CRM & Marketing Automation Manager

Veikkaus Group; Helsinki; Hybrid; EUR 90,000 - 120,000; Full time

Benefits offered by this job

Occupational health services

ePassi sports & culture

Holiday locations Saariselkä, Tahko, 4

Hybrid work model

Job summary

Veikkaus is seeking an experienced Manager, CRM & Marketing Automation to lead the automation development within the Customer & Loyalty team, part of the Lottery & Land-based Games unit. You will own the CRM automation roadmap, focusing on data, targeting, and platform capabilities, while collaborating across lifecycle marketing, analytics, and technology.

Based at Veikkaus’ headquarters in Helsinki with a hybrid model (three on-site days per week, at least one Monday/Friday).

Qualifications

• Strong hands-on experience with CRM and marketing automation platforms including segmentation, targeting and lifecycle journeys.
• Ability to connect data and technical capabilities with customer and business needs.
• Knowledge of CRM best practices and willingness to challenge existing ways of working.
• Curiosity about automation, personalisation and practical AI applications.
• Excellent communication in Finnish or English; Finnish fluency preferred, English accepted.

Responsibilities

• Own and shape the CRM automation roadmap and drive its implementation.
• Build and optimise automated journeys, segmentation, targeting and testing using customer data.
• Explore opportunities in personalisation, AI and CRM platform capabilities.
• Develop scalable processes and ways of working to improve CRM performance.
• Share expertise to improve team usage of CRM capabilities.

Skills

CRM platforms

Marketing automation

Segmentation

Lifecycle journeys

Data analysis

AI/personalisation

Tools

Optimove

Adobe Campaign

Job description

Are you passionate about making CRM smarter, more effective and more automated? Do you enjoy exploring what data, technology and AI can make possible, turning ideas into practical solutions and helping others get more out of the tools they use?

At Veikkaus, we're looking for an experienced CRM and marketing automation professional who is excited to take ownership of our automation development and help shape the future of how we engage with our customers.

About the role

As Manager, CRM & Marketing Automation, you'll join our Customer & Loyalty team within the Lottery & Land-based Games business unit in a senior, hands-on role combining technical CRM expertise, analytical thinking and business understanding.

You'll own and shape the direction of our CRM automation development, bringing fresh perspectives and best practices, setting priorities and driving our roadmap forward. Your focus will be on data, targeting, automation logic and platform capabilities, working closely with colleagues across lifecycle marketing, analytics and technology.

With Optimove as our CRM platform, we're looking to take the next steps in automation, personalisation and AI. You don't need to have all the answers, but we value curiosity, initiative and a passion for making things work better.

This permanent, full-time role is based at Veikkaus’ headquarters in Pohjois-Haaga, Helsinki. Our hybrid model includes three on-site days per week, with at least one on a Monday or Friday.

What you'll get to work on

• Translate business needs and opportunities into a clear CRM automation roadmap and drive its implementation.
• Build and optimise automated journeys, segmentation, targeting and testing using customer data and insights.
• Explore new opportunities in personalisation, AI and CRM platform capabilities.
• Develop scalable processes and ways of working that improve efficiency and CRM performance.
• Share your expertise and help the team make better use of our CRM capabilities.

What success looks like after 12 months

• We have a clear, actively progressing CRM automation roadmap aligned with business priorities.
• New automated journeys and CRM use cases are driving customer engagement, retention and sales.
• Our CRM platform is used more effectively, with less manual work and more opportunities for personalisation and optimisation.
• Testing, continuous improvement and knowledge sharing are part of our everyday work.

You'll thrive in this role if you have

• Strong hands-on experience with CRM and marketing automation platforms, including segmentation, targeting, lifecycle journeys and optimisation.
• Ability to connect data and technical capabilities with customer and business needs.
• A strong point of view on CRM best practices, with the confidence and initiative to challenge existing ways of working and drive development forward.
• Curiosity about automation, personalisation and practical applications of AI.
• Excellent communication skills in Finnish or English. Fluency in Finnish is preferred, but fluent English is also accepted.
• Experience with Optimove, Adobe Campaign or similar platforms is a strong advantage.

Is this the right role for you?

You'll likely enjoy this role if you love exploring new possibilities, taking ownership and turning ideas into practical improvements. You're curious, proactive and enjoy sharing knowledge with others.

This role might be less suitable for you if you prefer focusing on content or campaign execution, following established processes or working only on clearly defined tasks rather than driving development forward.

If you get excited about making CRM work smarter and want to see your ideas turn into real improvements, we'd love to hear from you

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.
• Excellent employee benefits, including extensive occupational health services (dental care, physiotherapy, glasses support), ePassi sports & culture, and unique holiday locations in Saariselkä, Tahko and Vierumäki — plus much more.
• 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.

A drug test under Section 7 of the Act on the Protection of Privacy in Working Life (759/2004) will be conducted on the selected candidate.