Head of CRM - Reactivation (15-month maternity cover)

Betsson Group is seeking a motivated senior leader to join the Global CRM & Engagement department and head the CRM reactivation lifecycle team. This is a fantastic opportunity to become part of an amazing team of CRM enthusiasts.

Reporting directly to the Director of CRM & VIP, in this role you are responsible for the successful design and delivery of the CRM reactivation lifecycle strategy across a variety of Betsson Group’s brands, markets and products. You will be measured on your ability to impact top-line KPIs; your main objective is to win back inactive customers and to nurture this customer group to reduce repeated churn.

This role is a maternity leave cover from the 1^st of January 2026 until the 31^st of March 2027.

 

A taster of what you will be involved with:

Leadership:

• Lead and manage the CRM reactivation team, setting clear performance goals and ensuring team members have the necessary resources and knowledge to achieve them.
• Foster a culture of continuous improvement within the team, promoting collaboration and a results-driven work environment.
• Offer guidance, support, and mentorship to help each team member grow and reach their full potential.

Strategy:

• Design a comprehensive, hyper segmented, below the line (BTL), CRM reactivation lifecycle strategy to win back inactive customers and to nurture this customer group to reduce repeated churn.
• Collaborate with the CRM Outbound Strategy Manager to develop a contact strategy for reactivating players through the Telesales channel.

Budget Management:

• Take full ownership, manage, and optimise the CRM spend budget for the inactive customer segment across various products, brands, and markets.
• Use Betsson’s advanced data models, to ensure that the budget is spent on the right customer segments and is invested wisely to drive a positive net ROI across all activities.

Strategy Implementation:

• Oversee the ideation, creation, implementation, and analysis of CRM offers and communications, across multiple products, brands, and markets, ensuring that all processes are followed, utilising the most effective channels.

Analysis & Optimisation:

• Conduct ongoing reviews of campaign performance to ensure all activities are driving positive net ROI.
• Adjust, or discontinue all unprofitable offers. Lead the team to fail fast during the testing phases to minimise budget waste.

Ownership & Compliance:

• Review and approve all campaigns and automations before they go live to customers, ensuring that each activity is set-up correctly and is targeting the right customer audience, with appropriate offers per segment that comply with local regulations in each jurisdiction. In this role you are responsible and accountable for all activities and budget investment made by the CRM reactivation lifecycle team.

 

What we are looking for:

• Bachelor’s or Master’s degree in business, marketing, technology, or equivalent experience.
• Minimum of 8 years’ CRM experience, ideally in the iGaming industry, with at least 5 years in leadership roles.
• Experience in a multi-brand and multi-jurisdiction environment.
• Strong leadership and people management skills, with a passion for mentoring.
• In-depth understanding of CRM best practices, player segmentation, and regulatory compliance.
• Proficient in interpreting CRM data and deriving actionable insights.
• Familiarity with Salesforce Marketing Cloud or similar systems.
• A genuine interest in Poker and understanding of its product verticals.
• Excellent written and verbal communication skills in English.
• Available to be on-call: In addition to standard working hours, you will also work on a roster along with other ‘Head of CRM’ colleagues to provide afterhours support on any campaign incidents which may require additional system approval or decision on wider customer compensation. 

 

About Us

Much like a rollercoaster, life at Betsson Group is fast-paced, full of twists and turns, and always exciting. With more than 2,800 colleagues representing over 75 nationalities across a global network of offices - including 1,500 at our operational headquarters in Malta - every day brings new challenges and opportunities to grow. It may not be for the faint-hearted, but if you thrive on innovation, enjoy pushing boundaries and want to be part of a diverse, international team, then you’ll fit right in at Betsson.

 

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