CRM Conversion Specialist

At Excelsior Works - the team behind Betty.com - we’re building a modern iGaming experience that values fairness, simplicity, and real human connection.

Growth doesn’t come only from bringing new players in - it comes from helping them find the right experience, at the right moment, across the right product. That’s why we’re hiring a CRM Conversion Specialist to drive acquisition conversion, design smart cross-sell journeys, and build retention mechanics that move players through our portfolio with purpose.

This role blends campaign execution, segmentation and experimentation, and performance analysis - because great CRM isn’t “sending messages.” It’s building a system that converts, learns, and scales.

What you’ll do:

Acquisition & Cross-Sell Campaign Ownership (Core Responsibility)

Plan, execute, optimize, and monitor CRM campaigns with a strong focus on cross-selling users across our brand portfolio and supporting acquisition funnels.

Build lifecycle journeys that improve early engagement, activation, and first-to-second conversion moments.

Track user movement between brands and identify what drives (or blocks) cross-brand engagement.

Segmentation & Targeting

Segment customer databases to target new users and cross-brand audiences with relevant, timely messaging.

Continuously refine audiences based on behavior, value, and engagement signals.

Testing & Optimization

Run A/B tests and structured experiments to optimize messaging, timing, offers, and channels for acquisition conversion.

Use results to improve performance - and turn learnings into repeatable playbooks.

Messaging, Templates & Creative Execution

Build and manage communication templates for email, push notifications, SMS, and more - tailored to acquisition and cross-sell journeys.

Create campaign content and visual assets aligned with acquisition goals and brand positioning (bonus points if you enjoy light design work).

Reporting, Ops & Quality Control

Track campaign performance and report on KPIs related to conversion and cross-brand engagement.

Ensure CRM system accuracy and manage daily operational tasks related to acquisition and cross-sell campaigns.

Perform QA checks on CRM communications to ensure consistency, accuracy, and compliance across brands.

Insight & Continuous Improvement

Identify customer behavior trends across brands and recommend optimizations to improve acquisition efficiency and cross-sell performance.

Bring ideas - we want someone who improves the system, not just runs it.

What we’re looking for:

Minimum 1 year of experience in CRM, marketing, or digital campaigns (iGaming is a plus, not a must).

Strong understanding of acquisition metrics and conversion optimization.

Experience with CRM tools (Optimove or similar platforms).

Understanding of gamification and incentives to encourage early engagement.

Strong analytical skills (Excel / Google Sheets; comfortable working with performance data).

Excellent written and verbal communication skills.

Detail-oriented, organized, and able to prioritize in a fast-moving environment.

Willingness to learn and grow in the iGaming space.

Nice to have:

Experience with email marketing tools, push/SMS platforms, and customer segmentation

Content creation and basic design tools (Canva, Photoshop, etc.)

Basic HTML knowledge

Why join us:

Competitive salary

Discretionary bonus

Premium health insurance

Career and skills development opportunities

Fun and collaborative team environment

If this sounds like your next step - we’d love to hear from you!