Chief Marketing Officer
Pin-Up Global is looking for a Chief Marketing Officer to join a new international platform and lead the Retention function, building and developing it from scratch.
The role involves defining the retention strategy for the new platform and establishing approaches to managing the full player lifecycle, including onboarding, activation, retention, churn, and reactivation.
The successful candidate will be responsible for building the Retention team from the ground up, defining its structure, roles, and required resources. This includes ensuring Retention readiness for the first B2C products in IN+BD/ARG, covering CRM, player lifecycle, segmentation, promotions, bonuses, VIP, and analytics.
Key responsibilities also include developing the bonus policy and economics, the VIP model, and defining Retention requirements for the new platform's development, including the Retention Product Roadmap. Identifying missing Retention tools and required external solutions, as well as developing the Retention framework for B2B products, are also crucial aspects of the role. The position requires building a Retention analytics system and automating processes to create a scalable model for launching new products and GEOs without proportional team growth.
Collaboration with Product, Tech, Traffic, BI, and Country Operations teams is essential to build and optimise end-to-end funnels, evaluate traffic quality and effectiveness, and plan acquisition volumes. The role also involves defining requirements for user funnels for global events and evaluating the effectiveness of sponsorships and brand activities.
- Develop the Retention strategy for the new platform and define approaches to managing the full player lifecycle: onboarding, activation, retention, churn, and reactivation.
- Build the Retention team from scratch, including defining its structure, roles, areas of responsibility, and required resources.
- Ensure Retention readiness for the first B2C products in IN+BD/ARG, covering CRM, player lifecycle, segmentation, promotions, bonuses, VIP, and analytics.
- Develop the bonus policy and economics, including Bonus Cost, segmentation and offer personalization rules, and evaluation of campaign effectiveness.
- Develop the VIP model, including segmentation, lifecycle, bonus/cashback policy, and retention of the VIP segment.
- Define Retention requirements for the development of the new platform and develop the Retention Product Roadmap together with Product/Tech.
- Identify missing Retention tools and required external solutions based on the Build / Buy / Integrate approach.
- Develop the Retention framework for B2B products, including core capabilities, brand/GEO-level settings, and requirements for future self-service.
- Build the Retention analytics system, including KPIs, cohort analysis, and an experimentation approach (hypothesis validation, A/B testing, etc.).
- Automate processes and build a scalable model that enables the launch of new products and GEOs without proportional team growth.
- Build and optimize end-to-end funnels together with Traffic: Traffic -> Reg -> FD -> Repeat Deposits -> Retention -> VIP; identify drop-off points and develop initiatives to improve conversion at each stage.
- Evaluate the quality and effectiveness of acquired traffic based on players’ subsequent behavior: conversions, Retention, Deposits, NGR, and ROI; develop, together with Traffic, decisions on optimizing and scaling individual sources/partners.
- Plan acquisition volumes jointly with Traffic and set traffic targets for global events, major promotions, and marketing activities, taking into account the required volume of new players, subsequent conversion, and expected cohort economics.
- Define requirements for the user funnel for global events: acquisition -> offer/landing -> registration -> FD -> activation -> Retention, with control over conversion between stages and the subsequent quality of acquired players.
- Evaluate the effectiveness of sponsorships, ambassadors, and major brand activities in terms of their conversion into registration, FD, active, and retained players; develop, together with Traffic/Marketing, mechanics for converting the acquired audience into Retention.
- Develop dedicated funnels (onboarding, promotions, and activation through specific mechanics) for audiences acquired through sponsorships, ambassadors, and global marketing events, with the goal of maximizing Retention and LTV.
- 5+ years of experience in iGaming, with a deep understanding of online casino/sportsbook specifics, player lifecycle, and business economics (required).
- 2+ years of leadership experience in a CMO / Chief Retention Officer / Head of Retention / Head of CRM or comparable role, with responsibility for a team and KPIs (required).
- Hands-on experience building a Retention function and team from scratch, including team formation, Retention strategy development (VIP and non-VIP), and management of bonus issuance and Bonus Cost (required).
- Strong expertise in unit economics and analytics (required).
- Experience managing and building end-to-end funnels from Traffic -> Retention -> VIP -> LTV, including evaluating traffic quality and jointly with Traffic scaling effective sources (required).
- Experience developing a Retention Tech Stack and Product Roadmap, understanding of the Build / Buy / Integrate approach, and experience launching new brands/GEOs (required).
- Strong leadership and cross-functional collaboration skills, with the ability to drive results through Product, Tech, Traffic, BI, Country Operations, and other functions without necessarily having direct administrative authority over them (required).
- An exciting and challenging job in a fast-growing business group.
- Opportunity to be part of a multicultural team of top professionals in Development, Architecture, Management, Operations, Marketing, Legal, Finance and more.
- Great working atmosphere with passionate experts and leaders, sharing a friendly culture and a success-driven mindset is guaranteed.
- Beautiful offices in Warsaw, Limassol, Yerevan - work remotely or on-site with comfort and enjoy the opportunity to build a network of connections with professionals day by day.
- Modern corporate equipment based on macOS or Windows and additional equipment are provided.
- Paid vacations, sick leave, personal event days, days off.
- Corporate health insurance program for your well-being.
- Referral program - enjoy cooperation with your colleagues and get a bonus.
- Educational programs: regular internal training sessions, compensation for external education, attendance of specialized global conferences.
- Rewards program for mentoring and coaching colleagues.
- In-house Travel Service.
- Multiple internal activities: online platform for employees with quests, gamification, presents and news, RedCore clubs for movie/book/pets lovers, special office days dedicated to holidays.
- Company events, team buildings.
PIN-UP Global is an international holding company that develops technologies, B2B solutions and products for the iGaming industry. Headquartered in Warsaw, the group brings together businesses spanning product development, technology and marketing services for online gaming. It supports a portfolio of companies and brands operating across multiple markets. PIN-UP Global focuses on building advanced technology and products for the gambling sector.
