CRM Automation Manager

Let's start with the role

As CRM Automation Manager, you will be the strategic linchpin between CRM, Technology, and Data & ΑΙ teams, driving measurable improvements in player engagement and revenue. Your leadership will shape the automation ecosystem, ensure the seamless delivery of projects and embed a culture of experimentation and data-driven decision-making. You will translate business goals into technical requirements, champion best-practice experimentation at scale, and mentor junior specialists.

As a CRM Automation Manager you will:

Strategic consultancy & platform ownership

• Advise on CRM campaign & messaging platforms capabilities, architecture, and best practices to meet both immediate campaign needs and multi‑year growth plans.
• Continuously benchmark market offerings (external vendors, in‑house tooling) and recommend enhancements that future‑proof our stack without disrupting current operations.

Cross‑Functional liaison

• Gather requirements from CRM Planning & Operations and translate them into detailed user stories / specifications for Platforms Tech and Data teams.
• Represent the “voice of CRM” in roadmap sessions with Rewards Product, AI, and Data Science to ensure player‑centric outcomes.
• Contribute impact scoring to the CRM-tech backlog and support CRM Enablement team in roadmap prioritisation.

Journey & channel innovation

• Collaborate with Early Life and Retention teams to turn lifecycle strategy into end-to-end, automated multi-channel journeys (welcome, upsell, cross-sell, churn prevention, VIP).
• Ensure flawless execution across all supported channels (email, push, SMS, in-app, etc.).
• Leverage evolving customer-data projects (unified profiles, real-time event streams and newly surfaced attributes) to trigger smarter automations, personalise content and elevate journey logic.
• Champion experimentation frameworks (A/B, hold‑out) and embed incremental lift measurement in every flow.

Process & workflow optimisation

• Identify manual pain‑points, propose automation or integration solutions, and lead execution end‑to‑end.
• Maintain robust documentation (naming conventions, QA checklists, data dictionaries) so changes scale across brands and markets.

Project & stakeholder management

• Run CRM‑tech campaigning & communications initiatives from scoping to release, ensuring timely communication, risk tracking, and stakeholder alignment.
• Manage vendor relationships and negotiate support SLAs as needed.
• Prepare and lead Optimove weekly/bi-weekly working sessions—agenda, issue replication, fix validation.

Thought leadership & mentoring

• Coach junior automation specialists, share best practices, and cultivate a test‑and‑learn culture within the broader CRM org.
• Contribute to the long‑term CRM strategy by recommending templates, policies, and personalisation frameworks.

What you’ll bring

Must‑have

• 7+ years in CRM automation or lifecycle marketing, with proven success in iGaming or similar high-frequency consumer sectors (e.g., e-commerce, fintech).
• Bachelor’s degree in Marketing, Computer Science, Business, or related field. Alternatively relevant experience.
• Deep functional knowledge of enterprise CRM platforms (Optimove, Braze, Salesforce MC, Adobe Campaign, etc.) including workflow design, complex segmentation, testing and REST/SFTP integrations.
• Hands-on experience as a power user or administrator of a CRM automation platform, with ability to evaluate and maximize its features.
• Proven track record of implementing CRM or marketing automation strategies that deliver measurable business growth.
• Ability to translate business needs into technical specifications and deliver cross-team projects on time.
• Familiarity with API documentation and discussing data‑warehouse concepts with engineers.
• Excellent stakeholder management skills, able to bridge technical and non‑technical audiences.
• A proactive, hands-on, and collaborative attitude, comfortable taking initiative, providing strategic advice, and leading by influence.
• Analytical mindset: experimental design, statistical significance, and KPI storytelling.
• Fluent English; crisp communicator in written docs and live forums.

Nice‑to‑Have

• Exposure to AI‑driven personalisation models, predictive LTV, or CDPs (Segment, mParticle).
• Practical knowledge of RG/KYC and GDPR consent handling for European markets.
• HTML/CSS and lightweight scripting (Python/JS) for prototyping channel content or quick fixes.
• High level understanding of integrating real‑time data pipelines (Kafka, Kinesis) into CRM tools.