Head of CRM – Retention

This is a fully remote position, open to applicants in Brazil.

📋 Description

• Develop and execute a detailed CRM and retention strategy tailored for the Brazilian market, ensuring alignment with the company's commercial goals and growth objectives.

• Assume complete responsibility for CRM and retention operations, encompassing player onboarding, activation, engagement, loyalty, churn prevention, and reactivation efforts.

• Lead, manage, and nurture high-performing CRM and Retention teams, setting clear objectives, performance benchmarks, and operational procedures.

• Create and implement player retention strategies aimed at enhancing engagement, minimizing churn, boosting player lifetime value, and fostering long-term loyalty.

• Supervise multichannel CRM campaigns that utilize email, SMS, push notifications, in-app messaging, and other pertinent communication channels.

• Formulate player segmentation and personalization strategies based on behavior, preferences, value, and lifecycle stages.

• Design, implement, and refine automated player journeys and targeted communication strategies throughout the customer lifecycle.

• Manage loyalty programs, promotional campaigns, bonus strategies, and player incentives while balancing engagement with profitability.

• Develop initiatives focused on churn prevention and reactivation to enhance retention and regain inactive customers.

• Oversee CRM and retention budgets, including promotional expenses, ensuring measurable returns on investment.

• Define, track, and optimize key performance indicators such as retention rates, churn, reactivation, player lifetime value, engagement, campaign ROI, and bonus efficiency.

• Promote continuous improvement through A/B testing, player behavior analysis, predictive modeling, and data-driven campaign optimization.

• Manage CRM platforms, marketing automation tools, and retention technologies.

• Collaborate with Marketing, VIP, Product, Business Intelligence, Customer Support, Payments, and Compliance teams.

• Analyze market trends, competitor retention strategies, and Brazilian player behavior to pinpoint growth opportunities.

• Ensure adherence to Brazilian gambling regulations, data protection standards, responsible gaming principles, and internal policies.

• Provide regular performance reports, strategic insights, and recommendations to senior management.

⛳️ Requirements

• Extensive experience in CRM and player retention within the B2C iGaming sector, ideally with an online casino and/or sportsbook operator.

• Proven track record in a senior leadership role, such as Head of CRM & Retention, CRM Director, Head of Retention, or a similar position.

• Direct experience managing CRM and retention initiatives for the Brazilian B2C iGaming market is critical.

• In-depth understanding of Brazilian player behavior, local market dynamics, and the regulatory landscape.

• Demonstrated success in crafting and executing retention strategies that enhance player loyalty, engagement, and lifetime value.

• Strong expertise in player lifecycle management, segmentation, personalization, loyalty programs, churn prevention, and reactivation efforts.

• Proven experience in managing multichannel CRM campaigns and automated player journeys.

• Practical experience with CRM and marketing automation platforms used in iGaming, such as Optimove, Fast Track, Xtremepush, or similar solutions.

• Experience in developing and managing promotional strategies, bonus budgets, and loyalty initiatives while ensuring commercial profitability.

• Strong analytical skills, including experience with customer data analysis, A/B testing, retention modeling, and performance optimization.

• Excellent understanding of CRM and retention KPIs, including retention rates, churn, reactivation, LTV, engagement, and ROI.

• Proven capability to lead and develop multidisciplinary CRM and Retention teams.

• Strong commercial awareness, leadership, communication, and stakeholder management abilities.

• Ability to blend strategic leadership with a hands-on, results-driven approach.

• Solid understanding of responsible gaming, player protection, and relevant data protection requirements.

• Fluent English is a must.

• Proficiency in Portuguese is highly desirable.

🏝️ Benefits

• Competitive salary and performance-based bonuses.

• Opportunities for professional development and career advancement.

• A dynamic and inclusive work environment.

• Comprehensive health and wellness benefits.

• Flexible working arrangements.