CRM Manager (Lifecycle Growth)

About Us

Playlink is an innovative iGaming company offering a comprehensive suite of crypto-focused products, including sportsbook and casino experiences. By combining cutting-edge technology with a deep understanding of the crypto space, we aim to revolutionise the betting and gaming experience for a global audience.

Our mission is to create the most effortless and accessible betting and gaming entertainment experience, delivering innovation and personalisation at every touchpoint.

Our vision is to become a leading player in the betting industry by combining seamless user experiences with groundbreaking personalisation and community-driven engagement.

Whether it’s through competitive sportsbook offerings or immersive casino gameplay, we are dedicated to creating a unique and engaging platform. Join us in shaping the future of crypto iGaming.

The Role

We are looking for a Lifecycle Growth Manager to own player engagement, retention, and monetization across the full customer lifecycle. This is not a traditional CRM role. You will own the full lifecycle marketing function end-to-end, from strategy and campaign ideation through to execution, analysis, and optimization. You will define what we should run, why it matters, and what success looks like, then bring it to life.

Responsibilities

Lifecycle Strategy & Campaigns

Own lifecycle marketing across email, SMS, and in-platform messaging

Design player journeys:

Onboarding and activation (FTD into repeat deposit)

Retention and reactivation

Churn prevention

Develop campaign concepts that drive engagement and revenue, not just sends

Product Marketing Integration

Partner with Casino and Sportsbook teams to turn product features, events, and releases into compelling campaigns

Translate games, promotions, and platform features into clear player-facing value propositions

Experimentation & Growth

Define hypotheses for all campaigns > what are we testing and why?

Forecast expected outcomes (conversion, retention, NGR impact)

Run A/B tests across offers, messaging, segmentation, timing

Continuously iterate based on results

Analytics & Performance Ownership

Own performance of lifecycle campaigns:

Conversion rates

Retention (D7, D14, D30)

NGR / LTV impact

Analyze results and translate into clear insights and next actions

Identify high-potential players and emerging VIPs within the retail base

Segmentation & Personalization

Define player segments based on behavior, value, and lifecycle stage

Drive personalized experiences that maximize engagement and profitability

Campaign Execution & Delivery

Build and deploy CRM campaigns directly within platforms (email, SMS, in-product messaging)

Own campaign QA, scheduling, and launch

Ensure campaigns are executed accurately and on time

Required Experience & Skills

Experience

4–7 years in CRM, lifecycle, or growth marketing

Experience in iGaming, crypto, gaming, or high-frequency consumer platforms preferred

Proven track record of running experiments and driving measurable outcomes

Skillset

Strong analytical mindset (comfortable with data, Excel/Sheets required; SQL a plus)

Ability to connect product features to marketing campaigns

Strong understanding of customer lifecycle and retention mechanics

Experience with CRM platforms (e.g., Smartico, Optimove, FastTrack, Braze, etc.)

Traits

Self-starter who can operate with autonomy

Commercial thinker focused on revenue and efficiency

Curious, experimental, and highly iterative

Builder mindset: you create systems, not just campaigns