The Challenge
bet365 is hunting a CRM leader to own promotional strategy and customer loyalty across their sports betting platform. You'll build and manage a high-performing team while driving a test-and-learn culture that directly impacts retention and LTV in a regulated, fast-moving industry.
Your Mission
Audit current CRM/CDP platform setup (Optimove, XtremePush, Braze) and identify 3-5 quick wins for campaign optimization
Establish baseline metrics on promotional performance and customer lifecycle engagement across key territories
Build team alignment on test-and-learn framework; launch first A/B testing roadmap with 2-3 live experiments
Map regulatory compliance gaps across all domains and create playbook for promotional mechanics
Deliver localized CRM strategy and campaign roadmaps for 3+ key territories with measurable uplift targets
Achieve 20%+ lift in campaign performance through systematic A/B testing and control testing programs
Build cross-departmental alignment with Marketing, Product, and Compliance; own quarterly business reviews with stakeholders
Establish industry benchmarking dashboard tracking competitor trends and internal loyalty program performance
KPIs You'll Own
Campaign ROI & ROAS
Track promotional campaign return on ad spend and overall profitability by segment and territory
Customer Retention Rate (by lifecycle stage)
Measure churn and repeat purchase rate for customers engaged in loyalty programs vs. control groups
Test Velocity & Learning Rate
Number of A/B tests launched monthly and percentage of insights implemented into production campaigns
Regulatory Compliance Score
Track 100% adherence to promotional mechanics, licensing frameworks, and domain-specific regulations
Team Engagement & Delivery
Project completion rate on-time and on-budget; team satisfaction and knowledge retention scores
Tools & Stack
Your Team
Your Manager
Not specified (likely VP Marketing or CMO)
Current Team
Existing CRM team (size not disclosed; you will lead and manage them)
Backfill or expansion - team already exists
The Package
Salary
$105K-$130K base
Remote
On-site, Denver, CO - Full-time
Benefits & Perks
Company Intelligence
bet365 is a leading global online sports betting and gaming operator. The company operates across multiple regulated markets and requires deep compliance expertise alongside aggressive growth marketing.
Is This Role For You?
- You've managed CRM/loyalty programs in online sports betting or regulated gambling (critical requirement)
- You're data-obsessed and comfortable with A/B testing, MVT, and statistical rigor to prove campaign impact
- You can lead teams, delegate effectively, and thrive managing competing priorities under deadline pressure
- You understand promotional mechanics, customer lifecycle strategy, and how to build compliance into campaigns from day one
- Your CRM experience is limited to B2C SaaS or e-commerce—you need sports betting domain expertise
- You treat marketing as art over science; this role demands test-and-learn discipline with hard metrics
- You're uncomfortable with regulatory oversight; compliance is non-negotiable in this industry
Interview Process
Screening Call
30 min initial fit screen on CRM background and sports betting experience
Case Study / Take-Home
Likely scenario-based challenge on promotional strategy, testing design, or lifecycle optimization
Manager Interview
Deep dive on leadership style, team management, and cross-functional collaboration with direct manager
Team/Stakeholder Interview
Meet with CRM team members and cross-functional partners (Product, Compliance) to assess working style
Executive Round
Final conversation with VP/CMO level on strategy, vision, and business impact
Interested in this role?
Apply now and hear back within days, not weeks.
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About CRM & Lifecycle Roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.