Head of Customer Relationship Management

2 weeks ago

Toronto, Ontario, Canada Entain Full time
Head of Customer Relationship Management

We're Entain. Powered by our very own technology and building products that push boundaries, Entain is home to a global family of more than 30+ well-known brands and over 29,000 people, but we all play for the same team. When we win, we win together.

Our vision is to be the world number one in betting, gaming and interactive entertainment by bringing moments of excitement into people's lives. We will achieve this through our focus on sustainability and growth, driving change in the fast-paced world of entertainment.

We are seeking an innovative and results-driven leader to step into the role of Head of Customer Relationship Management (CRM), Canada. In this high-impact position, you will spearhead CRM strategies for our premier brands, Sports Interaction and Party Casino, driving customer engagement and loyalty to new heights.

About the Role

As our Head of CRM for our Canadian Brands, you will be a visionary and data-driven leader responsible for elevating our multi-brand customer retention efforts in the fast-paced and dynamic iGaming industry. This pivotal role will shape the way we connect with our players by enhancing loyalty, boosting retention, and maximizing lifetime value.

In this role, you will oversee a team of 5 directs to execute the impactful CRM strategy that you'll set. Under your guidance, the team will design and execute targeted campaigns, lifecycle automation, and bonus reward strategies. Ensuring regulatory compliance and driving innovation in player engagement strategies will be at the heart of your responsibilities. You'll work collaboratively with cross-functional stakeholders to deliver exceptional, personalized player experiences that set our brands apart. You'll also work closely with the regional CRM teams to share learnings, best practices, and innovation.

Key Responsibilities:

Strategic Leadership
  • Design and execute CRM strategies focused on customer acquisition, retention, reactivation, and win-back efforts.
  • Develop a multi-channel approach using email, SMS, push notifications, and in-app messaging to maximize ROI.
  • Leverage data and player insights to drive retention and cross-sell opportunities across gaming verticals.
  • Manage the generous rewards budget strategically to deliver positive ROI and an outstanding player experience.
  • Build, mentor, and lead a high-performing Canada CRM team with a culture of accountability and innovation.
  • Set clear goals and KPIs, ensuring alignment with organizational priorities.
Campaign Management
  • Plan and oversee lifecycle campaigns, including bonus offers, loyalty rewards, and cross-promotions.
  • Lead efforts to improve the evolution and excellence of our written CRM communications, working with dedicated resources to improve email templates, content, composition, copywriting, etc.
  • Create reactivation strategies for lapsed players and optimize messaging through A/B testing.
  • Monitor campaign performance and adjust tactics dynamically to meet KPIs.
  • Implement segmentation strategies to deliver tailored incentives for key player segments, including VIPs and new sign-ups.
  • Collaborate with teams to refine player engagement and align CRM activities with business objectives.
Analytics, Reporting & Compliance
  • Track and report key metrics such as retention rates, churn, ARPU, and CLV.
  • Use advanced analytics and predictive modeling to optimize performance and identify revenue opportunities in collaboration with the CRM intelligence and insights team.
  • Ensure adherence to iGaming regulations and responsible gaming practices in all CRM initiatives.
  • Explore and implement advanced tools for automation and personalization.

Stay informed on industry trends and incorporate them into CRM strategies to enhance player experiences.

Specialist Skills and ExperienceDesired Attributes:Technical Skills
  • Proficiency in CRM platforms and marketing automation tools.
  • Strong skills in data analytics, segmentation, and personalization techniques.
  • Demonstrated ability to lead and mentor high-performing teams.
  • Exceptional communication and project management skills.
  • Collaborative mindset to engage cross-functional teams and stakeholders effectively.
Industry Knowledge
  • Experience leading and managing loyalty programs for B2C organizations, focused on customer engagement and retention.
  • Ideal candidate will have familiarity with iGaming regulations, responsible gaming practices, and player behavior trends.
Soft Skills
  • Excellent communication and presentation skills, with the ability to articulate CRM strategies and results to diverse audiences.
  • Creative problem-solving skills and a proactive approach to innovation.
  • Customer-focused mindset, with a passion for delivering exceptional player experiences.
Qualifications:
  • Bachelor's degree in Marketing, Business Administration, or related field; MBA preferred.
  • 7+ years of CRM experience with 3+ years in leadership, ideally in the iGaming industry, or in an award/bonus incented B2C industry.
  • Proven track record in player retention, engagement, and reactivation campaigns.

Diversity and Equal Opportunities:

As a global employer, Entain is committed to providing a safe, fun, and inclusive culture where our people feel like they truly belong.

Where appropriate, we will make reasonable adjustments to ensure the application process and role is fair for all candidates.

We are a multicultural business that values, celebrates, and respects individual differences, so whatever your sexuality, gender, gender identity, ability, age, race, religion, or belief, you will have a voice here, and the space to do your best work.

Our diverse internal networks provide the support for you to express your views and make a positive difference.

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