Senior CRM & Lifecycle Marketing Lead

Initiate; Cape Town; On-site; ZAR 540,000 - 900,000; Full time

Job summary

Initiate in Cape Town seeks a Senior CRM Specialist to lead data-driven campaigns and craft personalised player journeys across the entire lifecycle. You will play a pivotal role in driving engagement, retention and lifecycle marketing for a fast-growing iGaming and sports betting operation.

You will design and execute multi-channel CRM strategies, build dynamic segments, and collaborate with Marketing, Product and Analytics to optimise campaigns while ensuring compliance with regulatory and

Qualifications

• 2+ years' experience in CRM, Lifecycle Marketing or Direct Marketing.
• Experience in iGaming, Sports Betting or digital entertainment is advantageous.
• Proven experience managing multi-channel CRM campaigns.
• Experience with platforms such as Optimove, Braze, FastTrack, Salesforce Marketing Cloud or similar.
• Strong analytical skills with proficiency in Excel or Google Sheets.

Responsibilities

• Plan and execute multi-channel CRM campaigns across Email, SMS, Push and On-site.
• Build and optimise player lifecycle journeys from onboarding to reactivation.
• Develop player segments using behavioural, transactional and value-based data.
• Personalise campaigns based on player preferences, behaviour and value.
• Monitor CRM performance, retention, conversion and churn.
• Conduct A/B testing and use data to optimise campaigns.
• Collaborate with Marketing, Product, Analytics and Creative teams.
• Ensure all communications meet regulatory and responsible gaming requirements.

Skills

CRM experience

Lifecycle marketing

Direct marketing

Multi-channel campaigns

Data-driven mindset

Analytical skills

Tools

Optimove

Braze

FastTrack

Salesforce Marketing Cloud

Excel / Google Sheets

Job description

Initiate in Cape Town seeks a Senior CRM Specialist to lead data-driven campaigns and craft personalised player journeys across the entire lifecycle. You will play a pivotal role in driving engagement, retention and lifecycle marketing for a fast-growing iGaming and sports betting operation.

You will design and execute multi-channel CRM strategies, build dynamic segments, and collaborate with Marketing, Product and Analytics to optimise campaigns while ensuring compliance with regulatory and