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 Responsibilities
CRM & Lifecycle Strategy

Own end-to-end customer lifecycle strategy from acquisition through long-term retention

Design and optimize lifecycle journeys including onboarding, first-to-second deposit conversion, engagement, churn prevention, and reactivation

Define promotional cadence, trigger-based journeys, and reinvestment thresholds

Continuously analyze performance to improve retention and player lifetime value

Player Reinvestment Strategy

Lead the overall framework for promotional reinvestment and bonus allocation

Develop clear strategies for distributing incentives across segments and value tiers

Establish governance for all promotional mechanics including bonuses, free spins, free play, and loyalty incentives

Balance generosity with commercial sustainability and profitability

Develop sophisticated player segmentation frameworks aligned with value and behavior

Define eligibility criteria for campaigns, rewards, and VIP treatments

Ensure reinvestment is efficiently directed toward high-value and high-potential players

Partner with data teams to enhance predictive modeling and value scoring

Implement controls to reduce bonus abuse and optimize spend efficiency

Loyalty & VIP Strategy

Design and evolve loyalty and VIP programs, including tier structures and reward systems

Optimize engagement, retention, and player experience within VIP segments

Collaborate with VIP and customer teams to enhance service models and retention outcomes

Drive continuous improvement based on player behavior and program economics

Bonus Economics & Budget Management

Own CRM and reinvestment budgets in collaboration with Finance and Marketing

Develop forecasting models and performance frameworks for promotional spend

Monitor key metrics including bonus cost, redemption, bonus drag, and ROI

Ensure reinvestment strategies support both short-term revenue and long-term value growth

Translate strategy into clear campaign briefs for operational teams

Define targeting, offer structures, objectives, and success metrics

Ensure delivery aligns with broader lifecycle and player value strategy

Cross-Functional Collaboration

Partner with Acquisition, Product, Analytics, VIP, Compliance, and Operations teams

Align CRM strategies with business goals and product roadmap priorities

Support responsible gaming initiatives through eligibility and segmentation frameworks

Ensure compliance with regulatory requirements across all promotions

Requirements

5+ years in CRM, lifecycle marketing, retention, or loyalty

2+ years leading CRM strategy, loyalty programs, or reinvestment functions

Proven experience developing customer lifecycle and segmentation strategies

Strong understanding of player value, retention economics, and LTV

Experience managing budgets and measuring campaign profitability

Advanced analytical skills with ability to interpret behavioral and performance data

Preferred Experience

Background in iGaming, online casino, sports betting, or similar regulated/subscription industries

Familiarity with key gaming KPIs (GGR, NGR, bonus cost, retention, LTV, etc.)

Experience designing and scaling loyalty or VIP programs

Exposure to CRM platforms such as XtremePush or similar tools

Understanding of responsible gaming frameworks and regulatory environments

Strategic thinker with strong commercial acumen

Data-driven decision maker with attention to detail

Strong communicator capable of translating strategy into execution

Highly collaborative with the ability to influence stakeholders

Comfortable operating in a fast-paced, high-growth environment

Success Metrics
Performance in this role will be measured across:

Deposit conversion rates (FTD to repeat)

Reinvestment ROI and incremental revenue

Bonus efficiency and cost control

Churn reduction and reactivation success

Loyalty and VIP engagement levels

Growth in overall player lifetime value

Why 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.

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