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For Companies At a Glance
- Tasks: Lead the casino CRM strategy and enhance player engagement through innovative lifecycle marketing.
- Company: Join Fanatics, a global leader in digital sports, igniting fan passions worldwide.
- Benefits: Enjoy remote work flexibility and be part of a dynamic, high-growth environment.
- Why this job: Shape the future of CRM in a fast-paced setting while making a real impact on player experiences.
- Qualifications: 7+ years in CRM or retention marketing, ideally within gaming or e-commerce.
- Other info: Be part of a world-class team dedicated to enhancing the fan experience.
The predicted salary is between 43200 - 72000 £ per year.
We’re looking for a trailblazer. As Director of Casino CRM, you won’t just manage lifecycle programs—you’ll redefine what’s possible in player engagement. You’ll own the end-to-end CRM strategy and operations for our casino vertical, with a mission to drive player retention, loyalty, and lifetime value through data-driven insights, breakthrough thinking, and seamless cross-channel execution. Reporting directly to the VP of Casino, this is a senior leadership role that requires a mix of strategic vision, deep CRM expertise, and strong cross-functional collaboration across our customer growth function, product, analytics, creative, and acquisition teams. You’ll lead the evolution of our player journeys, building personalization at scale that delivers impact—and delights customers. If you’re excited by the idea of reshaping CRM in a fast-paced, high-growth environment—and building something exceptional, this is the role for you.
Key Responsibilities
- Strategy & Vision
- Define and lead the casino CRM strategy, aligned to growth, retention, reactivation and profitability goals.
- Champion lifecycle marketing and segmentation frameworks that enhance player value across key cohorts and touchpoints, from casual players through to VIPs.
- Set and manage the Casino CRM roadmap, balancing quick wins with long-term infrastructure investments.
- Execution & Optimization
- Oversee campaign planning, execution, and performance management across all CRM channels (email, SMS, push, in-app, on-site).
- Ensure a rigorous test-and-learn culture, constantly iterating on segmentation, timing, creative, and channel mix.
- Collaborate closely with Creative, Promotions, Product, and Acquisition to ensure a seamless, on-brand customer experience.
- Data & Insights
- Own CRM performance reporting and attribution; translate insights into action.
- Partner with Data and Analytics teams to refine KPIs such as player conversion, ARPU, LTV, churn, and reactivation.
- Influence product and central support functions to ensure the CRM tech stack and data infrastructure evolves to support the delivery of the Casino CRM Strategy.
- Leadership & Collaboration
- Lead and grow our existing CRM function - making it a world class team in both the development and execution of the CRM strategy.
- Represent the voice of the player in each of their lifecycle stages across the business — shaping product, proposition, and promotional strategies.
- Support cross-sell initiatives across sportsbook, casino, and other brand verticals in the wider Fanatics eco-system.
About You
- 7+ years in CRM, retention marketing, or lifecycle management—ideally in gaming, e-commerce, or a digital-first consumer brand.
- Demonstrated success in developing and scaling CRM strategies that deliver measurable revenue uplift.
- Proficient in CRM platforms (e.g., XP, Segment.io, Optimove, Salesforce), segmentation models, and bonus budget management.
- Data-driven and analytical; comfortable setting and owning KPIs and reporting at the exec level.
- Hands-on leader who can zoom in on tactical execution and zoom out to define strategy.
- Strong communicator and collaborator, adept at working with cross-functional teams.
Director, CRM employer: Fanatics, Inc.
Contact Detail:
Fanatics, Inc. Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Director, CRM
✨Tip Number 1
Familiarise yourself with the latest trends in CRM, especially within the gaming and e-commerce sectors. Understanding current strategies and technologies will help you speak confidently about how you can innovate and lead at StudySmarter.
✨Tip Number 2
Network with professionals in the CRM and gaming industries. Attend relevant webinars or conferences to connect with potential colleagues and gain insights into what makes a successful CRM strategy in this fast-paced environment.
✨Tip Number 3
Prepare to discuss specific examples of how you've driven player retention and loyalty in previous roles. Highlight your experience with data-driven decision-making and how it has led to measurable results in CRM performance.
✨Tip Number 4
Showcase your leadership skills by discussing how you've built and developed teams in the past. Emphasise your ability to collaborate across functions and how you can bring that expertise to enhance our CRM strategy at StudySmarter.
We think you need these skills to ace Director, CRM
Some tips for your application 🫡
Tailor Your CV: Make sure your CV highlights relevant experience in CRM, retention marketing, and lifecycle management. Use specific examples that demonstrate your success in developing and scaling CRM strategies, particularly in gaming or e-commerce.
Craft a Compelling Cover Letter: In your cover letter, express your passion for reshaping player engagement and detail how your strategic vision aligns with the company's goals. Mention your familiarity with CRM platforms and your data-driven approach to decision-making.
Showcase Leadership Skills: Emphasise your leadership experience in managing teams and collaborating across functions. Provide examples of how you've successfully led CRM initiatives and influenced product strategies to enhance customer experiences.
Highlight Data-Driven Insights: Discuss your analytical skills and how you've used data to drive CRM performance. Include specific KPIs you've set and owned, and how your insights have translated into actionable strategies that improved player retention and loyalty.
How to prepare for a job interview at Fanatics, Inc.
✨Showcase Your Strategic Vision
As a Director of Casino CRM, it's crucial to demonstrate your ability to define and lead a comprehensive CRM strategy. Prepare to discuss your past experiences in developing strategies that align with growth and retention goals, and be ready to share specific examples of how you've successfully driven player engagement.
✨Highlight Data-Driven Decision Making
This role requires a strong analytical mindset. Be prepared to talk about how you've used data to inform your CRM strategies, including any KPIs you've set and how you've translated insights into actionable plans. Familiarity with CRM platforms and performance reporting will be key.
✨Emphasise Cross-Functional Collaboration
Collaboration is essential in this position. Share examples of how you've worked with different teams, such as Creative, Product, and Analytics, to create seamless customer experiences. Highlight your communication skills and how you ensure alignment across various functions.
✨Demonstrate Leadership Skills
As a senior leader, showcasing your ability to grow and develop a world-class CRM team is vital. Discuss your leadership style, how you've mentored others, and any initiatives you've led that have resulted in measurable improvements in team performance or CRM outcomes.
