Senior CRM Lifecycle Manager

Who are we? 

Welcome to Multiple (https://themultiple.com), your go-to iGaming service provider. We’re here to empower iGaming operators, allowing them to thrive in such a volatile industry. Our years of expertise, cutting-edge technology, and passion for delivering extraordinary player experiences make us the right choice for any company looking to elevate their success. We offer a range of iGaming offerings such as; Gaming Services, Casino Marketing, Sportsbook Marketing and Operations, Creative, Data and B.I, Operations (CS, RPF, KYC), VIP Management, Acquisition, Social Media, Content, Product, Legal and Compliance.

The Role

As Senior CRM Lifecycle Manager you will be responsible for designing, building, and optimizing automated CRM journeys across all stages of the player lifecycle — including onboarding, early life engagement, retention, re-activation, and cross-sell. You will collaborate with Brands, Data, Digital Marketing, Product, Creative, Commercial and Marketing teams to deliver targeted, data-driven campaigns that maximize lifetime player value, optimize bonus efficiency, and re-activate lapsed players.

You will also lead efforts to segment players, analyze behaviour, test and iterate campaigns, and ensure all communications comply with regulatory standards relevant to iGaming.

Key Responsibilities:

• Own and lead the full lifecycle CRM strategy across onboarding, early-life, activation, retention, churn prevention, reactivation, and cross-sell.
• Design, build and maintain multi-channel automated journeys (email, push, SMS, in-app/in-site messaging, digital marketing channels) tailored to lifecycle stage, player value, behaviour and product preference.
• Work aside and mentor a mid-senior CRM Lifecycle specialist, providing guidance, feedback, professional development and work prioritisation to ensure high-quality execution across all lifecycle programmes.
• Develop player segmentation frameworks using behavioural data, player value, risk signals, product interaction patterns, and churn propensity indicators.
• Plan and deploy CRM campaigns across early-life, reactivation, and cross-sell workflows in collaboration with Brands, Product, Creative, Commercial and Operations teams.
• Ensure all automated journeys follow a strong testing and optimisation framework, including A/B, control group integration and multivariate testing across subject lines, message content, timing, channel mix, incentives and bonus strategies.
• Monitor, analyse and report on key lifecycle KPIs, including retention rate, early-life conversion, churn %, reactivation uplift, cross-sell conversion, LTV, engagement metrics, deliverability and bonus cost efficiency.
• Continuously improve journey logic, enhancing relevance, personalisation, and predictive modelling elements based on quantitative insights.
• Work closely with Data & BI teams to validate segmentation, build dashboards, and ensure accuracy of CRM event triggers and automation rules.
• Stay informed about industry trends, competitor CRM strategies, and platform innovations, ensuring The Multiple remains at the forefront of CRM automation within iGaming.

Essential Qualifications & Experience:

• 4–6+ years of CRM / lifecycle marketing experience — ideally 3+ years in iGaming (casino and/or sportsbook)
• Proven track record of building and scaling CRM automation and lifecycle journeys that positively impact retention, reactivation, cross-sell or LTV.
• Strong experience with CRM/marketing automation platforms and multi-channel campaign tools (email, push, in-app, SMS, onsite).
• Excellent data literacy, with the ability to analyse user behavior, draw insights, perform segmentation, and translate data into actionable CRM strategies. Comfortable with KPI-driven decision making and reporting.
• Hands-on experience with campaign testing (A/B, multivariate, control/holdout), testing frameworks, and optimisation cycles.
• Strong project management, organizational skills, and ability to handle multiple campaigns and lifecycle flows concurrently.
• Excellent cross-functional communication and collaboration skills — able to work with Data, Product, Creative, Operations, Commercial, and Compliance stakeholders.

Nice to Have (but not mandatory):

• SQL, BI or analytics tool proficiency (Tableau, Power BI, etc.).
• Experience in both casino and sportsbook CRM strategy.
• Previous experience managing or mentoring a small CRM/automation team (or collaborating with external CRM agencies).

What we offer:

• Attractive remuneration package
• Health insurance cover from the first day of work
• Wellness benefit (after probation)
• Optician/Spectacle and Blue Lens Benefit (after probation)
• Breakfast/lunch all week
• Monthly snacks allowance
• Training support
• Modern office facilities
• Dog-friendly workplace
• Exciting Company Events
• Monthly Beer Fridays
• Eur1,000 Refer a friend bonus
• Relocation package (if required)

You should not apply if ...

• You want a normal 9-5 job. This role is not easy & requires an all-in mentality. We are looking for team members who will put in the work that others won`t.
• You cannot take constructive feedback.
• You can`t handle stress and pressure.
• You have the mindset of "Quick Money", this is a marathon, not a sprint.
• You do not embody our core values.