Senior CRM & Lifecycle Manager (B2C)

Location: Remote
Nationality: Taiwan, China, or Malaysia
Languages: Fluent in Mandarin and English
Salary: USD 5,000/month
Reporting Line: General Manager

Position Overview-
The Senior CRM & Lifecycle Manager will own the company's CRM, lifecycle marketing, and bonus strategy. Working closely with the General Manager, this role is responsible for designing structured player journeys that improve player activation, first purchase conversion, engagement, retention, reactivation, and lifetime value (LTV).
This is both a strategic and hands-on role. The ideal candidate should be able to define the CRM roadmap while understanding how campaigns, player segmentation, bonus mechanics, data, compliance, and product experience work together to drive sustainable business growth.
This role is particularly important within a Social Sweepstakes Casino environment, where CRM strategies must balance commercial performance with responsible promotional design, bonus efficiency, dual-currency mechanics, player trust, and regulatory/compliance requirements.
Key Responsibilities
CRM Strategy & Lifecycle Management

• Work closely with the General Manager to define and continuously improve the CRM and lifecycle marketing strategy.
• Build and optimize lifecycle frameworks covering player registration, onboarding, early lifecycle, active gameplay, VIP/high-value players, churn prevention, and win-back campaigns.
• Identify player drop-off points throughout the customer journey and design CRM initiatives to improve conversion, engagement, and retention.
• Develop behavior-triggered lifecycle campaigns instead of relying solely on calendar-based promotions.
• Translate business KPIs into clear CRM initiatives with measurable outcomes.

Bonus & Promotion Strategy

• Develop structured bonus and promotional frameworks that support player growth while protecting business profitability.
• Define bonus offers based on player segmentation, lifecycle stage, value tier, and behavioral triggers.
• Work with the General Manager to evaluate the commercial impact of bonus spending, including redemption behavior, repeat purchases, bonus dependency, abuse risk, and ROI.
• Design personalized, segmented, and commercially disciplined promotional offers instead of one-size-fits-all bonus campaigns.
• Ensure promotional mechanics are suitable for the Social Sweepstakes Casino model, including both Gold Coins and Sweeps Coins.

Segmentation, Personalization & Player Insights

• Analyze player behavior, campaign performance, and revenue trends to identify actionable business insights.
• Partner with the Analytics/Data team to identify growth opportunities, churn signals, and player cohorts requiring intervention.
• Continuously improve CRM personalization to deliver relevant, timely, and compliant player communications.
• Develop a test-and-learn framework to optimize messaging, offers, timing, frequency, and channel mix.

CRM Campaign Planning & Performance

• Own the monthly and quarterly CRM campaign calendar to ensure activities align with business and lifecycle objectives.
• Guide the CRM Marketing Executive in campaign execution, audience segmentation, campaign configuration, QA, deployment, and reporting.
• Review campaign performance and provide clear recommendations on what to continue, stop, improve, or further test.
• Present weekly and monthly CRM performance updates to the General Manager and leadership team.
• Monitor key CRM KPIs, including:
  • First Purchase Conversion
  • Repeat Purchase Rate
  • Active Player Rate
  • Retention
  • Reactivation
  • Churn
  • Lifetime Value (LTV)
  • Bonus Cost
  • Campaign ROI

Requirements-

• ''Minimum 5 years'' of experience in CRM, lifecycle marketing, retention marketing, or player engagement.
• Strong experience in iGaming, Online Casino, Social Sweepstakes Casino, or Real Money Gaming.
• Proven experience designing lifecycle journeys across onboarding, activation, retention, VIP management, churn prevention, and reactivation.
• Strong understanding of bonus strategy, promotion economics, player segmentation, and customer lifetime value (LTV).
• Strong analytical mindset with the ability to interpret campaign performance and player behavior.
• Solid understanding of CRM KPIs, including conversion, repeat purchase, churn, lifetime value, engagement, and campaign ROI.