CRM Lifecycle Specialist
The CRM Lifecycle Specialist will report directly to the General Manager of Marketing on a 12-month fixed-term contract. This role focuses on lifecycle marketing and CRM, involving the creation of automated customer journeys, experimentation with new ideas, and the use of data to deliver personalised experiences that enhance customer engagement and commercial performance. The specialist will work across igaming products, including Casino and Sportsbook, while collaborating with Product, Marketing, and Compliance teams to drive user retention and maximise clickouts.
- 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.