Head of CRM - Live Casino Retention

Excellent opportunity to join Betsson Group as our new full time Head of CRM - Live Casino Retention.

Betsson Group is seeking a motivated senior leader to join the Global CRM & Engagement department and head the CRM Live Casino Retention 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 Live Casino retention strategy across a variety of Betsson Group’s brands and markets. You will be measured on your ability to impact top-line KPIs; your main objectives are to increase retention, prevent churn, drive upsell and ultimately improve the overall player experience and lifetime value.

You will definitely be busy! Here is a taste of what you will be involved with:

Leadership:

• Lead and manage the CRM Live Casino Retention 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:

• Develop a CRM strategy for above the line (ATL), open to all, onsite Live Casino promotions, across various Betsson Group brands and markets, to drive an exciting player experience - with big headline offers, over and beyond the game play.
• Design a comprehensive, hyper segmented, below the line (BTL), CRM Live Casino retention strategy to increase retention, prevent churn, drive upsell and ultimately improve the overall player experience and lifetime value through personalised interactions with customers.

Budget Management: 

• Take full ownership, manage, and optimise the CRM spend budget for the active Live Casino segment across various 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 Casino CRM offers and communications across multiple 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 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 Live Casino Retention team.

On-call: 

In addition to standard working hours, you will also work on a roster along with other ‘Head of CRM’ colleagues to provide after-hours support on any campaign incidents which may require additional system approval or decisions on wider customer compensation.

• Exceptional leadership and people management skills, with a passion for mentoring and guiding team members to achieve high-quality results in a fast-paced environment.
• Deep understanding of CRM best practices, trends, and technologies.
• Excellent understanding of player segmentation, player bonuses and incentives.
• Strong knowledge of compliance and regulatory requirements for CRM activities across all of Betsson’s jurisdictions.
• Proven ability to interpret CRM data and derive actionable insights.
• Experience working in Salesforce Marketing Cloud or similar CRM systems.
• Genuine interest in the online Live Casino sector with an in-depth understanding of the Live Casino products offered by Evolution, Pragmatic Play, and Playtech.
• Excellent written and verbal communication skills in English.
• Minimum of 8 years’ CRM experience, ideally from a similar role in the iGaming industry.
• Minimum of 5 years of leadership experience.
• Experience working in a multi-brand and multi-jurisdiction environment.

• Bachelor's or Master's degree in business, marketing, technology, or equivalent work experience.
• Proficiency in Spanish, Portuguese, Greek, Latvian, Polish, or one of the Scandinavian languages is a significant plus.

Much like riding a rollercoaster, sometimes life at Betsson can be lightning fast with twists and turns but always FUN! We recognise it may not be for the faint-hearted, but if you’re a go-getter, initiator and adrenaline junkie, always striving to push the boundaries and challenge yourself, then you’ll fit right in.

We offer numerous challenges where your skills will be put to good use! We encourage innovation, independence and celebrate success where you will be part of multi-cultural and diverse company, with people from all over the world.

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