Head of CRM & Player Marketing

Arena is a digital entertainment company building platforms people genuinely love. Since 2021, our portfolio has grown to include MetaWin, WOW Vegas, BetZoo Media, Hit.com, and Rolla, with further brands in development. Our teams operate across London, Malta, Gibraltar, and Miami.

We move fast, back bold ideas, and use data and technology to make smarter decisions at every level of the business. We are not constrained by legacy systems or conventional thinking, and player marketing is one of the most commercially important functions in how we grow and retain our player base.

About MetaWin

MetaWin is Arena's flagship casino brand, operating at the intersection of crypto gaming, community, and cutting-edge product. We are building something genuinely different in the casino space and the CRM and player marketing function is central to how we do it.

The Role

We are looking for an experienced, commercially driven Head of CRM & Player Marketing to lead player engagement, retention, loyalty, and lifecycle marketing across MetaWin. This is a senior leadership role with full ownership of the CRM strategy, customer lifecycle, loyalty programmes, and marketing automation infrastructure.

You will ensure we deliver highly personalised, data-driven experiences that maximise player retention, engagement, and lifetime value across the full player base. The ideal candidate combines strategic leadership with deep CRM expertise and a track record of operating within high-growth iGaming, casino, sportsbook, or crypto environments.

You will lead a dedicated team and work cross-functionally with Product, Engineering, Data, BI, and Marketing to ensure the CRM function is a genuine commercial engine for MetaWin.

What You Will Own

CRM and Retention Strategy

You will develop and execute a best-in-class CRM strategy across the entire player lifecycle, driving activation, retention, reactivation, VIP engagement, loyalty, and lifetime value growth. You will own the contact strategy, campaign calendar, and automation frameworks that keep players engaged at every stage of their journey with MetaWin.

CRM Automation and Personalisation

You will own Bloomreach Engagement and the wider CRM ecosystem, delivering automated, event-driven customer journeys and personalised player experiences across email, push, SMS, and on-site channels. You will continuously improve the automation layer to reduce manual dependency and increase the relevance and timeliness of every player communication.

Loyalty, VIP and Gamification

You will own the strategy and ongoing optimisation of MetaWin's rewards programmes, VIP initiatives, tournaments, leaderboards, cashback mechanics, missions, and promotional campaigns. Everything you build in this space should have a clear line to increased player engagement, retention, and revenue contribution.

Data-Driven Commercial Growth

You will use behavioural, transactional, and engagement data to build advanced segmentation frameworks, improve targeting precision, optimise player journeys, and identify commercial opportunities across the player base. Being analytically self-sufficient in this role is essential — you interrogate the data yourself and act on what it tells you.

Cross-Functional Collaboration

You will work closely with Product, Engineering, Data, BI, Customer Support, VIP, and Marketing teams to ensure CRM initiatives support wider business objectives and contribute positively to the overall player experience. You will be a strong internal advocate for the player, using CRM insight to influence product and commercial decisions.

Testing, AI and Innovation

You will build a culture of experimentation across the team, running structured A/B tests, optimising campaigns continuously, and actively exploring AI-driven personalisation tools and automation capabilities to keep MetaWin ahead of the curve in how it engages its players.

Team Leadership

You will lead, mentor, and develop a dedicated team of CRM specialists, campaign managers, and copywriters, building a high-performance culture focused on accountability, commercial outcomes, and continuous improvement.

What We Are Looking For

You will have significant experience leading CRM, retention, lifecycle marketing, or player marketing functions within iGaming, casino, sportsbook, crypto, fintech, or a comparable high-growth digital business. You will have a strong commercial understanding of player retention, loyalty, VIP management, customer lifetime value, and promotional strategy, alongside extensive hands-on experience with CRM and marketing automation platforms such as Bloomreach Engagement, Braze, Salesforce Marketing Cloud, Customer.io, Iterable, or similar.

You are technically and analytically capable, comfortable working with customer data, segmentation logic, automation workflows, event tracking, and CRM performance reporting. You are a proven leader who can influence senior stakeholders, align cross-functional teams, and build a high-performing CRM organisation. You are genuinely excited about the role AI and automation can play in improving personalisation, operational efficiency, and player engagement.

Nice to Have

Direct experience within crypto casino, sportsbook, iGaming, or Web3 environments is a strong advantage. Extensive experience with Bloomreach Engagement specifically, working knowledge of SQL, APIs, webhooks, or customer data platforms, experience implementing AI-driven personalisation and predictive CRM models, a track record of building or scaling VIP, loyalty, rewards, or gamification programmes, and close partnership experience with Product and Engineering teams on CRM infrastructure would all strengthen an application considerably.