Head of Retention

Madfish; United Kingdom; Remote; GBP 50,000 - 70,000; Full time

Job summary

A fast-growing startup in iGaming seeks a Head of Retention to lead CRM for a new sweepstakes casino brand. This role involves building strategies from scratch to boost player engagement and loyalty across various channels. Candidates should have 3-5 years of experience in CRM for US digital products and knowledge of US legal frameworks. The position offers a competitive salary, performance bonuses, and a remote-first setup with flexible hours.

Benefits

Competitive salary

Performance bonuses

Health insurance

Fitness membership

24 days paid vacation

Flexible work schedule

Professional training support

Qualifications

• 3-5 years of hands-on experience in CRM/Retention for US digital products.
• Strong analytical mindset with the ability to interpret and act on data.
• High level of English proficiency (C1+), including copywriting and legal comprehension.

Responsibilities

• Build and scale the full CRM ecosystem from scratch.
• Design and execute multi-channel lifecycle strategies.
• Own the CRM calendar and user journey mapping.

Skills

CRM management

Retention strategies

Campaign performance analysis

Data analysis

Legal compliance knowledge

Copywriting

SQL proficiency

Education

Mathematical background/education

Experience in CRM for US digital products

Tools

Customer.io

PowerBI

Optimove

Job description

We’re a fast-growing startup in the iGaming space and preparing to launch a new sweepstakes casino brand for the US market in just 2.5 months. We’re building our core team now, and this is a unique chance to join at the ground floor. Our product is fully compliant and “white”, so you won’t face any blocking risks.

We’re looking for a hands-on Head of Retention to lead lifecycle marketing efforts across multiple channels. This is a rare opportunity to build strategy and operations from scratch, directly driving player engagement, loyalty, and long-term value.

Responsibilities

• Build and scale the full CRM ecosystem from scratch (email, push, SMS, messengers) to drive D30 retention, LTV, and visit frequency
• Design and execute multi-channel lifecycle strategies from registration to RFM segmentation and loyalty flows
• Own the CRM calendar, backlog, and user journey mapping across the entire player lifecycle
  Plan, implement, and optimise onboarding, engagement, reactivation, churn prevention, and VIP flows
• Coordinate messaging across Email, Push, SMS, WhatsApp, and Telegram while managing frequency, throttling
• Launch engaging retention initiatives such as tournaments, quests, and challenges to increase player activity
• Create dynamic templates in Customer.io, Braze, or similar platforms with a strong focus on legal compliance (CAN-SPAM, TCPA, sweepstakes laws)
  Ensure all CRM activities meet regulatory requirements: AMOE, age-gating, no-purchase-necessary DISCLAIMERS
• Use SQL and PowerBI for cohort analysis, churn detection, funnel insights, and performance reporting
• Track and optimise KPIs such as ARPDAU, LTV:CAC, churn rate, and campaign ROI
• Collaborate closely with legal, product, VIP, and support teams to maintain message accuracy and compliance
• Continuously run A/B tests, improve segmentation logic, and refine player journeys based on behavioural insights
• Stay current on CRM technologies, industry trends, compliance changes, and sweepstakes-specific best practices

Requirements

• Preferred mathematical background/education.
• 3–5 years of hands‑on experience in CRM/Retention for US digital products (sweepstakes, social casino, gaming)
• Proven track record of increasing retention, player engagement, and customer lifetime value
• Proficiency in Customer.io, Optimove, or similar CRM and automation tools
• Deep understanding of US legal frameworks including CAN-SPAM, TCPA, CTIA SMS regulations, and sweepstakes compliance
• Strong SQL skills for campaign performance analysis and cohort tracking
• Experience launching and managing multi-channel campaigns (Email, Push, SMS, WhatsApp)
• High level of English proficiency (C1+), including copywriting and legal comprehension
  Strong analytical mindset with the ability to interpret and act on data
• Ability to work independently in a fast‑paced environment

We Offer

• Competitive salary + unbeatable performance bonuses
• Health insurance and fitness membership
• 24 days paid vacation, sick leave, and additional days off
• Flexible work schedule and remote‑first setup
• Professional training support
• Engaging corporate culture with regular team events