CRM Team Lead

Overview & Purpose:

We are seeking a collaborative and strategic CRM Manager to work closely with  our very experienced Head of CRM in leading the CRM function at Dream Team Gaming, a leading online casino operator.

The role will support the Head of CRM and co-drive shaping and delivering strategies that enhance player engagement, retention, reactivation, and loyalty, while ensuring the  CRM  teams execute seamlessly and effectively against clearly defined targets.

This role requires an ambitious leader who can translate strategic direction into action, manage the day-to-day operations of the CRM department, and drive initiatives that improve customer lifetime value and overall business performance.

The CRM Manager plays a pivotal role in driving customer loyalty, engagement, and lifetime value across our iGaming brands. This position is responsible for leading and implementing the strategic development and execution of retention initiatives that reduce churn and enhance player satisfaction in a highly competitive and regulated environment.

With deep expertise in player behaviour, campaign management, and regulatory compliance—particularly under the Malta Gaming Authority (MGA) framework—the CRM Manager ensures that every interaction with our players is meaningful, personalized, and aligned with our brand values. The role demands a data-driven mindset, strong leadership capabilities, and a passion for delivering measurable results through innovative retention strategies.

This is a key leadership role that directly influences revenue growth, brand loyalty, and long-term business sustainability.

Key Responsibilities:

Working with the Head of CRM

• Partner with the Head of CRM to define and implement the overall CRM vision, strategy, and roadmap.
• Support in setting departmental priorities and ensuring alignment with broader business objectives.
• Provide insights, recommendations, and reporting to inform strategic decision-making at leadership level.

Leadership & Team Development

• Manage and develop the CRM teams, ensuring goals are clear and aligned to departmental strategy.
• Foster a collaborative, high-performing culture focused on innovation, accountability, and customer-centricity.
• Oversee resource planning, training, and performance management across the CRM function.

Strategy Execution

• Translate CRM strategies into actionable plans and oversee their delivery across the customer lifecycle (onboarding, retention, reactivation, loyalty).
• Manage the promotional and campaign calendar, ensuring alignment with business priorities and visibility across teams.
• Champion data-driven decision-making, leveraging segmentation and player insights to maximize personalization and campaign effectiveness.

Operational Oversight

• Ensure the process and Sops are followed and where needed they are optimised.
• Ensure flawless execution of CRM campaigns, promotions, and communications by overseeing workflows managed by the CRM and Operations teams.
• Maintain high standards of quality, compliance, and accuracy across all CRM activity.
• Identify and implement process improvements that enhance efficiency, scalability, and impact.

Stakeholder Collaboration

• Act as a key point of contact for cross-functional collaboration, ensuring CRM initiatives are aligned with Acquisition, Product, Games, Design, Player Development, BI, and Customer Support.
• Partner with external suppliers and platform providers to ensure CRM capabilities are fully leveraged and continuously improved.
• Provide regular performance updates and campaign insights to the Head of CRM and senior stakeholders.

Data, Insights & Reporting

• Oversee reporting on CRM performance metrics including retention, churn, customer lifetime value, and campaign effectiveness.
• Ensure CRM systems (e.g., Xtremepush, Optimove) are used to their full potential for segmentation, automation, and personalization.
• Translate performance data into actionable insights to refine strategies and deliver measurable improvements.

Success Measures and KPI's for this role

• Retention rate improvement
• Churn reduction
• Increase in FTD's
• Increase in player lifetime value
• Number of personalized retention campaigns
• Team performance and development

This job description is not intended to be an exhaustive list of responsibilities. The job holder may be required to complete any other reasonable duties to achieve business objectives.

Essential Criteria

• Bachelor's degree in Marketing, Business Administration, or a related field would be advantageous.
• Proven experience in CRM or Marketing leadership roles, within the regulated online gaming industry.
• Strong track record of managing CRM strategies that deliver measurable improvements in retention and customer value.
• Strong track record in customer engagement, retention, and lifecycle management.
• Demonstrated experience managing and developing teams.
• Hands-on experience with CRM tools and platforms (Xtremepush, Optimove, or similar).
• Strong analytical skills with the ability to interpret data, generate insights, and make data-driven decisions.
• Strategic thinker able to support the Head of CRM in shaping departmental direction.
• Excellent leadership and people management skills.
• Strong stakeholder management with the ability to influence and align diverse teams.
• Commercially minded with an understanding of how CRM drives business performance.
• Organized and detail-oriented, with strong project management skills.
• Knowledge of MGA (or similar) regulations, compliance requirements, and data protection laws in the iGaming industry.
• Experience in loyalty programs and gamification.
• Familiarity with casino player psychology and behavioural triggers.
• Prior experience managing multi-regional and multi-brand CRM campaigns.
• Familiarity with casino player segmentation, automation and
• Experience in working and interpreting data and BI Tools

Person Specification

• Self-motivated leader with high energy and a customer-first mindset.
• Results-driven and target-oriented with a passion for delivering excellence.
• Proactive problem solver with the ability to make sound decisions under pressure.
• Professional, discreet, and able to handle sensitive information with integrity.
• Adaptable and innovative, with a willingness to embrace new ideas and ways of working.

Key Skills

• Strategic Thinking: Ability to design and implement effective retention strategies aligned with business goals.
• Leadership & Team Management: Proven ability to lead, coach, and develop high-performing teams.
• Campaign Management: Expertise in planning, executing, and optimizing multi-channel retention campaigns.
• Data Analysis & Reporting: Strong analytical skills with proficiency in interpreting data and generating actionable insights.
• CRM & Automation Tools: Hands-on experience with CRM platforms, segmentation tools, and campaign automation.
• Regulatory Knowledge: Familiarity with MGA compliance and responsible gaming standards.
• Communication & Collaboration: Excellent interpersonal skills for cross-functional collaboration and stakeholder engagement.
• Customer-Centric Mindset: Deep understanding of player behaviour and lifecycle management.

 Reporting

• Reporting into: Head of CRM