infrastructure & Technical Development

• Oversee the integration of new communication channels and providers.
• Monitor channel deliverability and operational stability.
• Drive CRM automation and data enrichment through the CDP.
• Identify technical opportunities to scale CRM operations and improve communication efficiency.

Cross-Functional Collaboration

• Work closely with Product, Analytics, ML, and Development teams.
• Initiate and prioritize improvements to CRM admin tools and internal systems.
• Collaborate with Analytics on predictive model development.
• Drive automation of BI reporting and improve data-driven decision-making processes.
• Translate CRM business needs into clear requirements for technical teams.

Budgeting & Unit Economics

• Plan and control the CRM communication budget.
• Monitor the cost of target actions, including Cost for Went Online and Cost for Reactivation.
• Calculate and evaluate the ROI of CRM communications.
• Identify opportunities to improve cost efficiency without compromising channel quality or business results.

What We Expect From You

Experience

• 3–5+ years of experience in CRM marketing.
• Experience working with large customer databases — several million users or more.
• Proven experience developing and implementing CRM strategy at a product-wide level.
• Experience working with complex customer lifecycle scenarios.

People Management

• Proven experience managing a CRM team.
• Strong delegation, resource planning, prioritization, and deadline management skills.
• Experience developing specialists and providing constructive, actionable feedback.
• Ability to build a mature, autonomous, and high-performing team.

Analytics & Metrics

• Strong knowledge of cohort analysis.
• Solid understanding of Unit Economics.
• Hands-on experience with Churn Rate, ARPU, LTV, Conversion Rate, and other product metrics.
• Strong data-driven mindset and ability to make decisions based on data rather than intuition.

Technical Expertise

• Deep understanding of communication channels such as SMS, Push, In-App, Email, Call Center, and others.
• Understanding of deliverability and the key factors affecting channel performance.
• Experience working with CDP platforms.
• Understanding of complex trigger-based communication flows and cascading CRM journeys.
• Comfortable working at the intersection of CRM, Product, Analytics, and Development.

Strategic Thinking

• Ability to see the bigger picture — from an individual CRM communication to its impact on global product metrics.
• Ability to identify systemic issues, bottlenecks, and growth opportunities.
• Experience developing long-term strategies for CRM testing, automation, personalization, and scaling.
• Strong helicopter view and ability to balance short-term performance with long-term strategy.

Leadership & Maturity

• Strong ownership of strategic decisions and their outcomes.
• Excellent communication and stakeholder management skills.
• Ability to build a trusting team environment while maintaining a high performance bar.
• Proactive mindset and genuine interest in innovation and new approaches.

What We Offer

Established Infrastructure

You won’t need to build the CRM function from scratch. You’ll take ownership of an already established and well-functioning system and have the opportunity to take it to the next level.

Strong Professional Team

You’ll manage an established team of Junior, Middle, and Senior CRM specialists.

The team is autonomous: specialists can prepare requirements for Analytics and Development, build complex CRM flows, run experiments, and fully own their respective areas.

Resources for Growth

• Access to the necessary technologies and tools.
• Dedicated budgets for testing new hypotheses and communication channels.
• A strong Analytics team, including an ML function.
• CDP and data-driven infrastructure.
• Product and Development teams ready to implement complex technical and infrastructure initiatives driven by CRM.

This Role Is For You If...

You have already moved beyond operational CRM and want to influence strategy, people, and global business metrics.

You don’t just launch campaigns — you understand the entire Customer Lifecycle, know how to work with data and experimentation, understand the economics of CRM communications, and can turn CRM into a systematic driver of retention, reactivation, and revenue growth.