Director of CRM & Player Engagement

Job Details

Description

Who we are

Bally's Corporation is a global casino-entertainment company with a growing omni-channel presence. It currently owns and manages 15 casinos across 10 states, a golf course in New York, a horse racetrack in Colorado, and has access to OSB licenses in 18 states. It also owns Bally's Interactive International, formerly Gamesys Group, a leading, global, online gaming operator, Bally Bet, a first-in-class sports betting platform, and Bally Casino, a growing iCasino platform.

With 10,600 employees, the Company's casino operations include approximately 15,300 slot machines, 580 table games and 3,800 hotel rooms. Upon completing the construction of a permanent casino facility in Chicago, Bally's will own and/or manage 15 casinos across 10 states. Bally’s also has rights to developable land in Las Vegas post the closure of the Tropicana. 

Well, what about the team?

Maximising customer and business growth in the UK, the Director of CRM and Player Engagement will be responsible for leading the development and execution of strategic initiatives aimed at driving customer retention, loyalty, and engagement. This role demands a strategic thinker with deep expertise in CRM, promotional marketing, and engagement strategies within the iGaming and sports betting industry, with a focus on delivering against commercial targets today alongside long-term business growth through data-driven insights and innovation. 

As a key member and leader in the UK market Team, the Director will shape and guide the UK market’s CRM and engagement marketing strategy, ensuring the delivery of high-impact, app and web campaigns designed to maximise customer lifetime value, player engagement, and retention across our full suite of UK brands. They will also be instrumental in leading cross-functional collaboration, driving team performance, and adapting strategies in response to market trends and regulatory changes. 

This position reports to the VP Commercial, UK. 

So, what about the role?

•  Defining and leading the overall UK CRM and engagement marketing strategy, aligning it with broader business goals and industry trends.
• Developing long-term plans that focus on customer lifecycle management, retention, and player reactivation, with an emphasis on optimising the app-based user experience. 
• Refining strategic roadmaps based on customer behaviour insights, market developments, and emerging opportunities within the online casino and sports betting industry. 
• Working closely with the leadership team to ensure CRM and promotional strategies support the company's growth and profitability goals. 
• Overseeing the design and implementation of multi-channel CRM initiatives, with a particular focus on driving engagement through personalised, data-driven campaigns. 
• Leading the strategic planning of promotional marketing activities, ensuring the development of high-impact, regulatory-compliant promotions to boost player engagement and conversion. 
•  Building and enhancing player loyalty programs, segmented experiences, and targeted offers aimed at maximising player lifetime value.
• Translating data insights into actionable marketing strategies, ensuring continuous optimisation and innovation. 
• Leading, mentoring, and inspiring a high-performing team of CRM, promotional marketing, and engagement specialists. 
• Fostering a collaborative, innovative, and results-driven environment that encourages continuous learning and growth. 
• Driving cross-departmental collaboration, working closely with product, analytics, legal, and ops teams to ensure integrated and aligned campaign execution. 
• Building relationships with external stakeholders, including marketing technology partners and regulatory bodies, to stay ahead of industry developments. 
• Utilising customer data, predictive analytics, and customer segmentation to create highly personalised and relevant marketing strategies. 
• Tracking, analysing, and reporting on key performance metrics (e.g., customer lifetime value, ROI, engagement) to optimise marketing performance and deliver long-term business growth. 
• Ensure the development and maintenance of dashboards that provide real-time visibility into campaign performance and customer insights. 
• Ensuring all marketing, CRM, and promotional activities comply with market specific gambling regulations. 
• Leading responsible gambling initiatives, embedding them into CRM and promotional strategies to ensure player safety and well-being.  

And what do you need?

• Possess extensive experience in CRM and engagement marketing roles within the online sports betting, iGaming, or related industries, with a track record of successful marketing campaigns and strategic leadership. 
• Possess strong strategic planning and analytical skills, with the ability to translate data-driven insights into actionable strategies that drive long-term business success. 
• Holds a strong understanding of app and web-based business models in sports betting and iGaming, with a proven ability to execute and drive performance.
• Have in-depth understanding and demonstrable experience in iGaming and Sportsbook verticals, including regulations, market dynamics, and emerging trends. Experience navigating complex regulatory environments is critical. 
• Possess exceptional leadership and team management abilities, with a focus on fostering a collaborative and innovative work environment that drives performance and inspires a high level of engagement from the team. 
• Have excellent communication and interpersonal skills to effectively engage with internal and external stakeholders, build relationships, and represent the company's brand at the highest levels. 
• Possess the ability to thrive in a fast-paced, dynamic environment, demonstrating agility and resilience in adapting strategies to evolving market conditions, competitive pressures, and regulatory changes. 
• Have a proven track record of delivering measurable results - ability to set ambitious targets, track and communicate performance, and drive continuous improvement.

This is what you'll get

Different benefits packages are tailored to fit each location, but here’s a taste of what may be on offer:

• Annual leave
• Annual bonus
• Pension plan
• Health insurance
• Company share scheme
• Volunteering days
• Home office allowance
• Wellness or Gym allowance

DNA / Values 

At Bally’s Interactive, we are driven by a set of core values that we like to call our DNA. We strive to embody our DNA and keep them at the heart of everything we do!

We are Always Ready to embrace change, adapt, and do what it takes to delight our customers. We believe that You Make the Difference, which is what gives our players the best experience and keeps them coming back. We are All One Team, looking out for each other, respecting diversity while connecting through a common purpose. Our teams are Learning Every Day by showing constant curiosity and the drive to learn from successes, mistakes, new experiences, and the people around us. At Bally’s we Love to Lead by thinking differently, seeking innovation, and always looking for ways to raise our game. 

Equal Opportunities 

At Bally’s Interactive, we are committed to promoting equal opportunities in employment and working conditions.

Diversity, Equity and Inclusion are important to us, and we encourage a culture where everyone can be themselves at work. We believe passionately that employing a diverse workforce is central to our success, this is our superpower. 

We do not discriminate against employees or job applicants on the basis of race, colour, nationality, ethnic or national origin, age, sex or sexual orientation, gender reassignment, religion or belief, marital or civil partner status, pregnancy or maternity, political opinion or disability.

#LI-ZH1 

Qualifications