Director, CRM

The Director, Marketing defines and executes end-to-end customer lifecycle strategies across all product verticals for Penn Interactive Sportsbook and Online Casino. This role focuses on delivering personalized promotional offers using data-driven insights and automation to maximize customer lifetime value through increased engagement and retention. Responsibilities include leading CRM strategy, analyzing customer data for segmentation, monitoring competitor programs, and managing the CRM Marketing team to optimize channel performance.

Must Have

• Lead the development, execution and management of the CRM strategy
• Analyze customer data, defining actionable segments and creating targeted lifetime value/customer life-cycle engagement campaigns and programs
• Monitor competitor CRM and loyalty programs, testing and adopting best practices
• Operational responsibility of retained player marketing initiatives
• Manage and scale the CRM Marketing team
• Develop and enhance KPIs for managing and assessing the success of CRM marketing channels, campaigns, and programs
• Working closely with the marketing analytics team to build dynamic segmentation and monitor dashboards
• Proven expertise in Mobile CRM, email, push, and social best practices
• Bachelor’s degree (B.S./B.A.) in Business Administration, Marketing, or related field
• 8+years in a digital marketing CRM/lifecycle management role
• Hands-on experience working with a variety of CRM tools
• Technical proficiency and knowledge in Microsoft applications (Word, Excel, and Outlook)
• Comprehensive knowledge of marketing systems and processes

Good to Have

• Demonstrated leadership experience in regulated online gaming or e-commerce marketing
• Passion for online betting

Perks & Benefits

• Competitive compensation package
• Comprehensive Benefits package
• Fun, relaxed work environment
• Education and conference reimbursements

About the Role & Team

The Director, Marketing is a key management position within the Penn Interactive Sportsbook and Online Casino Marketing team and is responsible for defining and executing end to end customer lifecycle strategies across all product verticals. In this role, you will define and execute CRM initiatives that deliver the right promotional offer to the right customer segment at the right time, using data driven insights and automation to drive personalized engagement and maximize customer lifetime.

Your goal is to increase the customer lifetime value (revenue, time, and profitability) through increased engagement and retention. You are data focused, which informs your strategic planning. You have proven capabilities in developing highly sophisticated personalization at scale, automation, strategic marketing & tech innovation, as well as the holistic marcomms omni-channel player experience given the ever evolving communication channels and development of a robust test & learn environment.

About the Work

• Lead the development, execution and management of the CRM strategy. Including automated segmented lifecycle campaigns that drive retention, loyalty, cross-sell, churn prevention, and win back across all channels
• Analyze customer data, defining actionable segments and creating targeted lifetime value/customer life-cycle engagement campaigns and programs
• Monitor competitor CRM and loyalty programs, testing and adopting best practices to continuously improve program performance, player value, and profitability
• Operational responsibility of retained player marketing initiatives; player retention & re-engagement; promotion and bonus campaign planning and execution (incl eROI analysis); executing, reporting, and iterating marcomms plan (incl player bonus liability); content and creative management; and holistic marcomms omni-channel management (email, website, SMS, push, player inbox, phone, direct mail, and social)
• Manage and scale the CRM Marketing team
• Develop and enhance KPIs for managing and assessing the success of the CRM marketing channels, campaigns, and programs
• Working closely with the marketing analytics team to build dynamic segmentation and build monitor dashboards to track and optimize CRM channel performance
• Proven expertise in Mobile CRM, email, push, and social best practices, supporting promo execution with seamless end to end UX.
• Other duties as required.

About You

• Bachelor’s degree (B.S./B.A.) in Business Administration, Marketing, or related field
• 8+years in a digital marketing CRM/lifecycle management role or equivalent combination of education, training and experience
• Adaptable, analytical thinker who can work both strategically as well as in a hands-on executional capacity
• Strong ability to manage simultaneous project streams and thrive in a fast-paced, evolving company environment.
• Innovative thinker who looks beyond the immediate competitive set for inspiration and ideas.
• Hands-on experience working with a variety of CRM tools
• Demonstrated leadership experience in regulated online gaming or e-commerce marketing not required, but highly regarded
• Excellent people management skills
• Ability to meet deadlines and to work under the pressure of short time constraints
• Must have technical proficiency and knowledge in Microsoft applications (Word, Excel, and Outlook)
• Must have comprehensive knowledge of marketing systems and processes (included but limited to email, SMS, onsite messaging & CMS management, app and web push notifications, etc.)
• Passion for online betting is an asset

What We Offer

• Competitive compensation package.
• Comprehensive Benefits package.
• Fun, relaxed work environment.
• Education and conference reimbursements.

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