Senior CRM Manager (Casino)

Based in the heart of Manchester, the Betable Group brings together Betable, Grace Media, NewShore, and APIS Gaming to form a dynamic iGaming and payments ecosystem. With deep expertise and a passion for innovation, our team is dedicated to delivering exceptional online gaming experiences for players across more than 100 casino and bingo sites globally.

We put the player at the centre of everything we do, from seamless payments and secure transactions to engaging game content and responsible gaming practices. Our comprehensive approach covers cutting-edge marketing, regulatory compliance, B2B account management, financial analysis, customer support, and risk management. United by a commitment to social responsibility, creativity, and teamwork, the Betable Group is shaping the future of online gaming, always with the player in mind.

We are hiring a Senior CRM Manager (Casino) to lead our Casino CRM strategy across multiple brands and licences. This is a senior leadership role for an experienced CRM professional with a proven track record in iGaming, strong commercial instincts, and a performance-first mindset.

You will own the CRM strategy, manage a growing team, and be accountable for delivering measurable impact through data-driven lifecycle marketing.

The ideal candidate is analytical, creative and hands-on – someone who can improve processes, influence strategy, and bring fresh ideas that drive retention, cross-sell and player value.

Key Responsibilities

Lead the CRM strategy across Casino brands, owning planning, execution and optimisation of all campaigns

Manage and develop a team of CRM Executives and Assistants, setting high standards and supporting their growth

Build and maintain a structured CRM calendar across email, push, SMS and onsite channels

Collaborate with Product, Games, Design and Compliance to align campaigns with key features and promotional activity

Work closely with the Sportsbook CRM Manager to identify and execute high-impact cross-sell opportunities between Casino and Sports

Use segmentation, personalisation and automation to deliver targeted communications across all player lifecycle stages

Continuously review and improve campaign performance using key metrics such as retention, ARPU, churn and ROI

Champion a performance-first, data-led approach in everything you do

Proactively bring new ideas to improve our CRM output – including campaign mechanics, messaging, user journeys and operational processes

Ensure all CRM activity is compliant with regulatory requirements across UK and international markets

Represent CRM in wider business discussions, contributing to strategy and cross-functional initiatives

Skills and Experience

Minimum 6 years' experience in CRM within the iGaming industry, ideally with a strong focus on Casino

Proven track record delivering commercial impact through structured lifecycle marketing

Confident using campaign management platforms – experience with Optimove is highly desirable

Strong leadership skills with experience managing and developing CRM teams

Excellent understanding of segmentation, player behaviour and bonus mechanics

Results-driven and analytical – comfortable interpreting data, drawing insights and taking action

Creative thinker with a passion for testing new ideas and improving performance

Strong understanding of UKGC and international compliance requirements in CRM

Able to work cross-functionally and influence stakeholders at all levels

Experience working across multi-brand environments is an advantage.