The posting
On behalf of our client in Limassol, a fast growing company operating in the iGaming sector, we are looking for a Head of CRM to build the CRM function from zero. You will join as the first dedicated CRM hire, take hands-on ownership of lifecycle communication and retention, and create the strategy, processes, reporting, and technical foundation for a future team. This role can suit an experienced CRM Head, a CRM Lead ready for broader ownership, or a strong Senior CRM Manager with the judgment and ambition to build a function from the ground up.
This is a build-first leadership role. At the beginning, you will be the CRM team and will work directly in the tools while setting the direction for the function. As the business grows, you will hire and lead the team needed to scale. We value people who combine strategic judgment with careful execution, use data to challenge assumptions, and create systems that remain practical in a fast-moving company.
Responsibilities
- Define and execute the CRM and player lifecycle strategy across onboarding, activation, conversion, retention, reactivation, loyalty, and churn prevention.
- Build the initial CRM operation hands-on, including audience selection, campaign setup, content briefs, quality assurance, scheduling, launch, and post-campaign analysis.
- Design player segments and automated journeys based on behaviour, value, product preferences, lifecycle stage, market, risk indicators, and communication permissions.
- Own the campaign calendar across email, SMS, push notifications, on-site messaging, and other relevant channels.
- Partner with casino, sportsbook, VIP, product, marketing, payments, customer support, and analytics teams to create relevant and commercially effective player communication.
- Work with product and technology teams on CRM platform implementation, data flows, event tracking, integrations, templates, personalization, and automation.
- Establish CRM KPIs and reporting for delivery, engagement, conversion, retention, reactivation, player value, bonus efficiency, and incremental campaign impact.
- Develop a structured testing program covering messaging, offers, timing, channels, frequency, segments, and customer journeys.
- Ensure campaigns follow market-specific advertising rules, data-protection and consent requirements, responsible gaming controls, AML considerations, and internal approval processes.
- Document workflows, ownership, quality checks, campaign logic, and reporting standards so the function can scale reliably.
- Define the future CRM team structure, hire and onboard team members as the business grows, and develop clear responsibilities and performance expectations.
What success looks like
- A working CRM engine Core lifecycle journeys, campaign routines, templates, data inputs, and reporting operate reliably without depending on ad hoc manual decisions.
- Measurable retention CRM activity improves activation, repeat engagement, retention, reactivation, and player value with clear evidence of incremental impact.
- Relevant communication Players receive timely and personalized messages based on behaviour, preferences, market rules, and appropriate frequency controls.
- A scalable function Processes and tools are documented, hiring priorities are clear, and new team members can take ownership without rebuilding the foundation.
Requirements
- Strong experience in CRM, lifecycle marketing, retention, or player engagement, ideally within iGaming or another high-frequency digital consumer business.
- Hands-on ability to plan, build, launch, validate, and analyze campaigns rather than working only through a team or agency.
- Selecting or implementing a CRM or marketing automation platform and defining its data and integration requirements.
- Building a CRM team, mentoring specialists, or moving from a senior individual-contributor role into functional leadership.
- Working across multiple markets, brands, languages, products, or regulatory frameworks.
- Experience with loyalty programs, VIP journeys, bonus strategy, predictive segmentation, or customer lifetime value modelling.
- Experience with segmentation, automated journeys, personalization, campaign calendars, experimentation, and multi-channel communication.
- Commercial understanding of lifecycle KPIs, retention, churn, player value, conversion, bonus efficiency, and campaign incrementality.
- Confidence working with CRM platforms, customer data, event tracking, analytics tools, and technical teams responsible for integrations.
- Strong understanding of consent, communication preferences, responsible gaming, and compliant promotional practices in regulated markets.
- Leading CRM for an online casino, sportsbook, fintech, subscription product, or other regulated digital platform.
- Clear English communication and the ability to coordinate effectively with commercial, product, technical, operational, and compliance stakeholders.
- A practical, independent working style suited to a startup where priorities evolve and the first version often needs to be built personally.
- Willingness to work from the office in Limassol.
