Head of CRM - Fixed Term Contract
To be successful in this role you will have to be a brilliant people motivator capable of driving the “BAU” whilst simultaneously designing and implementing a root and branch change program. You will have to have the strength to transform - making the marketing experience of the future different to that of today. You’ll do this through organization re-design, through process transformation, and through setting an ambitious development agenda with your technology partners. You will be accountable for the direct marketing activities, delivering targeted communications to our customers. Our aim is to create personalized customer engagement plans, ensuring that each customer's marketing experience is tailored to their preferences. Drive the evolution of CRM into an automated, data-led growth engine, leveraging advanced decisioning platforms, real-time capabilities, and AI-driven optimisation to deliver personalised customer experiences at scale.
- Define and deliver the 3-year CRM strategy and future operating model
- Align stakeholders on customer-led strategy, technology, and capability needs
- Drive growth across engagement, conversion, retention, and reactivation
- Lead CRM evolution to automated, decisioning-led lifecycle orchestration
- Embed real-time and trigger-based CRM aligned with product and data
## CRM Business Operations
- Define personalisation KPIs and success frameworks
- Design and implement a scalable, future-fit CRM operating model
- Lead change programmes and drive adoption across teams
- Align with Product and Tech on delivery roadmaps and priorities
- Transition to automation-first ways of working
- Drive innovation in creative and customer engagement
- Embed ways of working across CRM, Martech, Data, and Commercial Change Management
## Marketing Execution
- Maintain high quality standards and operational excellence
- Communicate CRM performance and impact to senior stakeholders
- Drive scalable execution through QA, automation, and optimisation
## Innovation & Development
- Define and prioritise CRM capability roadmap across brands
- Foster a test-and-learn, performance-driven culture
- Partner with Data and Martech to enhance targeting and measurement
- Leverage AI and decisioning platforms to drive performance
- Optimise lifecycle journeys (early lifecycle, retention, reactivation)
- Share and adopt best practices across the group
## People Management
- Build and lead a high-performing, resilient CRM team
- Drive engagement, development, and capability growth
- Mentor team members and close skill gaps
- Build capability in data, automation, and AI adoption
- Extensive experience of business to consumer comms planning, working in either CRM or Performance marketing function. (required)
- Min of 5 years' experience in cross-channel Marketing functions within digitally focused businesses. (required)
- Fluent in the analysis and presentation of data; complex data sets reduced to clear messages resulting in action from the various marketing teams. (required)
- Experience of leading performance marketing functions, with large scale teams. (required)
- Demonstrated ability to articulate the need for, and desire to drive change. (required)
- Strong stakeholder management skills: ability to build relationships to influence and guide amongst different levels of stakeholder seniority. (required)
- Ability to communicate appropriately to different levels of stakeholders, using the appropriate level of detail. (required)
- Experience working with CRM decisioning platforms (e.g. Optimove or similar), including automated campaign orchestration. (required)
- Strong understanding of lifecycle marketing, segmentation models, and customer value frameworks. (required)
- Generous group bonus scheme
- Hybrid working – 4 days in the office
- Private medical insurance
- Pension scheme – matched to 6%
- Ability to buy and sell holiday
- Free subscription to wellbeing app Unmind
- Additional “It’s Your Game” day off to use at either Christmas or New Year
- Entain & Enhance days – 2 paid days off to focus on your professional or personal development
- Share save scheme
- Discounted gym membership
- Team spirit – whether it’s seasonal parties, sports teams, gaming communities or external trips, we have something for everyone in Gibraltar!
- Opportunity to turn recognition from leaders and colleagues into amazing prizes
- Join a winning team of talented people
- Be a part of an inclusive and supporting community where everyone is celebrated for being themselves.
Entain is one of the world's largest sports betting and gaming entertainment groups and a FTSE 100 company. Formed when GVC Holdings rebranded as Entain in December 2020, its brands trace their history back to the 1880s and include bwin, Coral, Foxy, Gala, Ladbrokes and partypoker. Through its joint venture with MGM Resorts International, it powers BetMGM in the United States with its proprietary technology. Headquartered in London, Entain employs over 30,000 people with offices across 19 countries.
