Head of CRM, Retention & VIP
We are looking for an experienced Head of CRM, Retention & VIP in the iGaming / betting / casino industry to take full ownership of player lifecycle management, retention strategy, and VIP development.
The key objective of the role is to drive Retention, LTV, NGR and player value through CRM, lifecycle management, personalization, loyalty, and VIP strategies.
What you will do:
•Develop and own the overall CRM, Retention & VIP strategy across international markets.
•Drive key business metrics: Retention, LTV, NGR, ARPU, repeat deposits, churn and reactivation.
•Build and optimize the full player lifecycle: onboarding, activation, retention, loyalty, reactivation and VIP.
•Develop segmentation and personalization strategies based on player behavior and value.
•Own CRM communication across Email, Push, SMS, Messengers and In-App channels.
•Develop and optimize bonus, promotional and loyalty mechanics based on player segments and profitability.
•Build and develop the VIP direction, including VIP segmentation, player engagement, retention, loyalty and personalized offers.
•Define KPIs and performance standards for CRM / Retention and VIP teams.
•Lead, develop and scale the teams, including managers and team leads.
•Build a structured approach to A/B testing and CRM/Retention analytics.
•Evaluate campaign and player performance using NGR, LTV, ARPU, Retention, Churn, ROI and other key metrics.
•Work closely with Product, Analytics, Marketing, Bonus, Support and Payments teams.
•Lead CRM implementation and process automation initiatives.
What we expect from you:
•3+ years of experience in CRM / Retention / Lifecycle Marketing within iGaming, including leadership experience.
•Strong hands-on experience with Casino and/or Sportsbook products.
•Proven experience building and scaling CRM / Retention strategies and teams.
•Experience with VIP / high-value player management or close collaboration with VIP teams.
•Strong understanding of player lifecycle, segmentation, personalization, loyalty and reactivation.
•Strong understanding of NGR, LTV, ARPU, Retention, Churn, Bonus Cost, ROI and player profitability.
•Experience with CRM platforms, ESPs, analytics and BI tools.
•Strong analytical and data-driven approach to decision-making.
•Experience managing teams and cross-functional projects.
What we offer:
•Full ownership of CRM, Retention and VIP directions.
•Direct impact on key business metrics and player value.
•Opportunity to develop and scale CRM and VIP teams.
•Lead CRM implementation, automation and retention analytics projects.
•Work across international markets including CIS, Africa, Asia and EU.
•Remote, full-time position in an international iGaming team.
