Head of CRM

Grace Gaming; Manchester; On-site; GBP 90,000 - 130,000; Full time

Job summary

Grace Media, a gaming operator with offices in Manchester, seeks a seasoned Head of CRM to own the full customer lifecycle for both casino and sportsbook. You will lead the CRM department, optimise retention, promotions and communications, and work cross-functionally to maximise player value within a responsible gambling framework.

The role requires deep iGaming CRM expertise, comfort with AI-driven personalisation, predictive segmentation and a data-driven approach, with a focus on UK markets

Qualifications

• Proven experience in a CRM role within iGaming, across casino and sportsbook.
• Experience using AI-powered personalisation, predictive segmentation, or ML to improve CRM performance.
• Strong knowledge of UKGC regulations and responsible gambling in CRM, promotions, and communications.
• Hands-on experience with CRM, email marketing, and campaign management platforms.
• Strong analytical skills with large datasets to drive decisions.

Responsibilities

• Design and execute a full CRM flow to maximise player lifetime value across casino and sportsbook.
• Lead, mentor and scale the CRM team while developing future leaders.
• Collaborate with Product, Analytics and Customer Support to deliver best-in-class player experiences.
• Monitor KPIs like ARPU, churn, ROI and bonus costs; run continuous testing for subject lines and incentives.
• Ensure compliant and responsible communications and on-site messaging across all channels.

Skills

CRM strategy

iGaming CRM

AI-driven personalisation

Predictive segmentation

UKGC regulations

CRM platforms

Data analysis

Lifecycle marketing

Multi-channel campaigns

Leadership

Job description

Grace Media is an innovative and exciting gaming operator, and we are looking for a vibrant CRM professional ready to take the next step in their career. Come and join the team in our Manchester office, based in Ancoats.

As Head of CRM, you will own the full customer lifecycle across both casino and sportsbook products, from acquisition through to retention, reactivation, and responsible engagement. You will manage and develop the CRM department, driving optimisation of player retention, promotions, and communications across all channels.

You will be a key strategic voice in the business, working cross-functionally with Product, Analytics, and Customer Support to ensure we deliver the best possible player experience and maximise lifetime value, all within a compliant and responsible gambling framework.

The ideal candidate will combine deep iGaming CRM expertise with a modern, data-driven approach, be comfortable with AI-assisted personalisation, predictive segmentation, and continuous testing, as well as having a genuine commitment to safer gambling principles.

Responsibilities

Strategy & Execution

Design and execute a full CRM flow to maximise player lifetime value across both casino and sportsbook products. Segment the database to control promo spend and increase ROI, as well as increasing product cross-sell within the rules and regulations of the UKGC. Ensure at all times that all player communications and onsite messaging are compliant and follow all best practices.

The focus of this role will be UK-targeted, with a view to expand into international and other regulated territories in the future.

AI, Personalisation & Innovation

Champion the use of AI-driven tools and automation to deliver personalised, dynamic customer journeys at scale. Additionally, harness AI to automate and improve all areas of the role, including reporting, onsite design, and player messaging.

Collaborate with other departments, including Product, Analytics, and Customer Support, to ensure that the product being delivered by the company is best in class and is moving forward to continue to drive gameplay on the network.

Team Leadership & Collaboration

Lead, mentor, and scale the CRM team to perform at their highest ability, as well as nurture the team to grow and develop into the next generation of leaders within the department.

Liaise with third-party providers to ensure that products that we are receiving are up-to-date and the best that these third parties have to offer. Keep the department at the forefront of technology and what is available on the market, and help drive such possibilities internally.

Analytics & ROI

Monitor and report on key metrics including ARPU, churn rate, ROI, and bonus cost percentages. Run continuous testing frameworks for subject lines, creative assets, incentives, and send times.

Experience And Skills

• Proven experience in a CRM role within iGaming, with a strong track record across both casino and sportsbook.
• Experience using AI-powered personalisation, predictive segmentation, or machine learning to improve CRM performance and player engagement.
• Strong working knowledge of UKGC regulations and responsible gambling requirements, particularly in relation to CRM, promotions, and player communications.
• Hands-on experience using CRM, email marketing, and campaign management platforms, with the ability to quickly adapt to new systems and internal tools.
• Strong analytical skills, with the ability to work with large datasets, interpret performance trends, and use insight to drive decision‑making.
• Solid understanding of player retention strategies, lifecycle marketing, bonus mechanics, and promotional planning.
• Proven experience planning and executing multi‑channel marketing campaigns across email, SMS, push, onsite, and other CRM channels.
• Strong communication skills, with experience presenting CRM strategy, campaign performance, and recommendations to senior stakeholders.
• Confident leading and developing a team, with experience delegating work, coaching team members, and managing performance against KPIs.