Director of CRM

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Job Summary: This role is critical to our organization, demanding extensive experience in lifecycle planning, forecasting, data analytics, business intelligence, promotions strategy, and advanced marketing automation technologies. We are seeking an accomplished leader with a proven track record in retention and loyalty marketing, ideally with relevant industry experience, who can bring innovative strategies to foster customer loyalty, maximize retention, and enhance lifetime value.

The Director of CRM will report directly to the VP of Marketing , manage a growing team, and collaborate closely with the broader leadership team to manage and elevate the customer experience. This role will focus on crafting a comprehensive retention strategy that seamlessly integrates customer insights, data-driven decision-making, and personalized engagement. By creating and owning a detailed retention marketing roadmap, the Director will set a clear vision for driving loyalty and optimizing the long-term relationship between High 5 Games and its customers. This position is ideal for a results-oriented professional who thrives in dynamic environments and is passionate about shaping the future of retention marketing at a leading gaming company.

About High 5:

Join the leader of the fastest-growing segment of online entertainment – Casino Gaming. Developing for the land-based, online, mobile, and social markets, High 5 has created hundreds of games that are played in 150 countries on six continents. High 5 is actively building out the most entertaining social casino gaming experience on both web and mobile platforms, offering a very dynamic, multi-disciplinary, high-learning environment for you to grow within.

High 5 employs a diverse and eclectic group of talented professionals, from brilliant Mathematicians, Software Engineers, and Game Designers who construct the technology platforms, to decision-enabling Data Scientists who aggregate data feeds from around the globe, to universe-expanding Artists whose imaginations allow them to craft intricate new worlds. Life at High 5 is anything but ordinary. See us at

Supervisory Responsibilities: CRM team of 2 + 1 new hire.

Duties/Responsibilities:

1. Retention Strategy Development: Establish and champion a clear, data-driven retention philosophy that sets High 5 Games apart, emphasizing loyalty-building initiatives supported by well-defined metrics to track and achieve retention success and CLV.
2. Customer insights and analysis: Implement rigorous segmentation strategies to deliver personalized experiences and increase the frequency of engagement among key customer groups. Understand competitive products and minimize customer churn.
3. Program and Campaign Management: Strategically plan and deliver high-impact campaigns and contribute to oversight of customer incentives to drive player retention and reactivation. Tailor campaigns to account for the nuances of seasonal trends, state-specific characteristics, and customer preferences, with a strong focus on reducing churn.
4. Cross-Functional Collaboration: Partner with cross-functional teams, including technology and product teams, to develop and execute a robust roadmap for marketing automation, data integration, and innovative technology solutions that enhance retention strategies.
5. Optimize Bonus and Promotion Experiences: Manage and refine the customer experience surrounding bonusing and promotions, working closely with the product team to improve player-facing tools and automation, driving engagement and satisfaction.
6. Customer Experience Optimization: Evaluate the health and progression of the customer base, optimizing onboarding journeys for new players. Leverage insights to activate and nurture the customer file, enhancing the long-term value and engagement of each player segment.
7. Foster Innovation in Engagement Strategies: Maintain a forward-thinking approach to retention by testing and implementing new channels such as SMS, push notifications, and personalized dynamic content. Continuously evolve retention efforts through innovation and strategic experimentation.
8. Team Leadership: Build, lead, and inspire a team of CRM managers and specialists, fostering professional growth and collaboration. Ensure the team delivers timely, relevant, and engaging communications across multiple channels with a predictable and effective cadence.

Required Skills/Abilities:

• Excellent verbal and written communication skills
• Super organized taskmaster
• A strategic thinker, but also willing to roll up your sleeves to execute in a lean and agile start-up environment.
• Ability to think outside of the box, be innovative, adaptable, and come up with creative solutions to changing business challenges

Education & Experience:

• Experience working in an online, gaming, or fast-moving industry required.
• Minimum 8 years of relevant working experience in a similar role in the areas of marketing technology and paid digital media.
• Creative operations, marketing project management, and technical task management experience
• Working knowledge of digital advertising, marketing tracking/reporting, and mar-tech systems

Physical Requirements:

• Prolonged periods of sitting at a desk and working on a computer.
• Must be able to lift up to 15 pounds at times.

Seniority level

• Director

Employment type

• Full-time

Job function

• Marketing
• Industries
• Gambling Facilities and Casinos

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