CRM Lifecycle Specialist
Legend is hiring a CRM Lifecycle Specialist, reporting directly to our General Manager, Marketing. This is a 12-month fixed-term contract opportunity. We're looking for someone who lives and breathes lifecycle marketing and CRM. Building automated customer journeys, experimenting with new ideas, and using data to create personalised experiences that genuinely improve customer engagement and commercial performance. You'll work across our igaming [Casino & Sportsbook] products, partnering closely with Product, Marketing and Compliance teams to deliver CRM experiences that bring users back to our membership products, increase engagement and maximise clickouts. In this role, we value diverse perspectives and encourage you to apply even if you don't meet every qualification listed.
- Execute and continuously evolve our CRM strategy across the group.
- Design, build and optimise automated customer journeys across onboarding, retention, reactivation and loyalty.
- Deliver highly personalised, data-driven CRM campaigns that increase engagement, return traffic and clickouts.
- Partner closely with Product, Marketing and Compliance teams to create seamless customer experiences across every touchpoint.
- Use experimentation, A/B testing and AI-powered tools to continuously improve campaign performance, efficiency and quality.
- Increase player engagement through high-quality and localised copy.
- Proven CRM or lifecycle marketing experience within the iGaming industry or digital entertainment sector (required).
- Strong understanding of Sportsbook and Casino products (required).
- Ability to design and optimise automated player journeys for onboarding, retention, churn prevention, and VIP/loyalty progression (required).
- Hands-on experience building campaigns and customer journeys using platforms such as Optimove, Iterable, Xtremepush, Smartico or similar CRM technologies (required).
- Strong analytical skills with the ability to interpret campaign data, identify opportunities and optimise performance through testing and experimentation (required).
- Comfortable working with KPIs like open rates, click-through rates, opt-outs, and clickouts (required).
- Ensure all promotional communications strictly adhere to local gambling regulations (such as UKGC guidelines) and responsible gaming protocols (required).
- Proven experience in leveraging customer data and AI models to target specific player segments with relevant games, offers, and bonuses (required).
- A collaborative approach, with confidence working alongside Product, Marketing, Data and Compliance teams to deliver shared objectives (required).
- Curiosity, commercial thinking and a continuous improvement mindset, with an interest in using AI to simplify workflows and accelerate delivery (required).
Legend is the company behind more than 25 sports and gaming brands, focused on player experience across betting and gaming. It operates with a global team of over 800 people across 10 hubs worldwide, building and growing its portfolio of brands. The company describes its approach as driven by data, creativity and collaboration, summarised in its "Mindset, Vision, Performance" formula. Headquartered in St Helier, Jersey, Legend operates hubs across Europe and North America. In 2026 Genius Sports announced a definitive agreement to acquire the company.