CRM Manager (Lifecycle Growth)
About Us
Playlink is an innovative iGaming company offering a comprehensive suite of crypto-focused products, including sportsbook and casino experiences. By combining cutting-edge technology with a deep understanding of the crypto space, we aim to revolutionise the betting and gaming experience for a global audience. Our mission is to create the most effortless and accessible betting and gaming entertainment experience, delivering innovation and personalisation at every touchpoint. Our vision is to become a leading player in the betting industry by combining seamless user experiences with groundbreaking personalisation and community-driven engagement. Whether it’s through competitive sportsbook offerings or immersive casino gameplay, we are dedicated to creating a unique and engaging platform. Join us in shaping the future of crypto iGaming. The Role We are looking for a Lifecycle Growth Manager to own player engagement, retention, and monetization across the full customer lifecycle. This is not a traditional CRM role. You will own the full lifecycle marketing function end-to-end, from strategy and campaign ideation through to execution, analysis, and optimization. You will define what we should run, why it matters, and what success looks like, then bring it to life.
Responsibilities
Lifecycle Strategy & Campaigns
- Own lifecycle marketing across email, SMS, and in-platform messaging
- Design player journeys
- Onboarding and activation (FTD into repeat deposit)
- Retention and reactivation
- Churn prevention
- Develop campaign concepts that drive engagement and revenue, not just sends
Product Marketing Integration
- Partner with Casino and Sportsbook teams to turn product features, events, and releases into compelling campaigns
- Translate games, promotions, and platform features into clear player-facing value propositions
Experimentation & Growth
- Define hypotheses for all campaigns > what are we testing and why?
- Forecast expected outcomes (conversion, retention, NGR impact)
- Run A/B tests across offers, messaging, segmentation, timing
- Continuously iterate based on results
Analytics & Performance Ownership
- Own performance of lifecycle campaigns:
- Conversion rates
- Retention (D7, D14, D30)
- NGR / LTV impact
- Analyze results and translate into clear insights and next actions
- Identify high-potential players and emerging VIPs within the retail base
Segmentation & Personalization
- Define player segments based on behavior, value, and lifecycle stage
- Drive personalized experiences that maximize engagement and profitability
Campaign Execution & Delivery
- Build and deploy CRM campaigns directly within platforms (email, SMS, in-product messaging)
- Own campaign QA, scheduling, and launch
- Ensure campaigns are executed accurately and on time
Experience Required Experience & Skills
- 4–7 years in CRM, lifecycle, or growth marketing
- Experience in iGaming, crypto, gaming, or high-frequency consumer platforms preferred
- Proven track record of running experiments and driving measurable outcomes
Skillset
- Strong analytical mindset (comfortable with data, Excel/Sheets required; SQL a plus)
- Ability to connect product features to marketing campaigns
- Strong understanding of customer lifecycle and retention mechanics
- Experience with CRM platforms (e.g., Smartico, Optimove, FastTrack, Braze, etc.)
Traits
- Self-starter who can operate with autonomy
- Commercial thinker focused on revenue and efficiency
- Curious, experimental, and highly iterative
- Builder mindset: you create systems, not just campaigns
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