Head of CRM

Head of CRM

Remote

We are looking for a Head of CRM on behalf of our client, a fast-growing online gaming operator expanding its portfolio of innovative entertainment products in the US market.

As the business prepares to launch a new vertical focused on Rips (digital pack opening) and Mystery Boxes, we are looking for an experienced Head of CRM to take ownership of the CRM and monetization strategy, drive player engagement, and build the foundations for long-term growth.

This is an exciting opportunity for a commercially minded CRM leader who combines strategic thinking with a hands-on approach and wants to play a key role in launching and scaling a new product vertical.

As Head of CRM - Rips & Mystery Boxes, you will lead the CRM function for a newly launching product vertical, taking responsibility for everything from developing the initial CRM strategy to executing campaigns, optimizing monetization, and building a dedicated team as the business scales.

You'll work closely with senior leadership and cross-functional teams across CRM, Product, Marketing, and Operations to create engaging player experiences and maximize commercial performance.

We're looking for someone who understands the commercial dynamics of rips, pack-opening products, mystery boxes, or similar social gaming experiences, knows what drives player engagement and spending, and is comfortable rolling up their sleeves to make things happen.

Responsibilities:

• Develop and own the end-to-end CRM and monetization strategy for the Rips & Mystery Boxes vertical, from initial launch through ongoing growth.

• Design and implement strategies to drive player engagement, retention, reactivation, purchase frequency, and revenue growth.

• Take ownership of CRM-related commercial KPIs, including promotional and bonus spend, campaign profitability, and player value.

• Develop targeted promotional mechanics, incentives, and personalized player journeys that maximize engagement and monetization.

• Identify opportunities to optimize the player lifecycle through segmentation, automation, and data-driven communication strategies.

• Support the expansion of the product into additional US markets, adapting CRM initiatives to different player segments and market requirements.

• Lead the planning, development, and execution of CRM campaigns across relevant channels, including email, push notifications, and onsite communications.
• Take a hands-on role in setting up CRM processes, campaigns, player journeys, and testing during the initial launch phase.
• Develop automated lifecycle campaigns covering onboarding, engagement, retention, reactivation, and loyalty.
• Oversee promotional calendars, campaign budgets, and execution timelines.
• Continuously test and optimize campaigns, promotional mechanics, and communication strategies to improve performance.
• Collaborate closely with Product and Development teams to ensure CRM functionality, tracking, and player journeys are implemented effectively.

• Define, monitor, and optimize key CRM and monetization metrics, including retention, conversion, purchase frequency, player lifetime value, and promotional ROI.

• Analyze player behavior and campaign performance to identify commercial opportunities and areas for improvement.

• Implement structured reporting and testing frameworks to support data-driven decision-making.

• Manage promotional budgets and ensure efficient allocation of incentives to maximize commercial returns.

• Translate performance insights into actionable recommendations for senior management.

• Take ownership of the CRM function for the new vertical, initially working with existing CRM resources and gradually building a dedicated team.
• Lead, mentor, and develop CRM team members as the business expands.
• Work closely with senior leadership to align CRM and monetization initiatives with wider commercial objectives.
• Collaborate with Marketing, Product, Analytics, and Operations to ensure a seamless player experience.
• Establish scalable CRM processes, workflows, and best practices to support future growth.

Requirements:

• Proven experience in a senior CRM, Monetization, or Commercial role, ideally at Head of or Senior Manager level.

• Strong understanding of Rips, Mystery Boxes, digital pack-opening products, or closely related social gaming and monetization models.

• Demonstrated success in developing CRM strategies that drive retention, engagement, revenue, and player lifetime value.

• Commercial mindset with experience managing promotional budgets, bonus spend, and monetization KPIs.

• Hands-on experience with CRM campaign management, lifecycle marketing, segmentation, automation, and performance optimization.

• Strong analytical skills and the ability to translate player data into effective commercial strategies.

• Experience leading CRM teams or the ability to build and develop a function from an early stage.

• Comfortable operating in a fast-paced, entrepreneurial environment, balancing strategic leadership with day-to-day execution.

• Excellent communication and stakeholder management skills, with the ability to collaborate across international teams.

• Proactive, adaptable, and solutions-oriented, with a strong sense of ownership.

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