Head of CRM – Retention

• Develop and execute a comprehensive CRM and retention strategy for the Brazilian market, aligned with the company's commercial objectives and growth targets
• Take full ownership of CRM and retention operations, including player onboarding, activation, engagement, loyalty, churn prevention, and reactivation
• Lead, manage, and develop high-performing CRM and Retention teams, establishing clear objectives, performance standards, and operational processes
• Design and implement player retention strategies to improve engagement, reduce churn, increase player lifetime value, and strengthen long-term loyalty
• Oversee multichannel CRM campaigns across email, SMS, push notifications, in-app messaging, and other relevant communication channels
• Develop player segmentation and personalisation strategies based on behaviour, preferences, value, and lifecycle stage
• Design, implement, and optimise automated player journeys and targeted communication strategies throughout the customer lifecycle
• Oversee loyalty programmes, promotional campaigns, bonus strategies, and player incentives while balancing engagement and profitability
• Develop churn prevention and reactivation initiatives to improve retention and recover inactive customers
• Manage CRM and retention budgets, including promotional expenditure, and ensure measurable returns
• Define, monitor, and optimise KPIs including retention rates, churn, reactivation, player lifetime value, engagement, campaign ROI, and bonus efficiency
• Drive continuous improvement through A/B testing, player behaviour analysis, predictive modelling, and data-driven campaign optimisation
• Oversee CRM platforms, marketing automation tools, and retention technologies
• Collaborate with Marketing, VIP, Product, Business Intelligence, Customer Support, Payments, and Compliance teams
• Analyse market trends, competitor retention strategies, and Brazilian player behaviour to identify growth opportunities
• Ensure compliance with Brazilian gambling regulations, data protection requirements, responsible gaming principles, and internal policies
• Provide regular performance reports, strategic insights, and recommendations to senior management

• Extensive experience in CRM and player retention within the B2C iGaming industry, preferably with an online casino and/or sportsbook operator
• Proven experience in a senior leadership position, such as Head of CRM & Retention, CRM Director, Head of Retention, or an equivalent role
• Direct experience managing CRM and retention activities for the Brazilian B2C iGaming market is essential
• Strong understanding of Brazilian player behaviour, local market dynamics, and the regulatory environment
• Demonstrated success in developing and executing retention strategies that improve player loyalty, engagement, and lifetime value
• Strong expertise in player lifecycle management, segmentation, personalisation, loyalty programmes, churn prevention, and reactivation
• Proven experience managing multichannel CRM campaigns and automated player journeys
• Hands-on experience with CRM and marketing automation platforms used within iGaming, such as Optimove, Fast Track, Xtremepush, or equivalent solutions
• Experience developing and managing promotional strategies, bonus budgets, and loyalty initiatives while maintaining commercial profitability
• Strong analytical capabilities, including experience with customer data analysis, A/B testing, retention modelling, and performance optimisation
• Excellent understanding of CRM and retention KPIs, including retention rates, churn, reactivation, LTV, engagement, and ROI
• Proven ability to lead and develop multidisciplinary CRM and Retention teams
• Strong commercial awareness, leadership, communication, and stakeholder management skills
• Ability to combine strategic leadership with a hands-on, results-oriented approach
• Good understanding of responsible gaming, player protection, and applicable data protection requirements
• Fluent English is mandatory
• Portuguese proficiency is highly desirable