Pentasia is partnering with a fast-growing, licensed online casino operator to identify a Director of CRM, Loyalty & Player Reinvestment. This is a high-impact leadership role responsible for shaping and executing the strategic vision across customer lifecycle management, retention, loyalty programs, and player reinvestment. The successful candidate will own how promotional spend is deployed across the player base ensuring optimal balance between engagement, profitability, and long-term player value. This position sits at the intersection of marketing, analytics, and commercial strategy, offering significant ownership and influence within a scaling organization. Key Responsibilities CRM & Lifecycle Strategy Own end-to-end customer lifecycle strategy from acquisition through long-term retention Design and optimize lifecycle journeys including onboarding, first-to-second deposit conversion, engagement, churn prevention, and reactivation Define promotional cadence, trigger-based journeys, and reinvestment thresholds Continuously analyze performance to improve retention and player lifetime value Player Reinvestment Strategy Lead the overall framework for promotional reinvestment and bonus allocation Develop clear strategies for distributing incentives across segments and value tiers Establish governance for all promotional mechanics including bonuses, free spins, free play, and loyalty incentives Balance generosity with commercial sustainability and profitability Segmentation & Offer Governance Develop sophisticated player segmentation frameworks aligned with value and behavior Define eligibility criteria for campaigns, rewards, and VIP treatments Ensure reinvestment is efficiently directed toward high-value and high-potential players Partner with data teams to enhance predictive modeling and value scoring Implement controls to reduce bonus abuse and optimize spend efficiency Loyalty & VIP Strategy Design and evolve loyalty and VIP programs, including tier structures and reward systems Optimize engagement, retention, and player experience within VIP segments Collaborate with VIP and customer teams to enhance service models and retention outcomes Drive continuous improvement based on player behavior and program economics Bonus Economics & Budget Management Own CRM and reinvestment budgets in collaboration with Finance and Marketing Develop forecasting models and performance frameworks for promotional spend Monitor key metrics including bonus cost, redemption, bonus drag, and ROI Ensure reinvestment strategies support both short-term revenue and long-term value growth Campaign Strategy & Execution Oversight Translate strategy into clear campaign briefs for operational teams Define targeting, offer structures, objectives, and success metrics Ensure delivery aligns with broader lifecycle and player value strategy Cross-Functional Collaboration Partner with Acquisition, Product, Analytics, VIP, Compliance, and Operations teams Align CRM strategies with business goals and product roadmap priorities Support responsible gaming initiatives through eligibility and segmentation frameworks Ensure compliance with regulatory requirements across all promotions Requirements Essential Experience 5+ years in CRM, lifecycle marketing, retention, or loyalty 2+ years leading CRM strategy, loyalty programs, or reinvestment functions Proven experience developing customer lifecycle and segmentation strategies Strong understanding of player value, retention economics, and LTV Experience managing budgets and measuring campaign profitability Advanced analytical skills with ability to interpret behavioral and performance data Preferred Experience Background in iGaming, online casino, sports betting, or similar regulated/subscription industries Familiarity with key gaming KPIs (GGR, NGR, bonus cost, retention, LTV, etc.) Experience designing and scaling loyalty or VIP programs Exposure to CRM platforms such as XtremePush or similar tools Understanding of responsible gaming frameworks and regulatory environments Key Competencies Strategic thinker with strong commercial acumen Data-driven decision maker with attention to detail Strong communicator capable of translating strategy into execution Highly collaborative with the ability to influence stakeholders Comfortable operating in a fast-paced, high-growth environment Success Metrics Performance in this role will be measured across: Player retention (30/60/90 day) Deposit conversion rates (FTD to repeat) Reinvestment ROI and incremental revenue Bonus efficiency and cost control Churn reduction and reactivation success Loyalty and VIP engagement levels Growth in overall player lifetime value Why Apply? This is a rare opportunity to take ownership of CRM and reinvestment strategy within a high-growth operator. You will play a pivotal role in shaping how the business acquires, engages, and retains its player base while directly influencing long-term profitability and customer value

My client, a fast-growing US gaming operator, is seeking a Director of Database Marketing to join their leadership team at a newly developed casino property. This is a high-priority, business-critical hire supporting the transformation of a marketing function within a property currently operating in a temporary facility while a major permanent resort is under construction. The successful candidate will play a key role in shaping the long-term customer strategy ahead of full-scale operations. This is an opportunity for a strategic database marketing leader to step into a highly visible role, working directly with executive leadership and influencing reinvestment, lifecycle marketing, and overall revenue performance. Key Responsibilities Own and lead the database marketing strategy, with a strong focus on reinvestment optimization and player lifecycle management Develop and execute data-driven, targeted marketing campaigns across channels including Direct Mail, Email, SMS, and VIP programs Oversee the end-to-end database marketing function, including segmentation, campaign execution, analytics, and performance optimization Drive customer acquisition, retention, and loyalty strategies using advanced data insights Manage and improve database integrity, usability, and campaign effectiveness Lead campaign analysis, including ROI, player value, and revenue trends, making recommendations to senior leadership Produce executive-level reporting, forecasting models, and performance insights Collaborate cross-functionally with Marketing, IT, and senior leadership to align strategies Oversee budgeting, reinvestment strategy, and financial planning for database marketing initiatives Build, mentor, and lead a high-performing team (Manager, Specialist, Analyst) Candidate Profile Proven experience as a strategic database marketing leader, not just execution-focused Strong expertise in player reinvestment strategy and lifecycle marketing Demonstrated experience managing marketing budgets and driving ROI Background in casino gaming, loyalty marketing, or data-driven environments Exposure to online gaming (iGaming) or digital-first environments is highly desirable, bringing more advanced segmentation and personalization approaches Experience supporting new property openings or major business transformations is a plus Requirements 5+ years’ experience in casino database marketing, CRM, or gaming analytics Strong technical skills including SQL and database querying Experience in campaign analytics, reporting, and customer segmentation Proven ability in forecasting, budgeting, and performance modeling Strong leadership, communication, and stakeholder management skills Bachelor’s degree in Marketing, Business, Analytics, Computer Science, or a related field Why Apply? Join at a pivotal stage of property development and expansion Take ownership of a critical, high-visibility marketing function Work directly with senior leadership to shape customer and revenue strategy Opportunity to build and evolve a best-in-class database marketing function Strong Base + Bonus & Relocation Package

About the Role My iGaming client is seeking a Director of Analytics & Business Intelligence to lead and scale their data function within a high-growth, regulated digital gaming environment. This is a hands-on leadership role responsible for driving analytics strategy, delivering actionable insights, and partnering cross-functionally with Product, Marketing, Finance, Operations, and Professional Services. The successful candidate will serve as a key advisor to senior leadership, translating complex data into clear, commercially impactful decisions. Key Responsibilities Analytics Strategy & Governance Define and execute the analytics vision, strategy, and roadmap aligned to business objectives Establish and maintain robust data governance frameworks to ensure accuracy, integrity, and consistency Partner with technology teams on data infrastructure, owning the analytics and insight layer Act as a subject matter expert on analytics best practices and responsible data usage Translate complex data into clear, actionable insights for executive stakeholders Player & Marketing Analytics Lead analysis of customer behavior, segmentation, lifecycle performance, and LTV modelling Drive insights on acquisition, retention, and engagement strategies Oversee reporting on digital marketing performance, loyalty programs, and ROI metrics Collaborate with marketing and product teams to optimise campaign effectiveness Financial & Operational Analytics Support budgeting, forecasting, and financial planning processes Develop KPIs, dashboards, and reporting frameworks to drive business performance Deliver insights that connect operational performance to revenue outcomes Provide cross-functional analytical support across key business areas Compliance & Risk Analytics Partner with compliance teams to identify potential fraud and AML risks through data analysis Ensure all analytics outputs meet regulatory and compliance requirements Professional Services Support Provide client-facing teams with market intelligence, benchmarking, and performance insights Develop standardized reporting, ROI frameworks, and dashboards to support client engagements Enable data-driven storytelling to support client acquisition and retention Leadership & Team Development Build, lead, and mentor a high-performing analytics team Establish workflows, prioritization models, and quality standards Drive a culture of curiosity, accountability, and commercial focus Scale team capability in line with business growth Requirements Experience 7+ years in data analytics or a related field, with at least 3 years in a leadership role Proven experience in igaming Proven experience owning and leading an analytics function Strong experience in customer analytics, including segmentation and LTV modelling Track record of presenting insights to executive and board-level stakeholders Experience in high-growth or scaling environments is highly desirable Exposure to multi-partner ecosystems, loyalty programs, or P&L analytics is advantageous Education Bachelor’s degree in a relevant field (e.g., Economics, Business, Statistics, Engineering) Master’s degree preferred Skills & Competencies Strategic mindset: Ability to translate business problems into analytical solutions Technical expertise: Strong SQL skills; experience with BI tools (e.g., Power BI); advanced Excel Additional tools: Experience with Python, R, or similar is a plus Communication: Ability to simplify complex insights for non-technical audiences Leadership: Proven ability to build, manage, and develop teams Business acumen: Solid understanding of financial metrics, ROI, and revenue drivers Collaboration: Strong cross-functional stakeholder management skills Data governance: Deep understanding of data quality, integrity, and best practices Why Apply? Opportunity to lead a high-impact analytics function within a growing digital business Strategic, visible role with direct exposure to executive leadership Chance to shape data-driven decision-making across multiple business functions Build and scale a team in a dynamic and evolving environment