Head of CRM

We are looking for a Head of Retention to take full ownership of CRM and player retention for a B2C online casino brand.

This is a hands-on role for someone who wants to build the retention function from the ground up. At the initial stage, there will be no large CRM team underneath you — you will personally set up the processes, segmentation, campaigns, and retention strategy. As the product scales, the function and team are expected to grow around this role.

The product is currently being prepared for launch in new European markets, with an initial focus on the DACH region.

What you will do:

• Build and own the CRM & Retention function from the ground up.
• Develop the player lifecycle strategy across acquisition, activation, retention, reactivation and churn prevention.
• Create and manage segmented CRM campaigns across Email, Push, SMS and In-app channels.
• Build player segmentation based on lifecycle stage, behaviour and value.
• Analyze cohort retention, redeposit frequency, average deposit behaviour and LTV to identify growth opportunities.
• Own the bonus and promotional calendar, balancing retention performance with bonus cost and margin.
• Develop reactivation mechanics for inactive and churned players.
• Work with VIP/high-value player segments together with the relevant teams.
• Set up and manage CRM processes in Customer.io.
• Define communication logic, offers and content for CRM campaigns and use AI tools where appropriate to support content creation.
• Monitor retention KPIs, identify performance gaps and continuously test new mechanics and communication approaches.
• Manage the transition of retention activities from the existing outsourced setup to an in-house function.
• Work directly with the CEO and collaborate with Product, Support/VIP, Affiliates and other teams.

What we're looking for:

• 2+ years of hands-on CRM / Retention experience in online casino / iGaming.
• Strong practical experience building and launching CRM campaigns yourself.
• Understanding of player lifecycle, segmentation, retention and reactivation mechanics.
• Experience working with retention cohorts, redeposit behaviour, LTV and bonus economics.
• Experience with CRM / messaging platforms; Customer.io experience is highly relevant.
• Strong Excel / Google Sheets and analytical skills.
• Ability to combine analytics with creative campaign and offer development.
• Comfortable working independently and building processes without an established CRM team.
• Russian or Ukrainian + English sufficient for day-to-day work.

Nice to have:

• Experience with domain warming and email deliverability.
• SQL knowledge.
• Sportsbook retention experience in addition to casino.
• Experience with Figma and AI tools such as Claude or ChatGPT.