VIP CRM Manager

Our client is the leading provider of gaming services in the Baltic States (Estonia, Latvia, and Lithuania), and operates casinos in Slovakia, Croatia, and Malta. As of 31 December 2020, our client operates 158 casinos with 2,200 employees in 6 countries.

Our client has a strong value-based organizational culture which stands for STARS – Service, Teamwork, Ambition, Responsibility, and Solutions.

The vision is to be the overwhelming first choice for multi-channel gaming entertainment in all the markets.

The mission is to provide the best possible gaming entertainment experience through first-class customer service and market-leading innovation and design.

As VIP CRM Manager you will be directly responsible for the high value customers lifecycle strategy across the Baltics markets. You will work closely with the Director of VIP and the main CRM Sportsbook and Gaming managers to ensure effective customer touchpoints, that is anything the high-value customers see, read or interact with.

You will be measured on your ability to impact top-line KPIs; your main objectives are to drive upsell, early life of VIP, cross-sell, churn prevention and reactivation tactics.

The role will work very closely with VIP Team, Product Team, CRM and Analytics in order to create a range of strategies to improve on all KPIs connected to high value customers performance.


The main responsibilities include but are not limited to:

• Manage and deliver high value customer communication and hyper-segmented campaigns to drive upsell, early life potential VIP retention and X-sell

• Use a data-driven approach in all lifecycle activities across all channels, ensuring ongoing analysis is carried out to determine the ROI, and continually tweak and improve lifecycle offers and player communications to maximize profitability among high value segments

• Manage and optimize player incentive’s budget for lifecycle activities and use data and overview from Analytics team to invest CRM spend in the right customer segments to drive upsell and minimize waste

• Drive optimization testing by experimenting with creatives, copy, audience, reward type and reward value

• Provide regular reporting to senior stakeholders on the success of local CRM lifecycle activities, demonstrating a deep understanding of what motivates high value customers

• Manage the volume of work within the VIP CRM team, cooperating with VIP CRM Coordinator, as well as the Mass Market CRM team, and supporting the team with anything necessary for the execution of the planned campaigns


  • iGaming experience is highly beneficial
  • At least two years of CRM experience including life cycle management
  • Excellent communication skills
  • Good understanding of player bonuses and incentives
  • Keen interest in Sports and Casino, that has a strong understanding of betting products
  • Good understanding of customer communication strategies
  • Fluent English skills (Spoken and written)
  • Estonian, Latvian language skills would be highly beneficial

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