CRM & Retention Manager

Soft2Bet is a leading international operator and platform provider in the iGaming industry, with a portfolio of innovative casino and sportsbook brands. As we expand in the US, we are looking for a CRM & Retention Manager to build and execute lifecycle marketing strategies that drive customer engagement, loyalty, and long-term value.

This role is central to our mission of delivering personalized and data-driven player experiences. You will own the customer journey across multiple channels (email, push notifications, SMS, and in-app messaging), ensuring campaigns are optimized for engagement, retention, and monetization. Working closely with product, data, and creative teams, you’ll develop strategies that balance player experience with business growth in a regulated environment.

Responsibilities

• Design and optimize end-to-end user journeys including onboarding, activation, reactivation, and loyalty flows.

• Manage and execute CRM campaigns across email, push, SMS, and in-app channels, ensuring personalization and relevance.

• Partner with product and data teams to define segmentation, triggers, and automation rules that improve engagement and reduce churn.

• Localize campaigns to ensure they resonate with the US audience and meet compliance requirements.

• Collaborate with creative teams on copywriting and content strategies, ensuring campaigns reflect brand voice while driving results.

• Monitor and report on key retention metrics (retention rate, churn, ARPU, campaign ROI) and present actionable insights.

• Run A/B tests to optimize subject lines, messaging, timing, and segmentation.

• Continuously evaluate CRM tools and processes to enhance effectiveness.

Requirements

• 3–5 years of experience in CRM, lifecycle, or retention marketing, preferably in iGaming, gaming, or consumer apps.

• Hands-on experience with Braze, Optimove, Bloomreach, or similar lifecycle marketing platforms.

• Strong understanding of segmentation, personalization, and automation.

• Excellent copywriting instincts and ability to adapt tone for different audiences.

• A test-and-learn mindset, with experience running A/B and multivariate tests.

• Data-driven approach with proven ability to analyze campaign performance and generate actionable insights.

• Familiarity with US regulatory and compliance requirements in digital marketing is a plus.

• Strong collaboration and communication skills to work cross-functionally with product, data, and creative teams.

What Soft2Bet Offers

• The opportunity to shape CRM and retention strategy for a growing US iGaming brand.

• A collaborative and international work environment with teams across Europe and North America.

• Full ownership of lifecycle marketing campaigns with room to innovate.

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