CRM Senior Capability & Innovations Lead

Sports betting, gaming and interactive entertainment is changing, and we’re leading that change. By putting people first. By placing exciting, engaging and entertaining experiences at more fingertips than ever before. We're pulling into pole position by pushing boundaries further. With innovation. With technology. But most importantly, with people like you. Because when you join Entain, it’s your game. So let’s win together.

In this role as CRM Senior Capability & Innovation Lead, you will be responsible for shaping and delivering the future of CRM capability across UK&I. You will identify, evaluate and implement innovative CRM, AI and marketing technology solutions that enhance customer engagement, operational efficiency and commercial performance.

Acting as the bridge between CRM, Martech, Product, Data Science, Commercial teams, Optimove and other strategic partners, you will ensure Entain continues to maximise value from its CRM technology investments while driving the evolution of our customer marketing capabilities.

As the UK&I CRM subject matter expert for Optimove and AI-enabled CRM capabilities, you will lead the adoption of new technologies, champion innovation and ensure the business remains at the forefront of customer marketing.

Reporting to the Director of CRM, you will play a key role in delivering CRM Transformation 2.0, defining the CRM capability roadmap and shaping the future direction of CRM across the UK&I business.

Key Responsibilities:

• Develop and deliver the UK&I CRM Capability and Innovation Roadmap, aligned with business objectives and customer strategy.
• Identify, evaluate and implement CRM, AI and marketing technology capabilities that enhance customer experience, operational efficiency and commercial performance.
• Lead the adoption of AI-enabled CRM capabilities, driving best practice and measurable business outcomes across the CRM function.
• Act as the UK&I CRM business owner and subject matter expert for Optimove, maximising platform value and championing new capabilities.
• Partner with CRM, Martech, Product, Data Science and Commercial teams to prioritise and deliver CRM transformation initiatives.
• Build business cases for new CRM capabilities and technology investments, ensuring measurable commercial value.
• Lead cross-functional change initiatives, driving stakeholder engagement, capability adoption and process simplification.
• Monitor CRM, AI and MarTech trends, identifying opportunities to continuously evolve Entain's CRM capability.
• Establish governance, frameworks and success measures to drive CRM maturity, AI adoption and marketing effectiveness.
• Communicate roadmap progress, opportunities and risks to senior stakeholders, influencing strategic decision-making.

• Minimum 5 years' experience in CRM, Customer Marketing, MarTech, Product or Innovation-related roles.
• Strong understanding of customer lifecycle marketing, retention, reactivation, personalisation and loyalty strategies.
• Experience working with enterprise CRM platforms such as Optimove, Braze, Salesforce Marketing Cloud, Adobe Campaign or similar.
• Demonstrable experience leading CRM transformation, business change or technology-enabled innovation programmes.
• Strong understanding of AI applications within CRM, marketing automation and customer decisioning.
• Experience developing business cases and measuring the commercial impact of technology investments.
• Strong analytical, problem-solving and strategic thinking skills, with the ability to translate data and insights into business outcomes.
• Excellent stakeholder management, communication and influencing skills, with experience working across multiple business functions.
• Proven ability to manage multiple strategic initiatives and priorities in a fast-paced, evolving environment.

At Entain, we know that signing top players requires a great starting package, and plenty of support to inspire peak performance. Join us, and a competitive salary is just the beginning.

Depending on your role and location, you can expect to receive benefits like

• A regular bonus
• Healthcare support
• A stake in our success through our ShareSave scheme
• Great development opportunities
• Wellbeing support, and so much more.

And outside of this, you’ll have the chance to turn recognition from leaders and colleagues into amazing prizes, join a winning team of talented people and be a part of an inclusive and supporting community where everyone is celebrated for being themselves.

Should you need any adjustments or accommodations to the recruitment process, at either application or interview, please contact us.