Overview
Veikkaus is a gaming company for every Finn, striving to be better in every aspect. Our passion is to drive better gaming so that our customers can enjoy every moment. Caring, teamwork, and courage are the values that guide everything we do. Responsibility is at the core of our operations. Our goal is to be a respected and successful international money gaming group that continuously improves while always putting both customers and employees first. For a better game — and working life.
Head of Customer & Loyalty
Lead omnichannel customer value, loyalty and lifecycle growth for millions of Finns during a once‑in‑a‑generation renewal of Finland’s gaming landscape. In this role, you will shape how Veikkaus builds meaningful customer relationships across digital and retail channels — increasing engagement, strengthening loyalty and growing long‑term customer value throughout the entire lifecycle.
This role sits at the intersection of analytics, CRM capability, customer insight, lifecycle strategy and commercial thinking. You will build the systems, processes and customer value concepts that drive measurable impact at scale, while bringing together cross‑functional teams around a shared, customer‑centric direction.
What success looks like after 12 months
- Higher activation, engagement and retention across key customer segments.
- A sharper customer value strategy driven by segmentation, behavioural insight and data.
- CRM and marketing technologies fully enabling modern, automated lifecycle operations.
- Scalable and repeatable processes for customer value creation and lifecycle marketing.
- A loyalty approach that improves results predictably and accelerates decision‑making.
You will thrive in this position if you have:
- Strong experience in customer loyalty, CRM, lifecycle marketing, retention or customer value strategy.
- Proven ability to develop loyalty or retention programs, benefit models or lifecycle propositions.
- Excellent analytical skills and experience applying insight to commercial decisions.
- Hands‑on experience with CRM, analytics and marketing technologies such as Power BI, Adobe or Google Analytics.
- Strong cross‑functional leadership and stakeholder management skills.
- Strategic thinking combined with practical execution capability.
- A relevant degree in marketing, business, analytics or similar; a master’s degree is considered an advantage.
- Fluent Finnish and excellent English.
Considered an advantage:
- Experience leading omnichannel customer development.
- Background working with segmentation‑driven lifecycle strategies.
- Experience in large‑scale consumer, retail or membership‑based brands.
We offer:
- A workplace where the game evolves – and so do you. You’ll face meaningful challenges and gain new skills while contributing to shared success – in Finland and beyond.
- Inspiring and supportive teammates you can rely on. The best ideas and world‑class entertainment are built together – and Veikkaus thrives because of its people.
- Balanced and inspiring work life. A good job should add something to life — but not be all of it.
- A senior, high‑visibility role shaping how millions of Finns experience Veikkaus across an omnichannel environment.
- Full CRM ownership and the opportunity to lead the next generation of lifecycle, loyalty and customer value creation.
- Comprehensive employee benefits: occupational health including dental care, physiotherapy, glasses support, ePassi sports & culture, and unique holiday locations in Saariselkä, Tahko and Vierumäki — plus much more.
- Competitive compensation including an annual bonus tied to company‑wide targets.
- You can read more about our benefits on our careers site.
It is important to us that everyone can come to work as their authentic selves. We value diverse backgrounds, skills, and perspectives, and believe that success comes from working in diverse teams. We encourage individuals from various backgrounds to apply.
The position is located at Veikkaus’ headquarters in Pohjois‑Haaga, Helsinki. We work in a hybrid model with three on‑site days per week, at least one of which is a Monday or Friday.
Interested?
Awesome! Please send your application with CV and salary request no later than 22.2.2026 . We review applications continuously and encourage you to apply early.
For any inquiries about the position, don’t hesitate to contact Tiia Nyholm, VP, Sales & Marketing by phone ( ) on 18.2.2026 between 12-13, or by email ( ).
There will be a drug test under Section 7 of the Act on the Protection of Privacy in Working Life (759/2004) conducted on the selected candidate.
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