CRM Manager

Talently; Alpharetta (GA); On-site; USD 90,000 - 130,000; Full time

Job summary

Talently is seeking a CRM Manager to lead lifecycle marketing programs across email, push, and other channels, driving engagement for iLottery loyalty initiatives. You will act as a CRM strategy expert and Optimove lead across multiple jurisdictions.

The role emphasizes data-driven personalization, audience segmentation, and measurable outcomes, with collaboration across data, product, analytics, marketing, iLottery, and loyalty teams.

Qualifications

• Proven experience in CRM or lifecycle marketing.
• Hands-on expertise with Optimove or similar platforms.
• Strong understanding of CRM data models and integrations.
• Experience creating segmentation and personalized campaigns.

Responsibilities

• Define lifecycle strategies from onboarding to churn prevention.
• Develop automated CRM programs across email and push channels.
• Create test-and-learn roadmaps aligned with jurisdiction goals.
• Advise on Optimove data models, integrations and platform best practices.
• Analyze customer behavior and campaign performance for engagement.
• Collaborate with data, product, analytics, marketing and loyalty teams on segmentation and attribution.
• Validate eligibility logic and improve personalization and reporting.
• Support jurisdiction onboarding and CRM team training.

Skills

CRM lifecycle marketing

Optimove CRM

CRM data models

Segmentation strategies

Campaign personalization

Data-driven decision making

Stakeholder management

Project management

Tools

Optimove

Job description

About the IT Services and IT Consulting Company / The Opportunity:

Join an innovative organization in the IT services and IT consulting industry supporting technology-driven lottery, sports gaming, and digital entertainment experiences. This opportunity places you at the center of loyalty and iLottery growth, where data, personalization, and CRM technology are used to strengthen player engagement, retention, and long-term value. As CRM Manager, you will lead impactful lifecycle marketing programs across multiple jurisdictions while serving as a trusted Optimove and CRM strategy expert.

Responsibilities:

• Define lifecycle strategies spanning onboarding, activation, retention, reactivation, loyalty engagement, and churn prevention.
• Develop and execute automated and calendar-driven CRM programs across email, push notifications, and other relevant channels.
• Create test-and-learn roadmaps and optimization plans aligned with jurisdiction objectives and measurable business outcomes.
• Serve as an internal Optimove expert, advising on data models, integrations, functionality, releases, and platform best practices.
• Analyze customer behavior, campaign performance, and channel analytics to identify opportunities for improved engagement and retention.
• Partner with data, product, analytics, marketing, iLottery, and loyalty teams on segmentation, data mapping, attribution, and audience readiness.
• Validate eligibility logic, identify data gaps, and improve personalization, targeting, and reporting capabilities.
• Support new jurisdiction onboarding, stakeholder enablement, business reviews, platform troubleshooting, and CRM team training.

Must-Have Skills:

• Proven experience in CRM, lifecycle marketing, or customer engagement programs.
• Hands-on expertise with Optimove or a comparable CRM and marketing automation platform.
• Strong understanding of CRM data models, customer attributes, integrations, and marketing technology ecosystems.
• Experience developing segmentation strategies, personalized campaigns, automated workflows, and audience eligibility logic.
• Ability to analyze customer data, campaign performance, channel metrics, and marketing attribution.
• Experience translating business objectives and customer behavior into actionable CRM recommendations.
• Excellent communication, stakeholder management, collaboration, and project management skills.
• Ability to manage multiple initiatives while maintaining quality, deadlines, and measurable outcomes.

Nice-to-Have Skills:

• Experience in digital gaming, lottery, sports betting, loyalty, or consumer engagement industries.
• Optimove certification or advanced knowledge of Optimove platform functionality and product roadmaps.
• Experience supporting iLottery, loyalty programs, or player lifecycle marketing.
• Knowledge of CRM integrations, data mapping, attribution calculations, and customer data documentation.
• Experience training CRM team members and enabling stakeholders on campaign development best practices.
• Exposure to evaluating new CRM channels, products, and marketing technology capabilities.