CRM Lead - Casino/iGaming

Arenaentertainment; City of London; On-site; GBP 50,000 - 70,000; Full time

Job summary

A digital entertainment company in London is seeking a CRM Lead to build and innovate their CRM ecosystem. The successful candidate will develop strategies for customer retention and engagement while overseeing segmentation and performance reporting. Experience with CRM platforms and a strong commercial mindset are essential for this fast-paced role. The position offers opportunities to lead impactful projects in a dynamic environment.

Benefits

Innovative work environment

Opportunity for impact on global products

Professional growth opportunities

Qualifications

• Experience building a CRM ecosystem.
• Proven track record in driving customer retention and engagement.
• Ability to design and optimize campaigns across multiple channels.

Responsibilities

• Develop integrated CRM strategy focused on retention and engagement.
• Lead automated customer lifecycle programs.
• Oversee segmentation and customer insights for growth opportunities.

Skills

Strong commercial mindset

Hands-on experience with CRM platforms

Strong analytical skills

Excellent communication skills

Creative thinker

Team management experience

Tools

CRM platforms

Marketing automation tools

HTML/CSS

Job description

About Arena

Arena is a fast-moving digital entertainment company creating platforms people genuinely love. Since 2021, we have launched bold brands including MetaWin, WOW Vegas, BetZoo Media, Hit.com and Rolla, with more on the way.

We operate globally from London, Malta, Gibraltar and Miami, combining the agility of a startup with the scale of a high-growth technology company. Free from legacy systems, we innovate fast and think big.

Arena is the place for self-starters who want to break away from corporate processes, take ownership of meaningful work, and build products that make a real impact.

What You Will Do

A brand-new role for a CRM Lead responsible for building our CRM ecosystem from the ground up. This role is ideal for a commercial, energetic, and creative CRM specialist who thrives in a fast-paced environment and wants to shape the future of customer engagement within our digital entertainment brands.

You will lead the CRM strategy, automation, lifecycle journeys, and commercial performance. With a focus on customer retention, upsell, cross-sell and long-term value, this role is perfect for someone who wants to go far beyond campaign delivery and lead the evolution of CRM across multiple channels and audiences.
Experience in casino or gaming marketing is preferred but not essential.

Key Responsibilities

Strategy & Growth

• Develop an integrated CRM strategy focused on retention, engagement, upsell, and cross-sell.

• Build a scalable CRM ecosystem that drives measurable commercial impact.

• Lead the creation of automated customer lifecycle programmes from onboarding to reactivation.

Customer Insight & Data

• Oversee segmentation, customer insights, and audience targeting.

• Ensure data quality, compliance, and the use of insights to identify growth opportunities.

• Translate behavioural insights into actionable commercial strategies.

CRM Ecosystem & Automation

• Manage CRM platforms (e.g., Bloomreach) and related marketing automation tools.

• Drive continuous optimisation of automation workflows, journeys, and operational processes.

• Explore and implement new CRM channels to reach new audiences.

Campaigns, Journeys & Channels

• Design, test, and optimise multi-channel CRM campaigns across both outbound and onsite

• Build personalised customer journeys that increase engagement and lifetime value.

• Experiment with new communication formats to keep experiences fresh and engaging.

Collaboration & Leadership

• Work closely with marketing, product, technology, design, and analytics teams to deliver a unified customer experience.

• Lead and mentor CRM team members, fostering creativity and high performance.

• Ensure CRM activity aligns with brand guidelines and commercial objectives.

Performance & Reporting

• Establish KPIs and measure CRM performance, revenue contribution, and ROI.

• Produce clear reports and insights for senior stakeholders.

• Apply a test-and-learn approach to drive continuous improvement.

Qualifications & Skills

Required

• Strong commercial mindset with a track record of revenue-focused CRM delivery.

• Hands-on experience with CRM platforms and marketing automation tools.

• Strong analytical skills and comfort working with segmentation, data, and insights.

• Excellent communication skills and the ability to influence stakeholders.

• Creative thinker with fresh ideas and the energy to drive innovation.

• Experience managing teams or mentoring junior CRM staff.

Preferred

• Understanding of multi-vertical customer journeys and retention models.

• Knowledge of HTML/CSS for email editing.

• Experience in casino, gaming, or digital entertainment.

Who You Are

• Entrepreneurial, proactive and resourceful
• Comfortable navigating ambiguity and wearing multiple hats
• Outcome-focused rather than process-bound
• Commercially savvy and user-focused
• Experienced in [specific skills/stack for the role] with a proven track record of delivering results

Why You Will Love Working at Arena

• Arena is where ambitious thinkers and doers break away from corporate hierarchies to create innovative digital experiences.
• Lead projects end-to-end and see the direct impact of your work
• Work on products used by a global audience
• Operate in a fast-moving environment with the freedom to make decisions
• Grow professionally while exploring new skills and opportunities
• Bring your ideas to life and influence the direction of products and platforms
• Collaborate with teams across multiple countries