CRM Lifecycle Manager

  • Location: Sliema
  • Salary: €35,000 pa
  • Type: Permanent
  • Job reference: 20926


Very well recognized betting and gaming company based in Malta is now looking for a CRM Executive to join their team in


The CRM lifecycle operation aims at optimising players’ activity, revenue, bonus cost, segments engagement for all company´s brands through a combination of retention automation, data modelling, life stage segmentation and campaigns optimisation leveraging existing tools such as Optimove, platforms automation features assisted by data warehouse and analytical team

Always looking for improving player effective engagement, the CRM Lifecycle Manager will be dedicated to building customer journeys to interact on a 1-1 basis with customers. You will define, develop and manage the automation retention execution for all brands (CRM and VIP) including partner brands, overseeing and monitoring the execution within the brands while ensuring these communications remain in sync with the monthly CRM/VIP promotional/campaign calendar across our various brands and services. You will analyse and report on the additional revenues generated through all lifecycle initiatives.

The CRM lifecycle Manager will work closely with Brands CRM, central VIPs, Brand Developers, and Tech Team to develop an integrated (system and technology) customer journey.


  • Accountable for the lifecycle activity performance and the ROI evaluation against established customer value KPIs

  • Owning the A/B and/or multivariate tests to optimize campaigns quality and performance

  • Owner of Optimove (automated retention platform) maintenance, development, training and implementation of new features

  • Involved in all Brand campaigns planning and operations to optimise conversion, retention, churn prevention, reactivation optimisation activities

  • Leading the collaboration with the in-house Data/Platform to replicate Lifecycle process for Brands not using Optimove

  • Accountable for the reach of funnels optimisation metrics within established quarterly customer segments revenue KPIs

  • Drive the ROI of customer incentives/bonus and rewards versus increasing customer life time value within the lifecycle journey context

  • Developing and implementing personalised multichannel, segmented life stage campaigns with a strong focus on Players lifecycle journeys based on player behaviours modelling

  • Monitor, analyse and continually refine the performance of automated behavioural and value-triggered propositions

  • Ensure an optimized use of all the channels (emailing, SMS, onsite, telemarketing, apps etc.) within the customer lifecycle context

  • Coordinate and provide visibility to all internal stakeholders (design CRM/VIP, copywriters, DW, Business Intelligence, integrators, Optimove team)

  • Establish KPIs reporting Optimove funnels and reflection of business KPIs

  • As a customer advocate within our business, elaborate data-driven and customer-oriented recommendations for Brands and VIP team to ensure the highest quality interactions with the customer across all lifecycle channels

  • Collaborate with IT & BI teams to ensure data availability & activities' reports


  • Establish efficient communication channels with brands team, partner brands, VIP team, Optimove team for effective running of lifecycle activities

  • Regular update communication on ongoing Lifecycle activities to relevant stake holders

  • Communicate lifecycle plans and successes internally to ensure coordination across channels, function, departments

  • KPIs, Campaigns ROI communication and insight sharing with to relevant stakeholders

  • Monthly strategic and operational meeting with brand owners and relevant stake holders for activities planning and KPIs insight

  • Monthly reporting on lifecycle activities based on a clear test and learn program

  • Developing & sharing best practise with in-house and partner brands through regular meetings, workshops


  • Working with Tech team and Data warehouse to align infrastructure for optimal Lifecycle output

  • Working with brand development team to ensure synergy in tools/technology used within brands operations

  • Working with Acquisition team to optimise automated lifecycle funnels

  • Working with product team to enhance vertical proposition within the communication funnels

  • Working with Brands, CS, CRM, P&F to deliver optimal customer experience.

  • Working closely with Optimove to ensure optimal services and cost optimisation


  • An analytical mindset

  • Strong organisational skills, excellent time management and experience of balancing multiple projects essential

  • Strong time management skills

  • Great understanding of a customer’s lifecycle

  • Knowledge about bonuses and able to calculate bonus costs

  • Detail orientated

  • Effective communication skills (both written and verbal) with the ability to tailor your dialogue and delivery to cater for a variety of audiences

  • Ability to prioritize tasks and manage deadlines for large, multi-phase projects

  • iGaming industry preferred, CRM experience essential

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