Head of CRM & Retention Strategy

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 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