Director of CRM Performance & VIP

Betsson Group is looking for a senior leader to join our Global CRM & Engagement team. Reporting directly to the Director of CRM & VIP, this is a high-impact role where you'll shape strategy, coach cross-functional teams, and help drive meaningful results across our global operations.

We’re a team of passionate CRM professionals, and we’re looking for someone who brings not just experience, but a leader who can inspire teams, foster collaboration, and champion a culture of continuous improvement.

At Betsson, we’re all about getting things done that’s a big part of what makes us one of the strongest operators in the industry. Our culture is built on collaboration and partnership, but also on pushing boundaries and always striving to raise the bar in everything we do.

 

What You'll Be Doing:

Leading with Purpose

• Serve as the key point of contact for local Managing Directors, providing regular updates on CRM and VIP performance
• Drive alignment between group-level strategy and local execution, working closely with the Head of VIP and lifecycle leads
• In this role you will directly manage a team of 10, and you need to lead with clarity and conviction, ensuring teams stay focused on customer value and long-term growth

Driving Strategic Improvements

• Together with the analytics team. conduct monthly CRM & VIP performance reviews for each market to assess investment, customer behaviour, and lifecycle outcomes
• Use insights to refine segmentation, offers, customer journeys, and campaign effectiveness
• Present KPIs and optimisation plans to Managing Directors and local teams  

Building Automation Capability

• Champion the use of data and predictive models in CRM execution
• Support Campaign Operations teams in adopting advanced segmentation and automation techniques
• Help shift CRM from manual effort to intelligent, insight-led engagement

Enhancing Data & Segmentation

• Collaborate with Data Product and Analytics teams to sharpen our approach to audience segmentation
• Drive the development of machine learning models, performance dashboards, and campaign reporting tools
• Ensure teams have the tools and data they need to deliver relevant, timely, and impactful communications

 

What We’re Looking For:

Your Background

• Bachelor’s degree or equivalent professional experience
• 10+ years in CRM/VIP, ideally within online gaming or a data-driven digital business
• 5+ years in a senior leadership role managing high-performing, cross-functional teams

Hard Skills Needed:

• Strategic mindset with a strong grasp of CRM performance, segmentation, and customer lifecycle management
• Confident communicator who can influence stakeholders and coach teams
• Highly analytical, with the ability to turn complex data into actionable decisions
• Experienced working with CRM database operations and SQL-based tools
• Collaborative leadership style that builds trust and encourages open dialogue
• Able to mentor others and engage partner in collaborative ways

Soft Skills Needed:

Communication

• Clear and confident when presenting ideas, KPIs, and strategic plans.
• Capable of engaging stakeholders at all levels, including senior leadership.

Collaboration

• Works well across departments and cultures.
• Encourages open dialogue and shared problem-solving.

Emotional Intelligence

• Understands team dynamics and motivates people in a thoughtful, constructive way.
• Able to manage conflict and foster a positive, high-performance environment.

Adaptability

• Thrives in a fast-paced, evolving industry.
• Comfortable navigating change and guiding others through it.

Critical Thinking & Problem Solving

• Uses data and insights to challenge assumptions and make informed decisions.
• Looks for smarter, more efficient ways to deliver impact.

Coaching & Mentorship

• Invested in helping others grow professionally.
• Supports team members through feedback, development, and shared learning.

Bonus Points For

• Hands-on experience with SQL and QlikSense
• Background in personalisation and predictive modelling

 

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