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For Companies At a Glance
- Tasks: Lead player engagement strategies and develop a high-performing CRM team.
- Company: Join tombola, a leader in player experience and engagement.
- Benefits: Competitive salary, leadership opportunities, and a vibrant work culture.
- Why this job: Make a real impact on how millions of players enjoy their gaming experience.
- Qualifications: Proven CRM experience and strong leadership skills required.
- Other info: Dynamic environment with opportunities for personal and professional growth.
The predicted salary is between 36000 - 60000 £ per year.
Marketing & Commercial | Manager level | People leadership (3 direct reports)
New year. New ideas. A bigger impact on how millions of players experience tombola. As we step into a new year, we’re looking for someone to set the rhythm for how tombola connects with its players – shaping the moments, messages and experiences that make everyday play more fun, more personal and unmistakably tombola. This is a highly visible, strategically important role at the heart of our Marketing and Commercial team. If you bring substantial CRM experience, thrive in customer-focused environments, and are passionate about leading and developing high-performing teams, this role offers real scope to make an impact.
The role
As Senior Proposition & Player Engagement Manager, you’ll be the architect of our player engagement vision. You’ll own how we bring our propositions to life across CRM, promotions and player communications, turning insight into emotionally resonant, customer-centric experiences that build loyalty, drive engagement and support long-term commercial growth. You’ll lead and develop a CRM and Promotions team, setting clear direction, coaching talent and creating an environment where people can do their best work. This role sits at the heart of our commercial and brand strategy and plays a key role in how we understand and respond to player needs.
What you’ll be doing
- Player Proposition & Engagement Strategy: Own the long-term vision and roadmap for player engagement, with a strong focus on customer needs, personalisation and distinctiveness. Build player-first propositions across ATL, BTL and Free-to-Play, aligned to tombola’s values and commercial goals. Use insight, segmentation and behavioural understanding to design experiences that feel timely, relevant and meaningful.
- CRM & Promotional Excellence: Lead a high-performing, customer-focused CRM and Promotions function, delivering on-brand communications across email, push, in-product and digital channels. Set clear priorities, standards and ways of working, ensuring excellence in execution, governance and QA. Maximise our CRM and promotional technology, leveraging automation, behavioural triggers and AI-driven optimisation. Ensure CRM activity is rooted in a deep understanding of player behaviour, needs and motivations.
- Experimentation & Continuous Improvement: Build and embed a strong test-and-learn culture across CRM, propositions and communications. Partner with BI to define hypotheses, measurement frameworks and insight loops. Translate learning into rapid iteration, improving engagement, retention and customer experience.
- Tone of Voice & Communication Leadership: Own tombola’s player-first tone of voice across all outbound communications. Ensure messaging is clear, responsible and consistent, building trust and long-term relationships with players.
- Performance, Insight & Accountability: Define and own the KPI framework for CRM effectiveness, engagement, retention and lifetime value. Oversee reporting and insight, working closely with BI to drive data-led decision making. Present performance, insight and recommendations to senior stakeholders with confidence and clarity.
- Leadership & Talent Development: Provide strong, confident leadership to a team of CRM managers and promotional specialists. Develop talent through coaching, feedback and clear progression pathways. Build a culture of accountability, curiosity and continuous improvement. Partner cross-functionally with Brand, Product, Tech, BI and Operations to deliver joined-up customer experiences. Act as a visible champion of the player and of high-quality CRM practice across the business.
What success looks like
- Sustained growth in engagement, retention and customer lifetime value
- High-impact, customer-centric CRM and promotional strategies
- A motivated, high-performing team with clear development and progression
- Increased personalisation and automation across player communications
- Strong stakeholder confidence in CRM capability and leadership
- Improved player satisfaction and reduced friction across journeys
Senior Proposition & Player Engagement Manager in Sunderland employer: Tombola job board
Contact Detail:
Tombola job board Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Senior Proposition & Player Engagement Manager in Sunderland
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect on LinkedIn. We all know that sometimes it’s not just what you know, but who you know that can help you land that dream job.
✨Tip Number 2
Prepare for interviews by researching the company inside out. Understand their values, recent projects, and player engagement strategies. We want you to walk in feeling confident and ready to show how you can make an impact at tombola!
✨Tip Number 3
Practice your pitch! Be ready to articulate your vision for player engagement and how your experience aligns with the role. We suggest rehearsing with a friend or in front of a mirror to nail that delivery.
✨Tip Number 4
Don’t forget to follow up after interviews! A quick thank-you email can go a long way in showing your enthusiasm for the role. We’re all about building relationships, so let’s keep that connection alive!
We think you need these skills to ace Senior Proposition & Player Engagement Manager in Sunderland
Some tips for your application 🫡
Show Your Passion: Let us see your enthusiasm for player engagement and CRM! Share specific examples of how you've made a difference in previous roles, especially in customer-focused environments. We want to feel your excitement for shaping player experiences!
Tailor Your Application: Make sure your application speaks directly to the role. Highlight your experience in leading teams and developing strategies that resonate with players. Use the job description as a guide to showcase how your skills align with what we're looking for.
Be Data-Driven: We love numbers! When discussing your past achievements, include metrics that demonstrate your impact on engagement and retention. Show us how you've used data to inform your decisions and drive successful CRM initiatives.
Keep It Clear and Concise: While we appreciate detail, clarity is key. Make your application easy to read and straight to the point. Avoid jargon and ensure your passion for the role shines through without overwhelming us with information.
How to prepare for a job interview at Tombola job board
✨Know Your Player Engagement Strategies
Make sure you’re well-versed in player engagement strategies and how they can be tailored to meet customer needs. Be ready to discuss specific examples of how you've used insights and segmentation to create meaningful experiences in your previous roles.
✨Showcase Your Leadership Style
As this role involves leading a team, it’s crucial to articulate your leadership style. Prepare to share how you’ve developed talent and fostered a high-performing culture in past positions. Highlight any coaching or mentoring experiences that demonstrate your ability to inspire and guide others.
✨Demonstrate Your CRM Expertise
Brush up on your CRM knowledge, especially regarding automation and AI-driven optimisation. Be prepared to discuss how you’ve maximised CRM technology in previous roles and the impact it had on engagement and retention metrics.
✨Prepare for Data-Driven Discussions
Since the role requires a strong focus on performance and insight, come equipped with examples of how you’ve used data to drive decision-making. Be ready to talk about KPIs you’ve defined and how you’ve reported on CRM effectiveness to senior stakeholders.