Senior CRM Manager

About the Role

We are looking for a Senior CRM Manager to join our growing CRM team. This is an exciting opportunity for an experienced CRM professional who combines strategic thinking with operational excellence and is ready to take ownership of high-impact CRM initiatives within the iGaming industry.

As a PressEnter Senior CRM Manager , you are a driver of business performance and a steward of CRM marketing best practice. You will lead complex CRM programmes, influence decision-making at leadership level, and empower the wider CRM team to deliver exceptional customer experiences at scale.

Working closely with the CRM Team Lead, Product, Commercial, Analytics, Design, Content, and Operations teams, you will play a key role in shaping CRM strategy, optimising player engagement, and driving long-term customer value. You will also act as the direct line of support for the CRM Team Lead, representing the CRM function when required.

Key Responsibilities

CRM Strategy & Leadership

Define and lead high-impact CRM initiatives that align with business and departmental objectives.

Own and manage end-to-end CRM programmes based on timed events, promotions, and customer lifecycle requirements.

Translate business goals into actionable CRM strategies, campaign roadmaps, and measurable initiatives.

Drive innovation by identifying opportunities to improve CRM performance, automation, and customer journeys.

Act as the direct line of support for the CRM Team Lead and represent the CRM function during cross-functional planning and decision-making where required

Campaign Ownership & Execution

Lead the planning, execution, and optimisation of CRM campaigns across email, SMS, onsite messaging, and other customer communication channels.

Ensure campaigns are delivered accurately, on time, and in line with commercial objectives.

Oversee campaign quality, segmentation, targeting, and personalisation to maximise player engagement and retention.

Collaborate with Design, Content, Product, Compliance, and Analytics teams to ensure seamless campaign delivery.

Performance & Commercial Optimisation

Monitor campaign and programme performance, analysing key CRM metrics to identify opportunities for improvement.

Use customer insights, segmentation, and behavioural data to optimise lifecycle journeys and retention strategies.

Apply a strong commercial mindset by linking CRM activity to business performance and financial outcomes.

Drive continuous optimisation through testing, experimentation, and data-driven decision making.

Team Development & Cross-Functional Collaboration

Coach and mentor junior CRM team members through structured feedback, knowledge sharing, and development planning.

Support the development of repeatable CRM processes, best practices, and operational frameworks.

Partner closely with leadership, Product, Commercial, Operations, and Analytics teams to ensure CRM initiatives support wider business objectives.

Build strong stakeholder relationships and confidently communicate CRM priorities, progress, and recommendations.

What Success Looks Like

CRM initiatives consistently deliver measurable business impact and support strategic company objectives.

High-impact CRM programmes are executed successfully, on time, and to a consistently high standard.

You are trusted by senior leadership and peers for your insight, accountability, and commercial judgment.

Repeatable CRM processes and frameworks improve team efficiency and campaign quality.

Junior team members develop through your mentorship, guidance, and support.

You proactively challenge the status quo, introducing innovative ideas backed by customer insights and data.

Requirements

Essential

Fluent English language skills.

Minimum 3 years' experience working as a CRM Manager or in a similar CRM leadership role.

Proven track record of delivering successful CRM campaigns, lifecycle programmes, and customer journeys.

Strong strategic and hands-on knowledge of player segmentation, bonuses, incentives, and retention strategies.

Demonstrated ability to set direction, influence stakeholders, and operate effectively in fast-paced, evolving environments.

Strong commercial awareness with the ability to connect CRM activity to financial and business performance.

Experience coaching, mentoring, or developing junior team members.

Excellent communication and presentation skills with confidence engaging senior stakeholders.

Hands-on experience using CRM platforms such as Fast Track, Optimove, Smartico, Braze , or similar CRM solutions.

Strong analytical mindset with experience interpreting campaign performance and customer data.

Desirable

Previous experience within the iGaming, online casino, or sports betting industry.

Experience writing or reviewing CRM copy in Finnish.

Experience working specifically with Fast Track CRM .

Who You Are

A confident and thoughtful CRM professional who inspires trust and consistently delivers results.

Strategic in your thinking while remaining hands-on in day-to-day operations.

Commercially minded with a passion for customer engagement and retention.

Passionate about teamwork, continuous improvement, and operational excellence.

A collaborative cross-functional partner who enjoys influencing beyond the CRM team.

Curious, future-focused, and excited by emerging technologies while remaining grounded in proven CRM best practices.

Comfortable working in a fast-paced, data-driven environment with multiple priorities.

What We Offer

Competitive salary and benefits package.

Career progression within CRM, Retention, and Lifecycle Marketing.

Ongoing training and professional development.

International and collaborative working environment.

Hybrid working options.