Head of CRM

MrQ; St Albans; Hybrid; GBP 90,000 - 135,000; Full time

Job summary

MrQ is an award-winning online casino powered by a performance-driven CRM strategy. As Head of CRM, you will own retention metrics, lead a cross-functional team and shape the retention roadmap across risk, product and marketing.

You’ll oversee the full lifecycle from onboarding to win-back, ensuring messages align with the MrQ voice and UK regulations. You will work in a hybrid setup from our St Albans office, leading campaigns, lifecycle management, and tools while driving safer gambling and

Qualifications

• 7+ years in CRM, lifecycle or retention marketing in regulated consumer businesses.
• Proven track record owning a retention strategy with measurable targets.
• Commercial acumen with focus on LTV, ARPU, churn and ROI.
• Evidence of improvements from holdout tests or controlled experiments.
• Deep knowledge of Optimove, ESP integration and real-time campaigns.
• Strong email deliverability knowledge: DMARC, DKIM, SPF, domain reputation.
• Understanding of UK gambling rules: UKGC LCCP, CAP Code, PECR and GDPR.
• Excellent data fluency: cohort analysis, propensity and risk scoring.
• Experience leading cross-functional forums and influencing senior leaders.

Responsibilities

• Own retention metrics: active players, cohorts, churn and reactivation.
• Chair a Cross-Functional Retention Team with Product, Operations and Data.
• Build a retention roadmap with risk, product and marketing.
• Lead and grow the CRM team across campaigns, lifecycle and tools.
• Define contact strategy across channels and balance product-led vs marketing-led messages.
• Safeguard safer gambling as part of retention and messaging.
• Manage CRM budget and calendar; report monthly ROI.
• Shape retention offers with Product to avoid blanket bonuses.
• Ensure all messages align with MrQ voice and UK regulations.
• Oversee martech stack: Optimove, Sinch, Dotdigital; fix drop-offs.
• Explore AI-enabled processes to improve team efficiency.

Skills

CRM strategy

Retention marketing

Cross-functional leadership

Lifecycle marketing

A/B testing

LTV analysis

AI in marketing

Email deliverability

UK gambling rules

Tools

Optimove

Sinch

Dotdigital

Job description

MrQ is an award-winning online casino, launched in 2018 and growing fast. We’re big on tech, big on performance and even bigger on fun.

As Head of CRM, you own how we keep players coming back: conversion, lifecycle, reactivation and win-back for every player we can contact. CRM is the marketing arm of Revenue Operations, alongside Data Science and Casino Management. You’ll lead the CRM team, chair our Cross-Functional Retention Team and own the retention numbers. The role is hybrid, working from our St Albans office.

If you want to own retention, not just run campaigns, this one’s for you!

What You Will Do

• Own the retention numbers: active players, cohort retention, churn and reactivation. Set the targets and deliver them.
• Chair the Cross-Functional Retention Team, bringing Product, Operations, Compliance, Reward Orchestration, Brand and Data together around shared commitments.
• Build the retention roadmap across risk, product and marketing, with every initiative sized by impact.
• Lead and grow the CRM team across Campaigns, Lifecycle and Conversions, and Tools, Offers and Insight. Set the rhythm for planning, QA and post-campaign reviews.
• Own the full lifecycle, from registration and onboarding to lapsed journeys, dormant reactivation and win-back. Every always-on programme runs with a holdout group.
• Set the contact strategy: how often we contact players, on which channels, and the balance between product-led and marketing-led messages.
• Treat safer gambling as a retention lever. Use risk and affordability signals to shape who we contact, how often and with what.
• Own the CRM budget and calendar. Report what pays back every month, and stop what doesn’t.
• Shape retention offers with Product so each one gives players a reason to return, not a blanket bonus.
• Sign off every message a player gets from MrQ, making sure it’s in the MrQ voice and compliant with UKGC LCCP and the CAP Code.
• Own the martech stack and vendors (Optimove, Sinch, Dotdigital). Find and fix where players drop out between the target audience and the delivered message, and keep deliverability clean.
• Make AI part of how the whole team works.

What We’re Looking For

• 7+ years in CRM, lifecycle or retention marketing, including 3+ years leading managers or senior specialists in iGaming or another regulated consumer business.
• A record of owning a retention strategy and its targets, not just running campaigns.
• Commercial acumen. You think in LTV, ARPU, churn and bonus ROI, and you can defend a CRM budget to Finance.
• Proof of incremental impact from holdouts or controlled tests.
• Deep Optimove knowledge: target groups, streams, real-time campaigns, data feeds and ESP integration.
• Working knowledge of email deliverability: DMARC, DKIM, SPF, domain reputation and inbox placement.
• Strong knowledge of UK gambling marketing rules: UKGC LCCP, the CAP Code, PECR and UK GDPR consent, high-value customer requirements and safer gambling.
• Data fluency. You’re at home with cohort analysis, propensity and risk scores, and you use AI every day.
• Experience running a cross-functional forum and influencing senior leaders in Product, Operations and Data.
• The ability to tell a retention story to the Leadership Team in one slide.
• Player instinct. You care whether a message is right for the player, not just whether it converts.

We’re an equal opportunity employer and want a team as varied as our players. At MrQ, everyone gets a fair shot, whatever their age, disability, gender identity, marital or civil partnership status, pregnancy or maternity, race, colour, nationality, religion or belief, sex or sexual orientation.