R77 is the exclusive talent partner supporting our client to hire their next CRM Manager. This role has been created to strengthen the CRM function and elevate how lifecycle journeys and campaigns are planned, executed, and optimised across both B2C and B2B audiences.

Youll work closely with the Senior CRM Manager, owning end-to-end CRM delivery across multiple brands, with a clear focus on engagement, retention, reactivation and lifetime value through data-led, personalised communications.

Role purpose

To build and optimise lifecycle journeys and CRM campaigns that drive measurable performance across the customer lifecycle, ensuring timely, compliant and on-brand communications across key CRM channels.

Key focus areas

• Audience: B2C and B2B
• Brands/Products: Quacksino, Vibez, Touch, Dbosses, plus additional clients using CRM services
• People management: No direct team management (high collaboration, cross-functional ownership)

What youll be doing

• Own and execute a CRM strategy aligned to commercial and brand objectives.
• Build and optimise lifecycle journeys: onboarding, retention, reactivation, loyalty/VIP support.
• Plan, launch and iterate multi-channel campaigns (email, SMS, push, in-app).
• Create and manage segmentation and personalisation frameworks to improve relevance and performance.
• Use customer and campaign data to generate insights and translate them into commercial actions.
• Build and maintain automated journeys and triggered communications at scale.
• Lead structured A/B testing (messaging, timing, creative, offers) and embed learnings.
• Monitor, analyse and report on CRM KPIs: open rate, CTR, conversion, retention, churn, LTV, ROI.
• Partner with internal stakeholders (data, product, sales, compliance) to deliver consistent customer experiences.
• Work with design/creative to ensure messaging is clear, consistent and on-brand.
• Ensure CRM activities align with data protection requirements and responsible gaming standards in regulated markets.

What were looking for

• 2+ years experience in CRM, lifecycle, retention or related performance marketing roles.
• iGaming experience preferred, or experience in a fast-paced regulated environment (fintech, payments, trading, etc.).
• Proven ability to run CRM programmes that improve engagement, retention, churn reduction and ROI.
• Strong analytical mindset: confident turning data into clear actions and decisions.
• Hands-on experience with at least one CRM/marketing automation platform (and strong understanding of automation frameworks).
• Demonstrated experience building and optimising complex automated and triggered journeys.
• Strong understanding of lifecycle strategy, customer journeys, segmentation, personalisation and best practices.
• Excellent stakeholder management and communication skills; able to collaborate across multiple teams.
• Strong organisational skills—comfortable managing multiple campaigns and priorities at once.

Nice to have

• Experience supporting both B2C and B2B lifecycle communications.
• Experience working across multiple brands or a multi-market setup.
• Familiarity with deliverability, experimentation frameworks, and structured reporting.

Why this role

This is a high-ownership opportunity for someone who enjoys building lifecycle programmes that directly impact revenue, retention and customer experience—while continuing to grow their CRM, data and automation expertise in a performance-driven environment.