Customer Retention Specialist

• Own and manage the MiFinity loyalty programme, including customer segmentation, offer strategy, reward mechanics, reporting, and continuous improvement.
• Build and execute targeted retention campaigns using CRM and marketing automation platforms (e.g., CleverTap).
• Monitor and improve performance across the entire customer lifecycle, from onboarding to lapsed user reactivation.
• Work with internal teams to optimise product-led engagement strategies, including new retention initiative projects.
• Coordinate with the data team to track KPIs, build dashboards, and identify customer trends.
• Test and iterate retention tactics to maximise user engagement, deposits, and eWallet activity.
• Support A/B testing, dynamic content, and personalised offers to improve outcomes.
• Liaise with compliance, product and customer service teams to ensure all campaigns meet required standards.

Senior Loyalty and Retention Manager

Customer Success Manager

• Execute CRM campaigns across CRM and bonus tools
• Create and QA bonuses and promotional setups
• Support customer segmentation and audience building
• Collect campaign performance data and assist with reporting
• Coordinate with localisation, content, and design teams to ensure smooth campaign delivery
• Ensure campaigns are delivered accurately and on time
• Contribute ideas to improve customer engagement and campaign performance

CRM Coordinator

• Analyse CRM campaign performance across all brands and channels, monitoring KPIs including conversion rates, retention, ARPU, and NGR.
• Evaluate campaign effectiveness, identify performance trends, and break down results by segment, product, and player lifecycle stage.
• Turn data into clear, actionable recommendations - identifying underperforming campaigns and highlighting opportunities to increase conversion, retention, and revenue.
• Own and support the CRM testing framework, designing and analysing A/B tests across campaigns and bonus strategies.
• Ensure test learnings are documented and consistently applied to future campaigns.
• Build and maintain CRM performance dashboards in tools such as FastTrack or BI platforms, providing regular updates to stakeholders.
• Analyse player activity, deposit patterns, and engagement trends to support RFM, lifecycle, and VIP segmentation models.
• Identify high-value opportunities and churn risks through player behaviour analysis.
• Work closely with CRM Strategy, Mechanics, QA, and BI teams to align insights with campaign execution and planning.
• Act as the analytical backbone of the CRM team, supporting data-driven decision-making across stakeholders.

CRM Performance Analyst

• Translate CRM Strategist briefs into accurate campaign builds across Retool, Bloomreach, and other operational platforms.
• Execute all configurations in line with established processes, documentation, and brand-specific requirements.
• Complete end-to-end QA on your own builds, ensuring targeting, logic, rewards, and scheduling are correct before handover for final approval.
• Manage assigned workload proactively, flagging risks to timelines or dependencies early to the Team Lead.
• Follow the team’s QA framework, checklists, and naming conventions to maintain high operational accuracy.
• Ensure every campaign meets compliance, data-privacy, and operational standards prior to launch.
• Validate the availability and correctness of key data points required for your campaigns (segments, attributes, event triggers, reward parameters).
• Escalate detected data issues to the Team Lead, Martech, or BI as appropriate.
• Document anomalies clearly to support faster investigation and incident resolution.
• Follow all operational workflows consistently, contributing feedback to help refine them over time.
• Work closely with CRM Strategists to clarify requirements, feasibility, and edge cases for each campaign.

CRM Specialist

• Take full ownership of the systems, data, and infrastructure that power our commercial engine
• Own and maintain the HubSpot CRM as the single source of truth for all commercial data
• Conduct a full audit of the existing CRM
• Establish and enforce data hygiene standards
• Own all integrations between HubSpot and other systems
• Define and maintain lifecycle stage definitions across the full funnel
• Build and maintain revenue dashboards that the Commercial Director relies on daily
• Ensure automation is clean, documented, and does not create duplicate records
• Manage any external CRM or data contractors

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