CRM Manager

• Own CRM campaigns across multiple brands and markets
• Work across segmentation, automation, promotions and player journeys
• Optimise retention and engagement using data and A/B testing

Department: CRM
Reports to: Head of CRM
Office setting: On site role with a hybrid/remote pool of days
Candidates: Open to EU Candidates already residing in Malta
 
About the Role
We are looking for an experienced CRM Manager to join an established iGaming organisation and take ownership of CRM activity across multiple brands and markets.
The role is responsible for planning, executing and optimising campaigns designed to increase player engagement, retention, reactivation and long-term value.
 
This is a hands-on position combining CRM strategy, campaign management, segmentation, promotions, analysis and cross-functional coordination. You will manage activity across multiple channels while ensuring campaigns are accurate, relevant and aligned with the wider CRM strategy.
 
Key Responsibilities
 
CRM & Campaign Management

• Own and manage the CRM calendar across multiple brands and markets.
• Plan and execute campaigns across email, SMS, inbox messaging, pop-ups, onsite placements and promotional pages.
• Develop retention, reactivation, loyalty and promotional campaigns aligned with player lifecycle stages and commercial objectives.
• Manage segmentation, targeting, personalisation, automated journeys and campaign scheduling.
• Ensure CRM communications, offers and onsite experiences are consistent with each individual brand.

 
Promotions & Player Engagement

• Set up and manage bonuses, free spins, deposit offers, tournaments, leaderboards, lootboxes and other promotional mechanics from initial setup through to launch.
• Coordinate onsite CRM activity including promotional pages, banners, pop-ups, reward areas and campaign-related game placements.
• Identify opportunities for new campaigns, promotional mechanics and CRM features that can improve engagement, loyalty and player value.
• Coordinate localised CRM campaigns across different markets, ensuring content, currencies, languages, terms and eligibility requirements are correctly adapted.

 
Performance & Optimisation

• Monitor CRM performance across engagement, conversion, retention, reactivation, participation and revenue-related metrics.
• Plan and evaluate A/B tests covering messaging, offers, segmentation, timing and campaign mechanics.
• Analyse campaign and player data to identify trends, opportunities and areas for improvement.
• Apply campaign learnings to future activity and player lifecycle journeys.
• Maintain strong QA processes covering targeting, bonuses, tracking, links, content, localisation, scheduling and player journeys before launch.

 
Teamwork & Operations

• Work closely with Product, BI, VIP, Customer Support and other teams to coordinate campaigns and resolve operational or player-experience issues.
• Manage multiple campaigns, brands, markets and deadlines while maintaining clear processes and accurate execution.
• Ensure CRM activity complies with responsible gambling, regulatory, data protection and internal promotional requirements.
• Contribute to improvements across CRM processes, tools, automation, reporting, market launches and player engagement initiatives.

 
Requirements

• Previous experience in CRM, retention, lifecycle marketing or a similar role within the iGaming industry.
• Strong understanding of online casino CRM, player lifecycle management, promotions, bonuses and retention mechanics.
• Hands-on experience with CRM platforms, including campaign setup, segmentation, automated journeys and player communications.
• Experience with Smartico is considered an advantage.
• Experience working with email, SMS, onsite messaging, bonus systems, CMS platforms or gamification tools.
• Strong analytical skills with the ability to interpret campaign data and turn insights into actionable improvements.
• Excellent attention to detail, with strong campaign QA, organisational and project management skills.
• Strong writing and editing skills, with the ability to adapt communications for different brands, markets and player segments.
• Comfortable using AI tools to support content creation, translation, research and CRM workflow efficiency.
• Ability to manage multiple campaigns, brands, markets and deadlines in a fast-paced environment.
• Knowledge of responsible gambling, marketing compliance and data protection requirements within iGaming is an advantage.
• Multilingual skills or previous experience managing localised CRM campaigns across multiple markets is an advantage.