Lifecycle CRM Lead — Optimove Expert

Scientific Games; Northern (KY); Hybrid; USD 120,000 - 150,000; Full time

Job summary

Scientific Games seeks a CRM & Lifecycle Marketing Manager to drive loyalty and iLottery growth by delivering data-driven, personalized CRM programs across jurisdictions, leveraging Optimove and other marketing tech.

You will partner with Growth Marketing and Loyalty teams to define lifecycle strategies, build test plans, and translate customer behavior into actionable recommendations that boost engagement and revenue.

Qualifications

• Proven experience in CRM, ideally within digital gaming, lottery, or consumer engagement industries.
• Hands-on expertise with Optimove or similar CRM platforms (Optimove certifications a plus).
• Familiarity with CRM data models, customer attributes, integrations, and marketing technology ecosystems.
• Experience working with customer data, segmentation strategies, reporting, and marketing performance analysis.
• Proficiency in building and executing automated workflows, segmentation, and personalization campaigns.
• Excellent communication, collaboration, and stakeholder management skills.
• Ability to manage multiple projects simultaneously with a focus on deadlines, quality, and measurable outcomes.

Responsibilities

• Define lifecycle strategies across onboarding, activation, retention, reactivation, loyalty engagement, and churn prevention.
• Develop test-and-learn roadmaps and optimization plans based on jurisdiction business objectives.
• Translate customer behavior and business goals into actionable CRM recommendations.
• Identify new engagement opportunities, audience strategies, and personalized lifecycle enhancements across jurisdictions.
• Create, manage, and optimize automated and calendar-driven CRM programs that drive incremental activity and revenue across all player lifecycle stages (new, active, inactive).
• Develop workflows for email, push notifications, and other relevant channels tailored to player journeys.
• Support onboarding of new jurisdictions, ensuring full understanding of CRM capabilities, limitations, and best practices.
• Platform & Technical Leadership: act as an internal Optimove expert, support roadmap feature development and opportunity sizing, troubleshoot platform issues, evaluate new channels and functionality.
• Analytics & Insights: identify opportunities to improve engagement and retention, analyze campaigns, and support data mapping and segmentation initiatives.
• Data Readiness & Segmentation: partner to understand available customer attributes and segmentation requirements, document data rules.

Skills

CRM

Lifecycle Marketing

Optimove

Data-driven marketing

Stakeholder management

Tools

Optimove platform

Job description

Scientific Games seeks a CRM & Lifecycle Marketing Manager to drive loyalty and iLottery growth by delivering data-driven, personalized CRM programs across jurisdictions, leveraging Optimove and other marketing tech.

You will partner with Growth Marketing and Loyalty teams to define lifecycle strategies, build test plans, and translate customer behavior into actionable recommendations that boost engagement and revenue.