Head of CRM - Fixed Term Contract

To be successful in this role you will have to be a brilliant people motivator capable of driving the “BAU” whilst simultaneously designing and implementing a root and branch change program. You will have to have the strength to transform - making the marketing experience of the future different to that of today. You’ll do this through organization re-design, through process transformation, and through setting an ambitious development agenda with your technology partners.

You will be accountable for the direct marketing activities, delivering targeted communications to our customers. Our aim is to create personalized customer engagement plans, ensuring that each customer's marketing experience is tailored to their preferences. Drive the evolution of CRM into an automated, data-led growth engine, leveraging advanced decisioning platforms, real-time capabilities, and AI-driven optimisation to deliver personalised customer experiences at scale.

What you'll be responsible for:

Strategy and Planning

• Define and deliver the 3-year CRM strategy and future operating model
• Align stakeholders on customer-led strategy, technology, and capability needs
• Drive growth across engagement, conversion, retention, and reactivation
• Lead CRM evolution to automated, decisioning-led lifecycle orchestration
• Embed real-time and trigger-based CRM aligned with product and data

CRM Business Operations
• Define personalisation KPIs and success frameworks
• Design and implement a scalable, future-fit CRM operating model
• Lead change programmes and drive adoption across teams
• Align with Product and Tech on delivery roadmaps and priorities
• Transition to automation-first ways of working
• Drive innovation in creative and customer engagement
• Embed ways of working across CRM, Martech, Data, and Commercial

Change Management
Drive organizational change to support scalable personalization and operational efficiency. Define success metrics, develop change roadmaps, ensure CRM receives appropriate tech support, and lead a creative agenda with a focus on innovation and channel-specific content.

Marketing Execution
• Maintain high quality standards and operational excellence
• Communicate CRM performance and impact to senior stakeholders
• Drive scalable execution through QA, automation, and optimisation

Innovation & Development
• Define and prioritise CRM capability roadmap across brands
• Foster a test-and-learn, performance-driven culture
• Partner with Data and Martech to enhance targeting and measurement
• Leverage AI and decisioning platforms to drive performance
• Optimise lifecycle journeys (early lifecycle, retention, reactivation)
• Share and adopt best practices across the group

People Management
• Build and lead a high-performing, resilient CRM team
• Drive engagement, development, and capability growth
• Mentor team members and close skill gaps
• Build capability in data, automation, and AI adoption

Essential: 

• Extensive experience of business to consumer comms planning, working in either CRM or Performance marketing function.
• Min of 5 years' experience in cross-channel Marketing functions within digitally focused businesses.
• Fluent in the analysis and presentation of data; complex data sets reduced to clear messages resulting in action from the various marketing teams.
• Experience of leading performance marketing functions, with large scale teams.
• Demonstrated ability to articulate the need for, and desire to drive change.
• Strong stakeholder management skills: ability to build relationships to influence and guide amongst different levels of stakeholder seniority.
• Ability to communicate appropriately to different levels of stakeholders, using the appropriate level of detail.
• Experience working with CRM decisioning platforms (e.g. Optimove or similar), including automated campaign orchestration.
• Strong understanding of lifecycle marketing, segmentation models, and customer value frameworks.

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.

As well as a competitive salary and regular bonus, you can expect to receive benefits like

• Generous group bonus scheme 
• Hybrid working – 4 days in the office 
• Private medical insurance 
• Pension scheme – matched to 6% 
• Ability to buy and sell holiday 
• Free subscription to wellbeing app Unmind 
• Additional “It’s Your Game” day off to use at either Christmas or New Year 
• Entain & Enhance days – 2 paid days off to focus on your professional or personal development 
• Share save scheme 
• Discounted gym membership 
• Team spirit – whether it’s seasonal parties, sports teams, gaming communities or external trips, we have something for everyone in Gibraltar! 

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.