CRM Team Lead: Promotions & Gamification

Our client is a fast-growing tech and digital services provider within the iGaming industry, focused on delivering standout player experiences through innovation, data, and creativity.

They're now looking for a CRM Team Lead – Promotions & Gamification to take ownership of one of the most impactful areas of the business: player engagement and retention.

This is a high-visibility role where you'll shape how promotions and gamification mechanics come together into a seamless, automated player journey.

The Role

As CRM Team Lead, you'll act as the bridge between CRM, Product, and Commercial teams, ensuring that every promotion, feature, and campaign contributes to long-term player value.

You won't just execute campaigns—you'll design the ecosystem behind them. From major seasonal events to everyday engagement mechanics, your focus will be on turning standalone features into a connected, data-driven lifecycle strategy that drives retention and loyalty at scale.

Responsibilities

• Own the CRM strategy for promotions and gamification, aligning all activities with retention and lifecycle goals
• Lead CRM delivery for major campaigns and seasonal events (e.g. World Cup, Christmas, key sporting moments)
• Integrate gamification tools (tournaments, missions, progress bars, reward shops) into automated lifecycle journeys
• Define and optimise the end-to-end promotional workflow—from ideation to execution and player communication
• Analyse campaign and feature performance, continuously improving opt-in, engagement, and completion rates
• Partner closely with Product and Tech teams to enhance onsite mechanics and CRM capabilities
• Lead and mentor a team, ensuring high-quality execution and continuous development

Requirements

• Strong experience in iGaming CRM, with a focus on promotions, lifecycle marketing, and gamification
• Proven leadership experience, with the ability to manage teams and influence cross-functional stakeholders
• Hands-on experience with CRM platforms such as Optimove, Braze, Salesforce Marketing Cloud, or similar
• Data-driven mindset, with strong analytical skills and experience optimising KPIs like retention, LTV, and conversion
• Solid understanding of player behaviour and gamification mechanics in driving engagement
• Experience managing multi-channel CRM campaigns (email, push, SMS, onsite)
• Ability to run structured A/B testing and campaign optimisation
• Comfortable working with Product/Tech teams on feature improvements and integrations
• Strong organisational and project management skills in a fast-paced environment

Why This Role?

• High-impact position with ownership over a core revenue-driving area
• Opportunity to shape and scale a modern CRM and gamification ecosystem
• Work cross-functionally with Product, Data, and Commercial teams
• Be part of a growing, innovation-driven iGaming business