Head of CRM

Head of CRM – Job Description

We are looking for an experienced, commercially driven and strategic Head of CRM to lead the CRM function for the South African market. his role is responsible for defining and executing the overall CRM strategy across all products, ensuring strong customer retention, engagement, and lifetime value. The ideal candidate combines strategic planning, data-driven analysis, and operational leadership to deliver measurable business growth while ensuring smooth execution and continuous optimization of CRM initiatives.

STRATEGY & LEADERSHIP

• Own the end-to-end CRM strategy and roadmap, ensuring alignment with company objectives and revenue goals.

• Lead the CRM team, fostering collaboration, accountability, and innovation.

• Translate business needs into actionable CRM plans focused on retention, reactivation, and player lifetime value.

• Conduct regular market and competitor analysis to identify trends, opportunities, and areas for differentiation.

• Drive continuous improvement in CRM processes, segmentation, personalization, and communication strategies.

• Represent CRM in strategic discussions, ensuring customer insights shape product, marketing, and operational decisions.

EXECUTION & AUTOMATION

• Oversee the planning, setup, and delivery of CRM campaigns and lifecycle journeys across all channels (email, SMS, push, onsite).

• Ensure flawless execution through proper targeting, quality assurance, and on-time delivery of communications.

• Lead the CRM automation strategy, focusing on scalable and behaviour-driven lifecycle journeys.

• Evaluate and implement new CRM tool features, ensuring scalability and alignment with business priorities.

• Establish and maintain documentation, standards, and best practices for all CRM activities.

ANALYSIS & OPTIMIZATION

• Define and monitor CRM KPIs, including engagement, churn, retention, LTV, and bonus efficiency.

• Oversee the preparation of daily, weekly, and monthly CRM performance reports with clear insights and recommendations.

• Drive a data-driven culture within the team, using testing frameworks (A/B, multivariate) to optimize performance.

• Identify emerging behavioral trends and take proactive measures to sustain or improve performance.

• Collaborate with BI and Data teams to enhance dashboards, reporting accuracy, and predictive capabilities.

CROSS-FUNCTIONAL COLLABORATION

• Work closely with Product, BI, VIP, and Finance teams to ensure alignment and mutual support across initiatives.

• Ensure CRM contributes directly to business growth, balancing player experience with profitability.

• Support CRM platform migrations, integrations and process improvements.

• Coordinate CRM requirements with external providers and CRM platform partners.

Requirements for the Position

·       5+ years of experience in CRM, including at least 2 years in a managerial or strategic leadership role.

·       Strong understanding of customer lifecycle management, segmentation, and retention strategies.

·       Verbal and written fluency in English.

·       High computer literacy and proficiency in CRM and analytical tools.

·       Experience with HTML and basic Photoshop skills are an advantage.

·       In-depth knowledge and passion for the gambling industry – Sports Betting and/or Games.

·       Proven experience in developing and executing multi-channel CRM campaigns.

·       Comfortable working with dashboards, reporting tools and campaign analysis.

·       Experience with A/B testing and optimisation methodologies.

·       Strong analytical mindset with the ability to interpret data and translate insights into actionable strategies.

·       Experience with Smartico or similar CRM platforms is considered an advantage.

·       Excellent communication, leadership, and stakeholder management skills.

·       High-level education (university degree) or relevant course in Marketing.

·       Outstanding organizational and time management abilities, with the capacity to handle multiple priorities under pressure.