CRM Lead - Casino/iGaming
About Us
We’re a digital entertainment company building modern, high-growth online platforms people genuinely enjoy using. Since 2021, we’ve scaled quickly across social casino, gaming and interactive entertainment, with teams operating from London, Malta, Gibraltar and Miami.
We prioritise innovative technology, decentralised where possible, and build with an AI-first mindset to deliver high-quality, player-centric experiences. Free from legacy systems and slow decision-making, we move fast, test aggressively, and focus on what drives commercial performance.
Role Overview
This is a high-impact CRM Lead role with full ownership of the CRM, engagement and promotional strategy for one of our core social casino brands.
This is not a campaign delivery role. You will define the CRM vision, proposition framework, promotional strategy, lifecycle architecture and commercial roadmap. You will decide what we offer players, how we segment them, how we monetise them, and how we retain them long-term.
You will be responsible for retention, reactivation, LTV and ARPU growth, with real autonomy to shape strategy, mechanics, promotions and communications. This role is ideal for an experienced casino CRM leader who wants control, scale, and the opportunity to build a best-in-class player engagement engine from the ground up.
Strong casino or social casino CRM experience is essential.
Key Responsibilities
CRM Strategy, Propositions & Growth
Own the end-to-end CRM and player engagement strategy for a high-growth social casino brand.
Define and evolve the promotional and proposition framework that drives sustained player value.
Build a scalable, commercially driven CRM ecosystem that delivers measurable revenue impact.
Build the full lifecycle strategy: onboarding, engagement, monetisation, loyalty and win-back.
Set the strategic direction for how players are segmented, targeted, and monetised.
Promotions & Player Engagement
Lead the design of compelling promotions and engagement mechanics.
Own the promotional calendar (daily, weekly, seasonal and event-driven).
Continuously evolve propositions to keep gameplay fresh, competitive and commercially strong.
Use structured testing to optimise mechanics, offer types, frequency, and positioning.
Raise the creative and commercial standard of player communications.
Customer Insight & Commercial Optimisation
Own segmentation strategy, value tiers, and behavioural clustering.
Use data to identify monetisation, retention and reactivation opportunities.
Translate player behaviour into actionable CRM and promotional strategies.
Define player-level value models and lifecycle triggers.
Ensure insight-led decision making across CRM.
CRM Ecosystem & Automation
Build advanced automation workflows, journeys and triggers.
Introduce new engagement channels and formats.
Drive operational efficiency and CRM execution quality.
Campaigns, Journeys & Channels
Define the structure and standards for multi-channel CRM across outbound and onsite.
Build personalised journeys that increase engagement, monetisation and loyalty.
Set the strategic framework for content, formats and cadence.
Ensure CRM output is consistently high-quality and commercially focused.
Leadership & Ownership
Lead, mentor and scale a high-performing CRM team.
Set clear expectations, standards and accountability.
Act as the internal authority on player engagement and retention.
Performance, Reporting & Accountability
Define KPIs tied to revenue, LTV, ARPU, retention and reactivation.
Own CRM revenue attribution and ROI measurement.
Deliver commercial insights and recommendations to senior stakeholders.
Drive continuous improvement through testing and optimisation.
Qualifications & Skills
Required
CRM leadership experience within casino or social casino.
Proven track record of owning promotional and proposition strategies.
Strong commercial mindset with measurable impact on LTV, ARPU and retention.
Hands-on experience with CRM platforms and automation tools.
Deep understanding of player lifecycle models and monetisation mechanics.
Advanced segmentation, targeting and behavioural analytics experience.
Highly proactive, independent operator who takes full ownership.
Excellent stakeholder management and communication skills.
Preferred
Experience in social casino or free-to-play gaming.
Experience working in high-growth or product-led businesses.
Knowledge of HTML/CSS for email editing.
Experience with multi-brand or multi-market CRM strategies.
Why You Will Love Working at Arena
Arena is where ambitious thinkers and doers break away from corporate hierarchies to create innovative digital experiences.
Lead projects end-to-end and see the direct impact of your work
Work on products used by a global audience
Operate in a fast-moving environment with the freedom to make decisions
Grow professionally while exploring new skills and opportunities
Bring your ideas to life and influence the direction of products and platforms
Collaborate with teams across multiple countries
- Our brands
- WOW Vegas
- Locations
- Miami, London
