Senior Director, CRM Operations & Player Communication

BetMGM; New York (NY); On-site; USD 185,000 - 242,000; Full time

Job summary

A leading company in sports betting and online gaming seeks a Senior Director of CRM Operations & Player Communication. The role involves strategic leadership in player lifecycle communications and loyalty program management across various brands, ensuring an exceptional player experience. Candidates should bring extensive CRM expertise, strong leadership skills, and a strategic mindset to drive marketing initiatives and enhance customer engagement.

Benefits

Medical benefits

Dental benefits

Vision insurance

Life insurance

Paid time off

Holidays

Commuter benefits

Qualifications

• 12+ years in CRM and lifecycle marketing, preferably in gaming.
• Proven leadership and strategy ownership in omnichannel environments.
• Strong skills in data-driven marketing and customer engagement.

Responsibilities

• Own the strategy for BetMGM’s loyalty program and omnichannel activation.
• Manage a global team and collaborate with cross-functional stakeholders.
• Drive lifecycle marketing and AI-driven personalization initiatives.

Skills

CRM strategy

Lifecycle marketing

Personalization

Customer segmentation

Communication

Leadership

Education

Bachelor's degree in Marketing, Business or related field

MBA

Tools

Optimove

Braze

Adobe

Salesforce

Segment

Job description

Senior Director, CRM Operations & Player Communication

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Senior Director, CRM Operations & Player Communication

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About Us

We are BetMGM. We are revolutionizing sports betting and online gaming in the United States. We are a partnership between two powerhouse organizations—MGM Resorts International and Entain Group. You know our name through our exciting portfolio of brands including BetMGM Sportsbook, Borgata online, Party Casino and Party Poker. We aim to bring our ideas into action and find ways to deliver the best quality in gaming platforms.

About Us

We are BetMGM. We are revolutionizing sports betting and online gaming in the United States. We are a partnership between two powerhouse organizations—MGM Resorts International and Entain Group. You know our name through our exciting portfolio of brands including BetMGM Sportsbook, Borgata online, Party Casino and Party Poker. We aim to bring our ideas into action and find ways to deliver the best quality in gaming platforms.

We understand that each card in the deck plays a unique role in any given hand, just as our employees each play a unique role in accomplishing our goals as a company. We strive to create a culture of empathy where our employees feel valued, heard, and comfortable bringing their authentic selves to work. We want to build a product and a workplace that reflect the communities we serve so we approach our work fearlessly, take responsibility when we get it wrong, and ante-up again. We play to win, and we are all-in together.

We were recognized as one of Glassdoor’s “Best Places to Work”.

Location: Jersey City, NJ

About The Role

We’re looking for a bold, strategic leader to serve as our Senior Director, CRM Operations & Player Communications. In this highly visible role, you’ll own the player lifecycle communications, optimization, and operations marketing strategy across CRM, loyalty, lifecycle, and omnichannel engagement for all brands (BetMGM, Borgata Online, PartyCasino, Wheels of Fortune) and all product verticals.

You’ll lead a global team, manage player lifecycle communications, rewards & loyalty and oversee the commercial direction of our marketing technology roadmap—all while connecting digital players with an exceptional real-world experiences at MGM Resorts.

What You’ll Own

• Loyalty Program Ownership: Own strategy and evolution of BetMGM’s loyalty program; integrate benefits with MGM Rewards to boost retention and player value.
• Omnichannel Activation: Develop strategies that convert MGM Resorts guests into BetMGM players, and drive digital customers to on-property MGM experiences.
• Lifecycle Marketing: Deploy behavior-based triggers and cross-channel journeys to acquire, onboard, retain, and re-engage customers.
• MarTech Roadmap & CRM Transformation: Own the transformation, commercial strategy and ROI of the marketing tech stack; drive integration and vendor performance in close collaboration with tech and product stakeholders both at BetMGM but also across the parent company departments.
• Team Leadership: Manage a team across the U.S., and Canada. In addition, collaborate with teams in India.
• Cross-Functional Collaboration: Work across Marketing, Product, Tech, Brand, Analytics, Compliance, and MGM Resorts teams to bring campaigns to life.
  
  

What You’ll Do

Loyalty Program Strategy & Management

• Own the end-to-end strategy, roadmap, and execution of BetMGM’s loyalty program.
• Develop and launch compelling offers, benefits, and tier-based structures that drive retention and long-term player value.
• Partner with the MGM Rewards team to ensure seamless cross-platform benefits, shared data, and unified customer experiences.
• Analyze loyalty performance, identify opportunities to improve member engagement, and evolve the program to drive greater impact.
  
  

Omnichannel Engagement

• Activates new BetMGM customers from MGM Resorts' database, converting resort guests into digital players through personalized outreach and offers.
• Drives digital customers to on-property engagement, incentivizing in-person visits, event participation and cross-brand experiences.
• Collaborate closely with MGM Resorts marketing, partnerships, and CRM teams to align messaging, offers, and lifecycle communications.
• Champion joint campaigns that amplify value for both BetMGM and MGM Resorts, increasing brand loyalty and customer stickiness.
  
  

Lifecycle Marketing & Triggered Journeys

• Lead lifecycle strategy across acquisition, onboarding, engagement, churn prevention, and reactivation.
• Build robust triggered marketing programs that respond to player behavior and betting patterns in real time.
• Partner with MarTech and Data Science to deploy AI-driven personalization and predictive modeling to improve relevance and outcomes.
  
  

MarTech Roadmap & Commercial Ownership

• Own the commercial strategy and performance of BetMGM’s marketing technology stack—maximizing ROI from platforms such as Optimove and others.
• Define and prioritize the MarTech roadmap in collaboration with Product, Engineering, and Marketing stakeholders to ensure it aligns with business growth goals.
• Lead vendor evaluation, contract negotiation, and performance management—ensuring partners deliver measurable value and innovation.
• Drive the integration and expansion of data feeds, APIs, and automation capabilities to enhance personalization and operational efficiency across channels.
  
  

Cross-Functional Partnership & Executive Influence

• Serve as a key voice in strategic planning, influencing senior leadership with data-driven insights and customer-centric recommendations.
• Collaborate deeply with cross-functional stakeholders in Product, Tech, Legal, Brand, Analytics, and MGM Resorts to ensure integrated execution of campaigns and initiatives.
• Own executive reporting for player lifecycle communications, operations, optimization, & loyalty—surfacing impact, opportunities, and future investment areas.
  
  

Qualifications

• 12+ years in CRM, lifecycle marketing, personalization, or loyalty leadership—preferably in gaming, digital entertainment, or hospitality.
• Proven experience owning CRM strategy and loyalty programs with omnichannel customer touchpoints.
• Strong command of MarTech platforms (e.g., Optimove, Braze, Adobe, Salesforce, Segment or similar) and data-driven marketing.
• Deep understanding of customer segmentation, behavioral triggers, and bonus optimization.
• Sports/Gaming CRM experience preferred.
• Excellent Communication, interpersonal, and organizational skills.
• Can-Do attitude, enthusiasm, energy, and inner motivation to take actions to achieve goals what is required.
• Exceptional leadership skills with experience managing large, globally distributed teams.
• Strategic mindset with strong analytical, financial, and storytelling capabilities.
• Bachelor's degree in Marketing, Business, or related field; MBA a plus.
  
  

The annual salary range for this position is $185,000 to $242,000. Factors which may affect starting pay within this range may include geography/market, skills, education, experience and other qualifications of the successful candidate. This position is also eligible for participation in a performance-based bonus plan.

Gaming Compliance & Licensing Requirements

As an online gaming company, BetMGM is required to comply with state gaming regulations which includes licensing obligations. Applicable employees must be licensed by at least one jurisdictional agency, although certain positions require licensing by multiple agencies. Failure to become licensed or maintain licensure with each agency as required for the role may result in termination of employment. Please note that the licensing process includes comprehensive background checks which may include a review of criminal records, financial history, and personal background verification.

In addition, candidates must comply with and support the company's responsible gambling policies, procedures and initiatives.

About Our Culture

Building BetMGM from the ground up takes effort, energy, and teamwork, but that’s what will make leading this industry all the more satisfying. We stay focused on our main goal with the help of these four company pillars:

Believe in Your Game – Take your shot! There’s a freedom to explore ideas usually only start-ups are lucky enough to experience.

Backed by the Best - With our expertise—merged with that of our world-class investors—we have the opportunity to take this business, and ourselves, farther than anyone has ever imagined.

Do What’s Right - We operate with clarity and simplicity, always doing the right thing by our customers and each other, standing shoulder to shoulder every day.

Hustle Hard - Our combined commitment and ambition is what drives us to create some of the most innovative products in the industry.

What We Offer

As a valued employee, we’re committed to giving you the resources and support you need. We offer Medical, Dental, Vision, Life Insurance, Commuter Benefits, Paid Time Off, Holidays, Employee Resource Groups and more!

Applicable salary ranges may differ across markets. Actual pay will be determined based on experience and other job-related factors permitted by law. The position is also eligible for an annual bonus.

BetMGM LLC is an Equal Opportunity Employer. We provide equal employment opportunities to all qualified individuals, regardless of race, religion, gender, gender identity, age, marital status, national origin, sexual orientation, citizenship status, veteran status, disability, or any other legally protected status. As an organization, we are unwavering in our commitment to maintaining a discrimination-free work environment, and fostering a culture of inclusivity, belonging and equal opportunity for all employees and applicants.

We understand that each card in the deck plays a unique role in any given hand, just as our employees each play a unique role in accomplishing our company goals. So, we are committed to an inclusive culture for all and empowering our employees to thrive in meaningful careers. At BetMGM, we play to win, and we are “all in” together. If your experience looks a little different from what we’ve identified and you think you’ve got what it takes, we’d love to learn more about you.

If you need assistance or accommodation with your application due to a disability, you may contact us at [e-mail].

This job description is not an exclusive or exhaustive list of duties a person in this position may be asked to perform from time to time.

Seniority level

• Seniority level

  Director

Employment type

• Employment type

  Full-time

Job function

• Job function

  Business Development and Sales

• Industries

  Gambling Facilities and Casinos

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