Description We’re looking for a trailblazer. As Director of Casino CRM, you won’t just manage lifecycle programs—you’ll redefine what’s possible in player engagement. You’ll own the end-to-end CRM strategy and operations for our casino vertical, with a mission to drive player retention, loyalty, and lifetime value through data-driven insights, breakthrough thinking, and seamless cross-channel execution. Reporting directly to the VP of Casino, this is a senior leadership role that requires a mix of strategic vision, deep CRM expertise, and strong cross-functional collaboration across our customer growth function, product, analytics, creative, and acquisition teams. You’ll lead the evolution of our player journeys, building personalization at scale that delivers impact—and delights customers. If you’re excited by the idea of reshaping CRM in a fast-paced, high-growth environment—and building something exceptional, this is the role for you. Key Responsibilities Strategy & Vision Define and lead the casino CRM strategy, aligned to growth, retention, reactivation and profitability goals. Champion lifecycle marketing and segmentation frameworks that enhance player value across key cohorts and touchpoints, from casual players through to VIP’s. Set and manage the Casino CRM roadmap, balancing quick wins with long-term infrastructure investments. Execution & Optimization Oversee campaign planning, execution, and performance management across all CRM channels (email, SMS, push, in-app, on-site). Ensure a rigorous test-and-learn culture, constantly iterating on segmentation, timing, creative, and channel mix. Collaborate closely with Creative, Promotions, Product, and Acquisition to ensure a seamless, on-brand customer experience. Data & Insights Own CRM performance reporting and attribution; translate insights into action. Partner with Data and Analytics teams to refine KPIs such as player conversion, ARPU, LTV, churn, and reactivation. Influence product and central support functions to ensure the CRM tech stack and data infrastructure evolves to support the delivery of the Casino CRM Strategy. Leadership & Collaboration Lead and grow our existing CRM function - making it a world class team in both the development and execution of the CRM strategy. Represent the voice of the player in each of their lifecycle stages across the business — shaping product, proposition, and promotional strategies. Support cross-sell initiatives across sportsbook, casino, and other brand verticals in the wider Fanatics eco-system. About You 7 years in CRM, retention marketing, or lifecycle management—ideally in gaming, e-commerce, or a digital-first consumer brand. Demonstrated success in developing and scaling CRM strategies that deliver measurable revenue uplift. Proficient in CRM platforms (e.g., XP, Segment.io, Optimove, Salesforce), segmentation models, and bonus budget management. Data-driven and analytical; comfortable setting and owning KPIs and reporting at the exec level. Hands-on leader who can zoom in on tactical execution and zoom out to define strategy. Strong communicator and collaborator, adept at working with cross-functional teams.