Director CRM | iGaming | Casino

Pentasia is partnering with a fast-growing, licensed online casino operator to identify a Director of CRM, Loyalty & Player Reinvestment.

This is a high-impact leadership role responsible for shaping and executing the strategic vision across customer lifecycle management, retention, loyalty programs, and player reinvestment. The successful candidate will own how promotional spend is deployed across the player base ensuring optimal balance between engagement, profitability, and long-term player value.

This position sits at the intersection of marketing, analytics, and commercial strategy, offering significant ownership and influence within a scaling organization.

Key Responsibilities

CRM & Lifecycle Strategy

• Own end-to-end customer lifecycle strategy from acquisition through long-term retention
• Design and optimize lifecycle journeys including onboarding, first-to-second deposit conversion, engagement, churn prevention, and reactivation
• Define promotional cadence, trigger-based journeys, and reinvestment thresholds
• Continuously analyze performance to improve retention and player lifetime value

Player Reinvestment Strategy

• Lead the overall framework for promotional reinvestment and bonus allocation
• Develop clear strategies for distributing incentives across segments and value tiers
• Establish governance for all promotional mechanics including bonuses, free spins, free play, and loyalty incentives
• Balance generosity with commercial sustainability and profitability

Segmentation & Offer Governance

• Develop sophisticated player segmentation frameworks aligned with value and behavior
• Define eligibility criteria for campaigns, rewards, and VIP treatments
• Ensure reinvestment is efficiently directed toward high-value and high-potential players
• Partner with data teams to enhance predictive modeling and value scoring
• Implement controls to reduce bonus abuse and optimize spend efficiency

Loyalty & VIP Strategy

• Design and evolve loyalty and VIP programs, including tier structures and reward systems
• Optimize engagement, retention, and player experience within VIP segments
• Collaborate with VIP and customer teams to enhance service models and retention outcomes
• Drive continuous improvement based on player behavior and program economics

Bonus Economics & Budget Management

• Own CRM and reinvestment budgets in collaboration with Finance and Marketing
• Develop forecasting models and performance frameworks for promotional spend
• Monitor key metrics including bonus cost, redemption, bonus drag, and ROI
• Ensure reinvestment strategies support both short-term revenue and long-term value growth

Campaign Strategy & Execution Oversight

• Translate strategy into clear campaign briefs for operational teams
• Define targeting, offer structures, objectives, and success metrics
• Ensure delivery aligns with broader lifecycle and player value strategy

Cross-Functional Collaboration

• Partner with Acquisition, Product, Analytics, VIP, Compliance, and Operations teams
• Align CRM strategies with business goals and product roadmap priorities
• Support responsible gaming initiatives through eligibility and segmentation frameworks
• Ensure compliance with regulatory requirements across all promotions

Requirements

Essential Experience

• 5+ years in CRM, lifecycle marketing, retention, or loyalty
• 2+ years leading CRM strategy, loyalty programs, or reinvestment functions
• Proven experience developing customer lifecycle and segmentation strategies
• Strong understanding of player value, retention economics, and LTV
• Experience managing budgets and measuring campaign profitability
• Advanced analytical skills with ability to interpret behavioral and performance data

Preferred Experience

• Background in iGaming, online casino, sports betting, or similar regulated/subscription industries
• Familiarity with key gaming KPIs (GGR, NGR, bonus cost, retention, LTV, etc.)
• Experience designing and scaling loyalty or VIP programs
• Exposure to CRM platforms such as XtremePush or similar tools
• Understanding of responsible gaming frameworks and regulatory environments

Key Competencies

• Strategic thinker with strong commercial acumen
• Data-driven decision maker with attention to detail
• Strong communicator capable of translating strategy into execution
• Highly collaborative with the ability to influence stakeholders
• Comfortable operating in a fast-paced, high-growth environment

Success Metrics

Performance in this role will be measured across

• Player retention (30/60/90 day)
• Deposit conversion rates (FTD to repeat)
• Reinvestment ROI and incremental revenue
• Bonus efficiency and cost control
• Churn reduction and reactivation success
• Loyalty and VIP engagement levels
• Growth in overall player lifetime value

Why Apply?

This is a rare opportunity to take ownership of CRM and reinvestment strategy within a high-growth operator. You will play a pivotal role in shaping how the business acquires, engages, and retains its player base while directly influencing long-term profitability and customer value.

Strong Base+Bonus+Options