CRM & Performance Marketing Specialist

The National Lottery; Dublin; Hybrid; EUR 50,000 - 70,000; Full time

Benefits offered by this job

Hybrid working model

Career breaks and secondments

Leave entitlements

Discounted gym membership

Eyesite tests

Paid sick benefit

Defined contribution pension

Go1 Learning Content

Job summary

The National Lottery is seeking a CRM & Performance Marketing Specialist to drive player engagement and retention through data-driven insights. As an end user of Braze, you will coordinate content across web and app products, working within the Commercial team to deliver impactful campaigns.

You will design multi‑channel journeys, implement testing strategies, and collaborate with BI and Digital teams to evolve the Braze roadmap, while ensuring compliance with legal obligations.

Qualifications

• 3+ years’ experience in CRM, martech, or digital marketing roles.
• Strong hands‑on CRM experience, Braze preferred, including campaign execution and optimisation.
• 2+ years’ experience with a CMS solution is desirable.

Responsibilities

• Design, build, and optimise multi-channel campaigns and journeys across CRM and performance marketing.
• Develop a test-and-learn strategy to optimise campaigns and provide actionable insights.
• Contribute to Braze roadmap with BI and Digital teams.
• Configure data layers, tagging, and analytics tracking for web and mobile.
• Support A/B testing, QA, and performance troubleshooting.
• Act as a key user of Strapi for content management across web and app products.
• Ensure all content updates and campaign execution comply with legal obligations.

Skills

CRM proficiency

Analytical thinking

Stakeholder management

Cross-functional collaboration

Tools

Braze

Strapi

Facebook Ads Manager

Google Analytics

Job description

About The Role

The CRM & Performance Marketing Specialist will play a key role in how The National Lottery drives player engagement and retention using data-driven insights.

About The Role

The CRM & Performance Marketing Specialist will play a key role in how The National Lottery drives player engagement and retention using data-driven insights.

The role holder will act as an end user of our newly adopted marketing platform, Braze, and coordinate content across web and app products.

The successful candidate will sit within the wider Commercial team and work closely with teams across the organisation.

Visit our careers page to learn more about our benefits and working at The National Lottery

What You Will Do

• Design, build, and optimise complex multi-channel campaigns and customer journeys to identify success patterns and innovation opportunities across both CRM and performance marketing.
• Develop a digital test-and-learn strategy to ensure we continually optimise campaign journeys and provide insights for improvement.
• Actively contribute to evolving the Braze technical roadmap in collaboration with BI and Digital teams.
• Configure data layers, tagging, and analytics tracking across web and mobile platforms.
• Support A/B testing, QA processes, and performance troubleshooting.
• Act as a key user of our CMS (Strapi) and play a leading role in content management across National Lottery web and app products.
• Ensure all content updates and campaign execution work are strictly compliant with our legal obligations.

What We Are Looking For

Experience & Qualifications

• 3+ years’ experience in CRM, martech, or digital marketing roles.
• Deep, hands‑on expertise with CRM systems, with Braze strongly preferred, including campaign execution and optimisation.
• 2+ years’ experience with a CMS solution is desirable.
• Experience working with and troubleshooting mobile app ecosystems, including event tagging frameworks such as Firebase or GA4, to support campaign personalisation and measurement is an advantage.
• Experience working in a regulated industry is desirable.

Skills & Competencies

• Strong analytical and problem-solving mindset, with the ability to troubleshoot challenges, including technical issues.
• Organised, detail-oriented, and focused on process excellence and quality delivery.
• Effective communicator with stakeholder management experience.
• Collaborative and comfortable working in cross-functional teams.

Tools Used

• Braze
• Strapi
• Facebook Ads Manager
• Google Analytics

Why you will love working here

• Work-life balance: Hybrid working model for applicable roles, Full range of leave entitlements, Career Breaks and Secondments
• Physical Wellbeing: Discounted gym membership, Eyesite tests, Flu Vaccinations, Paid sick benefit, wellbeing initiatives
• Financial Wellbeing: Competitive salary, Defined contribution pension, Income protection 1:1 financial advice.
• Learning & Development: We promote a culture where you can continuously develop on a personal and professional basis. These include access to 24/7 resources such as: In‑House Training Programme, Go1 Learning Content, Irish Management Institute, The Executive Institute