Senior CRM Lifecycle Manager

ABOUT THE ROLE

As a Senior CRM Lifecycle Manager, you will play a key role in shaping and executing CRM strategies across all stages of the player journey—from onboarding and engagement to retention and reactivation. Working closely with the Head of Automation, you will design data-driven, automated marketing journeys that enhance player experiences, drive loyalty, and maximize lifetime value. This role requires a strong analytical mindset, attention to detail, and the ability to collaborate across CRM, Creative, Data, and Commercial teams to deliver measurable results in a fast-paced, regulated iGaming environment.

YOU WILL BE RESPONSIBLE FOR:

• Collaborate with the Head of CRM Automation to develop and optimize CRM strategies across all stages of the player lifecycle, including onboarding, early engagement, retention, and reactivation.
• Design, implement, and continuously improve automated marketing journeys that deliver tailored experiences and align with brand and market retention goals.
• Create and execute onboarding and welcome campaigns that drive player activation and increase initial conversion rates.
• Support player engagement and maximize lifetime value through loyalty initiatives, promotional activities, high-value player (HVP) experiences, and targeted reactivation efforts.
• Use behavioral insights and segmentation to build precise, data-driven campaigns across email, push notifications, and in-app messaging.

Optimization & Performance

• Conduct A/B and multivariate testing on campaign elements such as creative assets, messaging, frequency, timing, bonus distribution, and value by segment or tier.
• Analyze and improve key performance indicators, including retention, bonus cost-to-GGR ratios, churn, deliverability, and engagement metrics such as open and click-through rates.
• Work closely with the Automation team to prioritize and deliver new lifecycle campaigns as directed by the Head of Automation.
• Maintain up-to-date documentation for all lifecycle workflows and CRM configurations.

Collaboration & Compliance

• Act as a bridge between CRM, Data, Creative, Commercial, and Support teams to ensure alignment and effective communication of lifecycle strategies.
• Share performance insights, test results, and key learnings across teams and leadership to drive continuous improvement.
• Ensure all player communications adhere to relevant regulations and compliance standards within the iGaming and broader gaming industry.

OUR SUCCESSFUL CANDIDATE WILL HAVE THE FOLLOWING:

• Expertise in CRM & marketing automation platforms (e.g., Braze, Salesforce, Optimove).
• Strong data analysis, segmentation, and personalization skills.
• Experience running A/B and multivariate testing to optimize campaigns.
• Knowledge of lifecycle marketing strategies (onboarding, engagement, retention, reactivation).
• Ability to collaborate cross-functionally with Creative, Data, Commercial, and Compliance teams.
• Understanding of iGaming regulations, GDPR, and compliance standards.
• Analytical mindset, attention to detail, and adaptability in a fast-paced environment.

WHO WE ARE
 

At the core of LeoVegas Group is Team Leo. Our culture is our foundation and is what enables us to innovate, build, and lead as we trailblaze our way through the igaming industry. We're a team of over 2000 innovators, initiators, and groundbreakers working in a fast-paced and agile environment across 19 offices worldwide.
 

BENEFITS

• Hybrid work policy
• 4 weeks of Workation (T&C apply)
• Well-being allowance to support your active lifestyle
• Private health insurance
• Discounts across a range of retailers, gyms, bars & restaurants
• We offer an employee assistance program that can provide help and guidance during challenging moments.
• For non-Malta residents, we offer a relocation package with 3 weeks of accommodation and flights.

JOIN US

In our pride, we empower our teammates to find their roar and run with their wildest ideas. We don't wait for things to happen; we pounce and make it happen

Would you be a good fit for the Leo Pride - give us a roar

**As our company working language is English, we'd like to see your CV in English, please**