CRM Manager (Lifecycle Planning & Operations)

Craft:

Marketing

Job Description:

Job Description

R025654 – CRM Manager, Lifecycle Planning & Operations

This role sits at the heart of our CRM operations — leading lifecycle strategy and execution to deliver impactful, player-first communications across our games. As CRM Manager, you’ll play a key role in shaping how we engage players throughout their journey — from onboarding and engagement to reactivation — ensuring every message is relevant, timely, and enhances the player experience.

You’ll lead and mentor members of the CRM team, manage the collaboration with our CRM agency, and work cross-functionally with the marketing studio, operators, and analytics teams to ensure smooth, data-driven campaign execution.

Key Responsibilities

• Lead and oversee automated CRM journeys (onboarding, engagement, reactivation) to ensure lifecycle communications are optimised for impact and efficiency.
• Manage and develop CRM team members, providing direction, coaching, and support to help them grow and deliver best-in-class work.
• Own the operational CRM roadmap, ensuring the right tools, processes, and workflows are in place for effective planning and delivery.
• Define communication frequency and prioritisation rules, ensuring players receive the right message at the right time without disruption.
• Partner with the CRM agency – set briefs, review outputs, and manage workload and performance standards.
• Collaborate cross-functionally with marketing, analytics, and studio teams to ensure alignment between lifecycle communications and in-game experiences.
• Analyse campaign performance and player insights, identifying opportunities to improve engagement, retention, and conversion.
• Champion continuous improvement of CRM tools, processes, and documentation to increase operational efficiency.

What Success Looks Like

• CRM lifecycle programs run seamlessly, with well-structured, automated journeys that drive player engagement.
• The CRM team feels supported, empowered, and aligned on goals and priorities.
• Players receive clear, relevant, and timely messages — with reduced overlap and improved personalisation.
• Strong collaboration and communication across teams and with the CRM agency.
• Clear performance reporting that helps the wider business understand CRM impact.
• Continuous improvements made to CRM tools, workflows, and documentation.

About You

• 6+ years’ experience in CRM, with at least 1–2 years in a lead or managerial role.
• Strong understanding of lifecycle CRM strategy, ideally in gaming, mobile apps, or digital consumer environments.
• Hands‑on experience with Braze (or similar marketing automation tools).
• Analytical mindset; comfortable using data tools such as Looker to inform decision‑making.
• Excellent communicator and collaborator with experience managing agencies or cross‑functional teams.
• Passionate about creating engaging, player‑first experiences and optimising lifecycle comms through testing and insights.

About King

With a mission of Making the World Playful, King is a leading interactive entertainment company with more than 20 years of history of delivering some of the world’s most iconic games in the mobile gaming industry, including the world‑famous Candy Crush franchise, as well as other mobile game hits such as Farm Heroes Saga. King games are played by more than 200 million monthly active users. King, part of Microsoft (NASDAQ: MSFT), has Kingsters in Stockholm, Malmö, London, Barcelona, Berlin, Dublin, San Francisco, New York, Los Angeles and Malta. More information can be found at King.com or by following us on LinkedIn, @lifeatking on Instagram, or @king_games on X.