Head of CRM
PLAYERSBEST is looking for an experienced Head of CRM to lead its CRM strategy, team and operations across multiple brands and markets. The role involves owning the process of building, engaging and growing permissioned audiences, covering everything from lead capture and onboarding through to ongoing engagement, conversion and reactivation.
This position combines strategic leadership with a practical understanding of campaign execution, technology and data. Unlike a traditional operator environment, CRM activity at PLAYERSBEST spans multiple websites, audiences and commercial partners rather than a single product or player lifecycle.
- Define and lead the CRM strategy across multiple brands, markets and verticals.
- Lead, coach and develop the CRM team, setting clear priorities, objectives and standards.
- Build lifecycle journeys that support lead capture, onboarding, engagement, conversion and reactivation.
- Oversee CRM activity across email, push, SMS and onsite channels where relevant.
- Develop segmentation and personalisation based on behaviour, intent, preferences and traffic source.
- Lead campaign planning, automation and structured testing across audiences, messaging, creative and timing.
- Set clear CRM KPIs and connect audience growth, engagement and conversion to commercial outcomes.
- Use performance data to identify opportunities, make decisions and communicate recommendations to leadership.
- Own the CRM platform roadmap and define the data, events and integrations needed for effective automation and measurement.
- Maintain high standards for deliverability, consent, data quality, campaign QA and responsible marketing.
- Work closely with Affiliate Operations, Sales, Content, Product, Development and Data on shared priorities.
- Use AI and automation where they can improve quality, efficiency or scalability, with appropriate review and controls.
- Stay close to developments in iGaming, affiliate marketing and CRM technology, and turn them into practical opportunities.
- At least 5 years of experience in CRM, lifecycle marketing or retention (required).
- Direct iGaming experience (required).
- Experience with sweepstakes or social casino products, particularly in the US market (nice-to-have).
- Proven experience leading and developing a CRM team or function (required).
- A strong understanding of iGaming customer journeys, audience behaviour and commercial performance (required).
- A track record of building and scaling CRM strategies, not only executing individual campaigns (required).
- Strong knowledge of segmentation, personalisation, automation and experimentation (required).
- Hands-on experience with a major CRM or marketing automation platform (required).
- Strong analytical and commercial judgement, with the ability to turn data into clear priorities and actions (required).
- A solid understanding of deliverability, consent, data protection and responsible marketing (required).
- Experience working across multiple brands or markets and managing competing priorities (required).
- Clear communication skills, strong stakeholder management and the ability to work autonomously in a remote environment (required).
- Direct experience with Customer.io (nice-to-have).
- Flexibility: Work remotely or from the Malta office.
- Ownership: Shape the CRM function, strategy and team with meaningful influence on the business.
- Variety: Work across multiple brands, markets and customer journeys rather than a single product.
- Collaboration: Join experienced colleagues across iGaming, affiliate marketing, product, data and technology.
- Competitive compensation: A competitive package with opportunities for performance-based incentives.
Growth Leads is an iGaming affiliate marketing company based in Ta' Xbiex, Malta. It builds and operates content and comparison websites that drive player acquisition for online casino and sportsbook operators. The company focuses on performance-driven affiliate marketing across the gaming ecosystem. Growth Leads combines SEO, content and partnerships to deliver high-quality traffic to its partners.
