CRM Lead (Early Life)

Igameers; Greater London; On-site; GBP 45,000 - 65,000; Full time

Benefits offered by this job

25 days annual leave

Health insurance

Volunteering days

Home office allowance

Wellness or Gym allowance

Flexi-block policy for working abroad

Job summary

Bally’s Intralot is seeking a proactive Campaign Development professional to drive customer engagement across UK ventures. You’ll own welcome journeys, lifecycle messaging, and cross-channel campaigns, using data and segmentation to optimise outcomes and ROI.

You will collaborate with CRM, Marketing, and Insights teams, mentoring juniors and driving initiatives from idea through delivery, while aligning with responsible gambling policies and the broader growth strategy.

Qualifications

• Experience developing and delivering lifecycle campaigns to a high standard.
• Experience in B2C marketing within a multi-brand business.
• Experience in the gaming industry.
• Good understanding of commercial objectives and ROI.
• Strong planning and multitasking skills.

Responsibilities

• Plan and support cross-channel customer communication strategies with segmentation.
• Lead Early Life activity and welcome journeys with Marketing.
• Own high-priority campaigns from idea to delivery and measure impact.
• Use insight models to target messages at the right time and channel.
• Monitor KPIs, report results, and drive continuous improvement.
• Collaborate with CRM, MarTech, and Insights teams and mentor juniors.
• Align Early Life and retention with wider sports, iGaming, and cross-sell strategies.

Skills

Lifecycle marketing

Campaign management

Data-driven marketing

Cross-functional collaboration

Customer journey optimization

Tools

Braze

Job description

Bally’s Intralot is a newly formed company established through the combination of Intralot and Bally’s International Interactive, positioning the group as a top iGaming operator and a leading global provider of lottery solutions.

Bally’s Intralot is uniquely positioned across digital online gaming markets, lottery, iLottery, and sports betting. Operating at the intersection of technology, regulation, and entertainment. We are optimally positioned to capitalise on strong global growth trends driven by digital adoption and regulatory expansion across lottery and iGaming markets.

Well, What About the Team?

We’re looking for a proactive and creative individual to join our UK Campaign Development team, helping to drive player engagement and retention across the customer journey. From welcome journeys and player onboarding to incentivised opt-ins, you’ll play a key role in developing campaigns that deliver results and keep players engaged.

You’ll be comfortable working autonomously, bringing new ideas to the table and using customer data and insights to identify opportunities and recommend the next best steps. With a balance of creative thinking and analytical skills, you’ll work closely with the wider CRM and Player Engagement teams to improve campaign performance, drive ROI and deliver meaningful customer experiences, always in line with our Responsible Gambling policies and procedures.

So, What Will You Be Doing?

• Planning and supporting a cross-channel customer communication strategy, using segmentation and profiling to deliver OKR and KPI targets.
• Creating and briefing Early Life activity, working with Marketing to deliver content.
• Leading complex, high-priority activity (e.g. welcome journeys, cross-sell, market launches, rebrands), ensuring campaigns support strategic and commercial objectives.
• Using insight and segmentation models to send the right message to the right user, at the right time, on the right channel.
• Monitoring and reporting on campaign performance and KPIs, driving continuous improvement and deciding next steps.
• Delivering promotional activity that improves CSAT scores via the customer survey programme.
• Keeping up to date with trends and complete market research to propose new ideas, mechanics, and flow developments.
• Leading projects from idea to delivery, collaborating with CRM and wider teams, including working outside BAU and stepping up to leadership opportunities.
• Working with the CRM Manager (Early Life and Retention) to strategise, lead and develop Early Life campaigns across all UK ventures.
• Owning the Early Life lifecycle end to end, proactively shaping direction and spotting opportunities with minimal oversight. Align Early Life and retention activity with wider strategy (sports, iGaming, cross-sell, reactivation), recognising how early experiences drive long-term value.
• Implementing plans in line with the strategy set by the Head of CRM Campaign Development, CRM Manager (Early Life and Retention) and CRM Executive (Retention).
• Working with the CRM Manager (Early Life and Retention) and Activation team on structured testing plans, including A/B testing, and use a CRM results tracker to monitor, evaluate and optimise all activity.
• Supporting the Activation team in tracking promotional spend, with ownership of performance and value for money.
• Adopting best practice to reduce errors and customer contacts to CS, briefing CS and PX regularly on activity.
• Improving CRM systems and ways of working, using AI and automation to streamline reporting, analysis and workflow.
• Communicating campaign progress and results to stakeholders, acting as a champion for Early Life.
• Leading cross-functional discussions with MarTech and Insights, and mentoring junior colleagues.

And What Will You Need?

• Experience developing and delivering effective lifecycle campaigns to a high standard.
• Relevant B2C marketing experience within a multi-brand business.
• Experience in the gaming industry.
• Experience using Braze would be an advantage, but isn’t essential.
• A good understanding of commercial objectives and how marketing drives results.
• Strong organisational and planning skills, with the ability to manage multiple projects effectively.
• Comfortable working at pace and adapting to changing priorities.
• A proactive, motivated approach with a genuine interest in data-driven marketing.
• Excellent communication skills and the ability to work collaboratively with others to achieve shared goals.
• A data-focused mindset, with strong analytical and reporting skills and a focus on ROI.
• A keen eye for detail and a commitment to delivering high-quality work.
• Enthusiastic, self-motivated and always looking for ways to improve.

What Benefits Will You Get?

• 25 days annual leave, plus the bank holiday allowance.
• Health insurance.
• Volunteering days.
• Home office allowance.
• Wellness or Gym allowance.
• Flexi-block policy allowing you to work abroad for up to four weeks a year.

DNA / Values

At Bally’s Intralot we are driven by a set of core values that we like to call our DNA. We strive to embody our DNA and keep them at the heart of everything we do!

We Win as One, we succeed together - across every location and every function. We collaborate openly, raise each other up, and share the wins. We're Powered by Curiosity, we ask questions, challenge assumptions and make space to learn and innovate. We have Fun with Purpose, we bring creativity, energy and joy to how we work and what we deliver, because when people enjoy what they do, the work is better for everyone. Our teams Embrace the Possibility, when opportunity appears, we act. When the unexpected hits, we adapt. We don’t wait for change - we move towards it. At Bally's Intralot, we Guard the Game, we protect what matters most, fair play for our players, integrity for our partners, and accountability in everything we do.

Equal Opportunities

At Bally’s Intralot, we are committed to promoting equal opportunities in employment and working conditions. Diversity, Equity and Inclusion are important to us, and we encourage a culture where everyone can be themselves at work. We believe passionately that employing a diverse workforce is central to our success, this is our superpower.

We do not discriminate against employees or job applicants on the basis of race, colour, nationality, ethnic or national origin, age, sex or sexual orientation, gender reassignment, religion or belief, marital or civil partner status, pregnancy or maternity, political opinion or disability.