Director CRM | iGaming | Casino

Pentasia is partnering with a fast-growing, licensed online casino operator to identify a Director of CRM, Loyalty & Player Reinvestment.This is a high-impact leadership role responsible for shaping and executing the strategic vision across customer lifecycle management, retention, loyalty programs, and player reinvestment. The successful candidate will own how promotional spend is deployed across the player base ensuring optimal balance between engagement, profitability, and long-term player value.This position sits at the intersection of marketing, analytics, and commercial strategy, offering significant ownership and influence within a scaling organization.Key ResponsibilitiesCRM & Lifecycle StrategyOwn end-to-end customer lifecycle strategy from acquisition through long-term retentionDesign and optimize lifecycle journeys including onboarding, first-to-second deposit conversion, engagement, churn prevention, and reactivationDefine promotional cadence, trigger-based journeys, and reinvestment thresholdsContinuously analyze performance to improve retention and player lifetime valuePlayer Reinvestment StrategyLead the overall framework for promotional reinvestment and bonus allocationDevelop clear strategies for distributing incentives across segments and value tiersEstablish governance for all promotional mechanics including bonuses, free spins, free play, and loyalty incentivesBalance generosity with commercial sustainability and profitabilitySegmentation & Offer GovernanceDevelop sophisticated player segmentation frameworks aligned with value and behaviorDefine eligibility criteria for campaigns, rewards, and VIP treatmentsEnsure reinvestment is efficiently directed toward high-value and high-potential playersPartner with data teams to enhance predictive modeling and value scoringImplement controls to reduce bonus abuse and optimize spend efficiencyLoyalty & VIP StrategyDesign and evolve loyalty and VIP programs, including tier structures and reward systemsOptimize engagement, retention, and player experience within VIP segmentsCollaborate with VIP and customer teams to enhance service models and retention outcomesDrive continuous improvement based on player behavior and program economicsBonus Economics & Budget ManagementOwn CRM and reinvestment budgets in collaboration with Finance and MarketingDevelop forecasting models and performance frameworks for promotional spendMonitor key metrics including bonus cost, redemption, bonus drag, and ROIEnsure reinvestment strategies support both short-term revenue and long-term value growthCampaign Strategy & Execution OversightTranslate strategy into clear campaign briefs for operational teamsDefine targeting, offer structures, objectives, and success metricsEnsure delivery aligns with broader lifecycle and player value strategyCross-Functional CollaborationPartner with Acquisition, Product, Analytics, VIP, Compliance, and Operations teamsAlign CRM strategies with business goals and product roadmap prioritiesSupport responsible gaming initiatives through eligibility and segmentation frameworksEnsure compliance with regulatory requirements across all promotionsRequirementsEssential Experience5+ years in CRM, lifecycle marketing, retention, or loyalty2+ years leading CRM strategy, loyalty programs, or reinvestment functionsProven experience developing customer lifecycle and segmentation strategiesStrong understanding of player value, retention economics, and LTVExperience managing budgets and measuring campaign profitabilityAdvanced analytical skills with ability to interpret behavioral and performance dataPreferred ExperienceBackground in iGaming, online casino, sports betting, or similar regulated/subscription industriesFamiliarity with key gaming KPIs (GGR, NGR, bonus cost, retention, LTV, etc.)Experience designing and scaling loyalty or VIP programsExposure to CRM platforms such as XtremePush or similar toolsUnderstanding of responsible gaming frameworks and regulatory environmentsKey CompetenciesStrategic thinker with strong commercial acumenData-driven decision maker with attention to detailStrong communicator capable of translating strategy into executionHighly collaborative with the ability to influence stakeholdersComfortable operating in a fast-paced, high-growth environmentSuccess MetricsPerformance in this role will be measured across:Player retention (30/60/90 day)Deposit conversion rates (FTD to repeat)Reinvestment ROI and incremental revenueBonus efficiency and cost controlChurn reduction and reactivation successLoyalty and VIP engagement levelsGrowth in overall player lifetime valueWhy Apply?This is a rare opportunity to take ownership of CRM and reinvestment strategy within a high-growth operator. You will play a pivotal role in shaping how the business acquires, engages, and retains its player base while directly influencing long-term profitability and customer value.Strong Base+Bonus+Options