We're looking for an experienced Casino CRM Manager to lead CRM strategy, retention and customer engagement across our Nordic casino markets, with a particular focus on Finland and Sweden. Acting as the voice of the customer, you'll own lifecycle strategy, promotional planning, segmentation, testing and optimisation, helping drive customer value and sustainable revenue growth.
You'll work closely with BI, Product, Compliance and CRM Operations and collaborate with your country team to deliver locally relevant CRM campaigns, optimise customer journeys and identify opportunities for growth.
Key Responsibilities
CRM Strategy & Lifecycle Management
- Develop and own the CRM strategy for the Nordics Casino market
- Create and continuously optimise lifecycle journeys covering onboarding, retention, loyalty, reactivation and VIP progression
- SMT-level communication: able to present, defend and be challenged on the CRM plan
Customer Engagement & Promotions
- Own the planning and briefing of all CRM campaigns, promotions, bonuses and customer engagement initiatives for the Nordic market
- Develop market-specific promotional strategies that drive retention, activity and customer value
- Work closely with CRM Operations to ensure campaigns are delivered accurately and on time
Local Market Expertise
- Act as the internal expert on Nordic customer behaviour, preferences, trends and competitive dynamics
- Ensure CRM activity reflects local culture, language, seasonality and customer expectations
- Monitor competitor activity and industry best practice, using insights to inform CRM strategy and promotional planning
- Champion the needs and perspectives of Nordic customers across the organisation
- Define customer segmentation and targeting strategies to maximise relevance and performance
- Work with BI and CRM Operations to enhance audience selection, personalisation and customer journey effectiveness
- Develop a structured test-and-learn programme to continually improve CRM effectiveness
- Define hypotheses, evaluate results and implement learnings across future campaigns and customer journeys
Skills & Experience
- Proven experience owning CRM strategy and commercial performance for Nordic markets, particularly Finland and Sweden
- Native or fluent proficiency in Finnish or Swedish language is required.
- Significant experience in CRM, Retention, Lifecycle Marketing or Customer Engagement within online gaming, ideally at operator level
- Strong understanding of Nordic player behaviour, customer expectations, promotional preferences and market dynamics
- Demonstrable experience developing locally relevant CRM strategies rather than applying a one-size-fits-all global approach
- Proven track record of improving retention, customer value and revenue through CRM initiatives
- Highly analytical, with the ability to translate customer insight and performance data into actionable retention strategies
- Experience working with CRM and MarTech platforms in a multi-market environment
- Strong understanding of A/B testing, experimentation and optimisation methodologies
- Knowledge of responsible gambling and regulatory requirements relevant to Nordic markets
- Excellent stakeholder management and cross-functional collaboration skills
- Experience working directly within one or more Nordic markets (Sweden, Finland, Norway and/or Denmark) is strongly preferred.
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