Head of CRM

The Role

We are looking for a Head of CRM for the Betsson Georgia brand who will be responsible for defining and executing the company’s customer lifecycle strategy. This role owns all player communications, incentives, and retention activities across both mass (ATL) and targeted (BTL) campaigns. It combines strategic planning with hands-on campaign execution, ensuring continuous optimization of customer engagement, retention, and lifetime value.

Key Responsibilities:

• Lead the planning and execution of ATL (mass) and BTL (segmented) CRM campaigns;

• Develop player segmentation and personalized lifecycle journeys (onboarding, retention, reactivation, VIP, churn prevention);

• Monitor campaign performance and continuously optimize through A/B testing and data analysis;

• Own and manage the CRM budget, ensuring strong ROI and cost efficiency;

• Define and track key CRM KPIs (retention, reactivation, LTV, ROI, engagement);

• Build, lead, and develop a high-performing CRM team;

• Collaborate with Product, Commercial, and Tech teams to align CRM strategy with business goals;

• Establish a test-and-learn culture with continuous performance improvement.

Requirements:

• 4–6+ years of CRM / lifecycle marketing experience (iGaming, betting, or similar digital industries);

• 2–3+ years in a leadership role managing teams;

• Proven experience with both mass and targeted campaign execution;

• Hands-on experience with CRM/marketing automation tools (e.g., Optimove, Salesforce Marketing Cloud, Braze);

• Strong analytical and data-driven mindset; experience with reporting and performance optimization;

• Experience managing and optimizing marketing/CRM budgets;

• Excellent communication and stakeholder management skills;

• Bachelor’s degree in a relevant field (MBA is a plus).

Nice to have:

• Experience in Georgian / CIS betting markets;

• Knowledge of gambling regulations;

• Multilingual (Georgian, English).

We offer

We offer working in fast growing business with professional management teams and value driven challenging and development oriented organisational culture. Here we have non-formal, creative and comfortable environment. If you enjoy diversity and fast pace then you are right person for this position and in this case there is the right environment provided for you to fulfil your potential.

APPLY:

If you feel you have what it takes to be successful in this role, don't hesitate to apply. Since we will be interviewing candidates continuously send your application as soon as possible to be included in the recruitment process.