Senior Proposition & Player Engagement Manager in Sunderland

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 love blending insight with creativity, care deeply about player experience, and thrive on building brilliant teams and propositions — this one’s for you.

The role involves being 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 experiences that build loyalty, drive engagement and support long‑term commercial growth. Leading a team of CRM and Promotions specialists, you’ll elevate how our brand shows up across every touchpoint, championing a player‑first approach while delivering step‑change improvements in retention, engagement and lifetime value.

What you’ll be doing:

• Player Proposition & Engagement Strategy: Set the long‑term vision and roadmap for player engagement, with personalisation and distinctiveness at its core. Build compelling player‑first propositions across ATL, BTL and Free‑to‑Play, aligned to tombola’s values. Use insight, segmentation and behavioural understanding to design experiences that feel timely, tailored and genuinely human.
• CRM & Promotional Excellence: Lead a high‑performing CRM and Promotions team delivering flawless, on‑brand execution across email, push, in‑product and digital channels. Establish best‑in‑class processes, governance and QA to balance speed, accuracy and quality. Maximise our CRM and promotional tech stack, leveraging automation, triggers and AI‑driven optimisation.
• Experimentation & Continuous Improvement: Build and embed a strong test‑and‑learn culture across propositions and CRM. Partner with BI to define hypotheses, success measures and insight loops. Turn learning into action, iterating quickly to improve engagement, retention and UX.
• 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, warmth and clarity at every touchpoint.
• Performance, Insight & Influence: Define and own the KPI framework for engagement, retention and promotional effectiveness. Work closely with BI to shape dashboards, reporting and data pipelines. Present insights and recommendations to senior leaders, influencing strategy and future roadmaps.
• Leadership & Collaboration: Inspire, coach and develop a multi‑disciplinary team of CRM managers and promotional specialists. Collaborate closely with Brand, Commercial, Product, BI and Operations to deliver joined‑up player experiences. Act as a visible champion of the player, shaping decisions across the business.

What success looks like:

• Strong growth in engagement, retention and customer lifetime value
• Increased personalisation and automation across player communications
• High‑quality, high‑impact CRM and promotional execution
• Clear, consistent and distinctive propositions across all channels
• Improved player satisfaction and reduced friction
• Positive stakeholder feedback and strong cross‑functional alignment

Why tombola? We’re proudly different. Player‑first. Community‑led. Human. This role gives you the chance to shape how millions of players experience tombola every single day — and to do it alongside smart, kind, ambitious people who care deeply about what they build. If you’re looking for a role where strategy meets creativity, insight meets warmth, and leadership meets real impact — start your year with tombola.