Head of Retention (CRM)

About the role

This role involves taking ownership of the entire CRM and player retention strategy for an iGaming operator currently in its launch phase. The Head of Retention will be responsible for auditing existing CRM mechanics, identifying gaps, and then building a comprehensive system for player communication and retention. This includes developing a promo calendar with bonuses, tournaments, and other gaming mechanics tailored to specific geographies and local markets.

A key part of the role is the end-to-end creation and execution of CRM campaigns. This ranges from player segmentation and crafting communication texts to launching campaigns like welcome series, retention efforts, and reactivation programs, followed by thorough analysis of results. The goal is to continuously improve player retention metrics and optimize the effectiveness of personalized bonus offers.

The successful candidate will lead a small team consisting of two CRM managers and a Promo manager, guiding their efforts in campaign execution and strategy. This position offers the opportunity to significantly influence the company's player engagement strategy and contribute to the growth of a new iGaming product by building out its retention capabilities from an early stage.

Skills that matter here

• CRM / Retention: This role requires deep experience in customer relationship management and player retention strategies within the iGaming sector.
• bonus mechanics: Understanding how to design and implement effective bonus structures is crucial for player engagement and retention.
• segmentation: The ability to segment player bases is essential for creating targeted and personalized communication strategies.
• reactivation: Developing strategies to re-engage inactive players is a core component of this retention-focused position.
• promo calendars: Creating and managing promotional calendars that align with business goals and player behavior is a key responsibility.

Who this role suits

• A leader who enjoys building new functions and processes from scratch within a fast-paced environment.
• Someone with a strategic mindset who is also willing to be hands-on in campaign execution and optimization.
• An individual with a strong analytical approach to CRM, capable of identifying growth opportunities and measuring campaign success.
• A professional who thrives on influencing strategy and processes in a rapidly evolving iGaming product.

From the employer

• Conduct an audit of current CRM processes and refine missing elements.
• Build a CRM communication and retention mechanics system.
• Develop a promo calendar: bonuses, tournaments, promotions, and gaming mechanics considering GEO and localization.
• Create CRM chains: from segmentation and texts to launch and analysis of results.
• Conduct regular campaigns (Welcome, Retention), reactivations, and personalized bonus offers.
• Manage the CRM team (2 CRM managers and a Promo manager).
• Analyze results and improve player retention metrics.

• Experience in CRM / Retention in iGaming for at least 3 years.
• Senior / Lead level.
• Understanding of bonus mechanics, segmentation, reactivation, and building promo calendars.
• Experience in creating CRM chains from scratch.
• Ability to independently identify growth points and propose solutions for player return and retention.
• Willingness to combine strategic work with hands-on process setup.

• Opportunity to build a retention system in an international iGaming project.
• Significant influence on processes and strategy direction.
• Work with a rapidly growing product.
• Remote work format.
• Competitive compensation.