Senior CRM & Email Marketing Manager
SOFTSWISS is looking for a Senior CRM & Email Marketing Manager to own and develop B2B CRM and email marketing across the customer lifecycle. The role involves building and optimising CRM communications in HubSpot, developing automated customer journeys, managing audience segmentation and lead nurturing, and running email campaigns that generate and qualify leads to move them through the funnel towards MQL, Sales Accepted Lead (SAL), and pipeline conversion.
The purpose of this role is to build a scalable CRM and lifecycle marketing approach that engages leads and clients throughout the B2B customer journey. Working closely with Product & Growth Marketing, Performance Marketing, Sales, and other teams, the manager will combine CRM strategy with hands-on execution in HubSpot to improve lead engagement, lead quality, Lead-to-SAL conversion, and pipeline contribution.
- Own and develop the CRM and email marketing strategy across the B2B customer lifecycle.
- Plan, build, and optimise email campaigns and automated lifecycle journeys in HubSpot, including nurture, re-engagement, product, webinar, event, and follow-up campaigns.
- Develop audience segmentation, personalisation, and lead scoring to improve Lead-to-SAL conversion and the Marketing-to-Sales handoff.
- Launch targeted and ABM campaigns across different products, markets, and audience segments.
- Manage HubSpot Marketing Hub, workflows, CRM integrations, contact properties, and data quality.
- Own email deliverability, database hygiene, and GDPR compliance.
- Track CRM and email performance, run A/B tests, and continuously optimise engagement, conversion, MQL/SAL generation, and pipeline contribution.
- Russian and English language skills at B2 level or higher (required).
- 5+ years of experience in CRM, email, lifecycle marketing, or marketing automation, preferably in B2B environments with long sales cycles (required).
- Strong hands-on expertise with HubSpot Marketing Hub, ideally at Enterprise level (required).
- Proven experience with automated workflows, lifecycle journeys, audience segmentation, and lead scoring (required).
- Strong understanding of Lead, MQL, SAL, lead nurturing, attribution, and Marketing-to-Sales processes (required).
- Good knowledge of email deliverability, CRM data management, and GDPR requirements (required).
- Strong analytical skills and the ability to connect CRM performance with funnel and pipeline results (required).
- Experience in B2B iGaming, SaaS, fintech, or technology (nice-to-have).
- Experience with Customer io, ABM, and data enrichment tools (nice-to-have).
- Basic HTML/CSS knowledge (nice-to-have).
- Experience running multilingual and multi-market CRM campaigns (nice-to-have).
- Experience using AI tools for personalisation, content, segmentation, or workflow optimisation (nice-to-have).
- Private health insurance
- Sports benefits
- Comprehensive Mental Health Program
- Free English lessons (online)
- Local language courses
- Paid time off
- Maternity leave support
- Referral program rewards
- Upskilling, internal workshops, and participation in professional conferences and corporate events
SOFTSWISS is a global tech expert with over 15 years of experience in providing innovative iGaming solutions. The company offers comprehensive software for online casinos, sports betting, and affiliate management. To expand its global presence, in 2024, SOFTSWISS acquired Turfsport, a leading South African betting software provider, and a significant stake in Ously Games GmbH, the company behind the fastest-growing European social casino, SpinArena.net. Additionally, the company appointed Formula 1 legend Rubens Barrichello as Non-Executive Director in Latin America, focusing on Brazil's growing market. SOFTSWISS is committed to transforming the iGaming and entertainment industry for the better through tech innovations. The Team helps operators and providers establish enduring partnerships by building profitable and scalable businesses.