Head of Customer Retention

Job Overview:

The Customer Retention Manager will lead all retention initiatives, combining data-driven insights with technical expertise to optimize player engagement and loyalty. This role demands a deep understanding of CRM tools, segmentation strategies, technical configurations, and campaign automation to drive measurable results in player lifetime value and retention rates. The ideal candidate will have a strong grasp of best CRM practices specific to the iGaming industry, ensuring strategies align with player behaviors, bonus preferences, and market trends.

An important note is that this is a startup, not only will you lead these initiatives but you will also be required to execute them. 

Key Responsibilities:

Campaign Management

• Plan, execute, and analyze retention-focused email, SMS, and WhatsApp campaigns, ensuring technical accuracy and player engagement.
• Optimize onsite CRM functionalities, including pop-ups, internal messaging, and personalized user flows.
• Build and maintain advanced player segmentation strategies, leveraging CRM tools and custom logic to target player groups effectively.

Technical CRM Expertise

• Understand and utilize Player PI templates to create dynamic and personalized campaigns.
• Work with HTML and CSS to craft visually appealing and responsive email templates.
• Configure and manage webhooks to automate real-time data flows between platforms.
• Troubleshoot technical issues related to CRM tools, campaigns, and integrations to ensure smooth operation.
• Maintain up-to-date knowledge of best CRM practices for the iGaming industry, including personalization, bonus optimization, and engagement tactics.

Player Communication & Engagement

• Collaborate with marketing and product teams to optimize landing pages, bonus communication, and user journeys for better retention.
• Develop personalized communication strategies based on player preferences and behavior insights.
• Tailor retention efforts for different geos, ensuring campaigns align with cultural preferences, language, and regulatory requirements.

Data Analysis & Insights

• Use tools like Microsoft Clarity, Google Analytics, or Hotjar to analyze player behavior, identify churn patterns, and suggest optimizations.
• Leverage CRM analytics to track KPIs such as open rates, click-through rates, bonus ROI, and player retention.
• Create actionable reports and dashboards for performance monitoring and campaign improvements.

CRM Bonus Management

• Develop and manage region-specific bonus offers that balance player engagement and cost efficiency.
• Analyze player behavior to identify preferred bonuses and games while mitigating risks of bonus abuse.
• Collaborate with risk and finance teams to monitor bonus costs, performance, and ROI.

Strategic CRM Development

• Implement customer journey mapping to identify and resolve pain points across onboarding, engagement, and reactivation phases.
• Ensure consistent messaging and user experience across email, SMS, WhatsApp, and onsite channels.
• Develop strategies for player reactivation, targeting lapsed players through tailored offers and communication.
• Personalize campaigns at scale using behavior-based triggers, such as abandoned deposits or extended inactivity.

Tool & Platform Optimization

• Regularly audit CRM tools, workflows, and integrations to improve efficiency.
• Explore new technologies and strategies to advance CRM capabilities for retention optimization.
• Partner with BI and product teams to align data reporting and campaign adjustments.

Market Expansion & iGaming Best Practices

• Adapt CRM strategies for new market entries, ensuring localized offers and culturally appropriate communication.
• Stay updated on the latest CRM practices in the iGaming industry, including player segmentation, engagement trends, and competitive insights.

Team Collaboration

• Work closely with the acquisition team to ensure a seamless transition for new players into retention campaigns.
• Collaborate with the VIP team to create personalized strategies for high-value players.
• Coordinate with the product team to optimize platform usability and enhance user flows for better engagement.

Requirements:

Technical Skills

• Advanced experience with CRM tools (e.g., Customer.io).
• Proficiency in HTML and CSS for building and troubleshooting email templates.
• Experience configuring webhooks and API integrations to automate real-time data flows.
• Strong knowledge of Player PI templates and advanced segmentation logic.
• Familiarity with BI tools (e.g. Power BI) for performance tracking.
• Understanding of behavioral analytics tools (e.g., Microsoft Clarity) for user funnel optimization.

Industry Knowledge

• In-depth understanding of best CRM practices in the iGaming industry (e.g., bonus strategies, player segmentation, and churn reduction techniques).
• Proven ability to identify player behavior trends, bonus preferences, and game engagement metrics.
• Knowledge of challenges like bonus abuse, regulatory compliance, and region-specific strategies.

Analytical & Creative Skills

• Exceptional analytical skills to interpret data, identify trends, and implement actionable insights.
• Ability to create highly personalized, player-focused campaigns for different player segments and geos.
• Strong problem-solving mindset with a focus on innovation and continuous improvement.

Soft Skills

• Excellent organizational and project management abilities.
• Exceptional communication skills for cross-department collaboration.
• Ability to thrive in a fast-paced, results-driven environment.