CRM & Retention Manager - User Lifecycle

Million Dream Sdn. Bhd.; Kuala Lumpur; On-site; MYR 120,000 - 180,000; Full time

Job summary

Million Dream Sdn. Bhd. is seeking a seasoned CRM & Retention Manager to own the player lifecycle, optimise retention, and drive LTV & NGR through multi-channel campaigns across SMS, Email, Telegram, WhatsApp and push notifications.

You'll lead segmentation, RFM analysis and win-back strategies, collaborating with Marketing, Product and Data teams to reduce churn and maximise revenue. Mandarin-speaking is required for regional coordination, with 3–5 years of CRM/Retention experience in a

Qualifications

• Minimum 3–5 years of CRM / Retention / Player Lifecycle experience in a high-volume B2C digital platform.
• Strong experience managing FTD, Deposit, Retention, Reactivation, VIP and segmentation.
• Good understanding of NGR, LTV, RFM, churn, player value and bonus mechanics.
• Hands-on experience with CRM automation and campaign management across channels.
• Strong analytical mindset and ability to work with player-level data.
• Experience leading a CRM / Retention team is highly preferred.
• Mandarin speaking is required for internal communication.

Responsibilities

• Develop and manage the player lifecycle strategy from onboarding to retention, reactivation and VIP development.
• Improve FTD-to-second deposit conversion and active player retention.
• Build lifecycle journeys based on behavior, deposits and value.
• Identify churn-risk players and develop win-back campaigns.
• Plan and execute CRM campaigns across SMS, Email, Telegram, WhatsApp, Push.
• Analyze CRM performance and identify opportunities to improve retention and profitability.
• Develop retention strategies for VIP and high-value players.
• Monitor metrics: FTD retention, second deposit rate, deposit frequency, ARPU/LTV, NGR.

Skills

CRM

Retention

Player lifecycle

Segmentation

Analytics

Campaign management

Mandarin

Job description

CRM & Retention Manager - User Lifecycle

CRM & Retention Manager – Player Lifecycle

About the Role

We are looking for an experienced CRM & Retention Manager to lead our player lifecycle, retention and reactivation strategies across our digital entertainment platform.

This role is highly performance-driven. You will be responsible for turning FTDs into active and long-term players, improving repeat deposit behaviour, increasing player value, reducing churn, and building effective CRM journeys across different player segments.

You will work closely with Marketing, Acquisition, Affiliate, Product, Customer Service and Data teams to maximize Retention, Deposit Frequency, LTV and NGR.

Key Responsibilities

Player Lifecycle & Retention

Develop and manage the complete player lifecycle strategy, from FTD onboarding to retention, reactivation and VIP development.

Improve FTD-to-Second Deposit conversion, repeat deposit rate and active player retention.

Build lifecycle journeys based on player behaviour, deposit patterns, activity level and value.

Identify churn-risk players and develop targeted win-back and reactivation campaigns.

CRM Campaign Management

Plan and execute CRM campaigns across SMS, Email, Telegram, WhatsApp, Push Notification and other communication channels.

Develop campaigns for:

New FTD onboarding

Second Deposit conversion

Active Player Retention

High-Value / VIP Players

Promotion & Bonus Campaigns

Manage campaign calendars and ensure CRM activities are aligned with acquisition and promotional strategies.

Build player segmentation using RFM, deposit frequency, deposit amount, activity, game preference, player value and lifecycle stage.

Analyse CRM performance and identify opportunities to improve player behaviour and profitability.

Monitor key metrics including:

FTD Retention

Second Deposit Rate

Deposit Frequency

Active Player Rate

Reactivation Rate

Churn Rate

ARPU / LTV

NGR

Campaign Conversion Rate

Develop retention strategies for VIP and high-value player segments.

Identify potential VIP players based on player behaviour and value.

Work closely with relevant teams to improve VIP engagement, loyalty and lifetime value.

Promotion & Bonus Optimization

Analyse player response towards different promotions, bonuses and incentives.

Design targeted offers based on player segment and behaviour instead of mass promotions.

Balance player retention, bonus cost and NGR contribution to ensure sustainable growth.

Reporting & Optimization

Build weekly and monthly CRM performance reports.

Conduct campaign A/B testing and continuously optimize communication, offers, timing and segmentation.

Identify gaps across the player lifecycle and propose actionable retention strategies.

Requirements

Minimum 3–5 years of CRM / Retention / Player Lifecycle experience in a high-volume B2C digital platform.

Strong experience managing FTD, Deposit, Retention, Reactivation, VIP and player segmentation.

Good understanding of NGR, LTV, RFM, churn, player value and bonus mechanics.

Hands-on experience with CRM automation, campaign management and customer segmentation.

Strong analytical mindset and comfortable working with player-level data.

Experience managing CRM campaigns through Email, SMS, Telegram, WhatsApp, Push Notification or similar channels.

Able to work closely with Acquisition, Affiliate, Product, Data and Customer Service teams.

Experience leading a CRM / Retention team is highly preferred.

Mandarin speaking is required for internal communication and regional coordination.

What We Are Looking For

We are looking for someone who understands that CRM is not simply about sending promotions.

You should know how to answer questions such as:

Why are FTD players not making their second deposit?

Which player segments are starting to churn?

Which inactive players are worth reactivating?

How should VIP players be segmented and managed differently?

Which promotion actually improves retention instead of only increasing bonus cost?

How can CRM contribute directly to LTV and NGR growth?