CRM Manager
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Job Description
CRM Manager optimizing Optimove-based lifecycle marketing for Scientific Games’ lottery, sports betting, and iLottery businesses. Driving player engagement, retention, personalization, and jurisdiction ROI.
Responsibilities:
- Define lifecycle strategies across onboarding, activation, retention, reactivation, loyalty engagement, and churn prevention
- Develop test-and-learn roadmaps and optimization plans based on jurisdiction business objectives
- Translate customer behavior and business goals into actionable CRM recommendations
- Identify new engagement opportunities, audience strategies, and personalized lifecycle enhancements across jurisdictions
- Create, manage, and optimize automated and calendar-driven CRM programs that drive incremental activity and revenue across player lifecycle stages
- Develop workflows for email, push notifications, and other relevant channels tailored to player journeys
- Support onboarding of new jurisdictions and explain CRM capabilities, limitations, and best practices
- Act as an internal Optimove expert, including platform and technical components
- Support roadmap feature development and opportunity sizing
- Troubleshoot platform issues and recommend improvements
- Assist in evaluating new channels, products, and platform functionality
- Identify opportunities to improve engagement and retention across the platform and player base
- Leverage customer behavior, historic campaign performance, and channel analytics to guide strategy and optimize campaigns
- Partner with product teams on data mapping, segmentation initiatives, and attribution calculations
- Translate campaign and player behavior data into actionable business insights and strategic recommendations
- Support monthly, quarterly, and annual business reviews through performance analysis and optimization planning
- Partner with data, product, and analytics teams to understand customer attributes and targeting capabilities
- Validate audience eligibility logic and segmentation requirements
- Identify data gaps and recommend improvements to personalization and reporting
- Support documentation of customer data, attributes, and CRM-related business rules
- Partner cross-functionally with marketing, product, iLottery, and loyalty teams to deliver integrated campaigns
- Train and support loyalty CRM team members on Optimove usage, campaign development, and best practices
- Build relationships with internal stakeholders, clients, and external partners/vendors to align on business goals
Requirements:
- Proven experience in CRM, ideally within digital gaming, lottery, or consumer engagement industries
- Hands-on expertise with Optimove or similar CRM platforms; Optimove certifications a plus
- Familiarity with CRM data models, customer attributes, integrations, and marketing technology ecosystems
- Experience working with customer data, segmentation strategies, reporting, and marketing performance analysis
- Proficiency in building and executing automated workflows, segmentation, and personalization campaigns
- Excellent communication, collaboration, and stakeholder management skills
- Ability to manage multiple projects simultaneously with a focus on deadlines, quality, and measurable outcomes
- May be required to obtain gaming or other licenses, undergo background investigations or security checks, or meet standards dictated by law, regulation, or contracts
- Must consent to a due diligence/background investigation as a prerequisite to employment, to the extent permitted by law
Benefits:
- Equal Opportunity Employer
- Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions
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