VP of CRM
Soft2Bet is looking for a VP of CRM to sit at the core of its growth engine, owning the end-to-end global player lifecycle and engagement strategy. The role involves leading a massive, rapidly expanding organisation to ensure the global user base returns, engages, and scales in lifetime value.
Working hand-in-hand with product and engineering teams, the VP of CRM will directly shape and evolve proprietary CRM technology. The objective is to turn retention into a primary driver of top-line revenue.
- Own the end-to-end retention, reactivation, and LTV strategy across multiple verticals (Fintech, Gaming, etc.).
- Lead and mentor a 50+ person organisation.
- Build scalable hiring, onboarding, and management structures to support rapid growth.
- Collaborate closely with the product and technical teams to align CRM strategy with platform architecture, automation logic, and AI integration.
- Oversee high-volume campaign execution across global markets, ensuring quality, deliverability, and localised relevance.
- Define and hit KPIs for churn reduction, ARPU, and engagement quality through advanced segmentation and personalisation.
- 10+ years in CRM/Lifecycle leadership within fast-scaling tech environments (Fintech, E-commerce or Gaming preferred) (required)
- Experience managing large teams (50–200+) and know how to build a culture of accountability without being authoritarian (required)
- Understanding of CRM architecture and system logic (required)
- Expertise in multi-channel user journeys (Email, Push, SMS, In-app) (required)
- Being a stable, empathetic leader who leads by example (required)
- Proven track record of influencing CRM product development and data infrastructure (required)
- Fluency in English; ability to navigate a diverse, global workforce (required)
- A comprehensive relocation package, including flight tickets and two weeks of hotel accommodation to ensure a smooth transition.
- Attractive office location and facilities.
- A dynamic and supportive environment that values its team, featuring special birthday celebration presents and a collaborative company culture.
- 24 days of vacation per year.
- Medical insurance.
Soft2Bet is an iGaming turnkey solutions provider that delivers products and services for online casino and sportsbook operators. The company is known for its Motivational Engineering Gaming Application (MEGA), a gamification framework designed to improve player retention and engagement. Soft2Bet has launched numerous iGaming brands and holds more than 16 global licences across regulated markets. It operates both B2B technology services and its own B2C brands, and is headquartered in Santa Venera, Malta.