CRM Lifecycle Planning & Operations Senior Specialist

Craft: Marketing

Job Description:

This role is the heart of lifecycle operations within CRM team—turning strategy into clear, actionable plans for the automated communications we send to players throughout their journey in the game.

You'll work closely with the CRM lifecycle team, CRM agency, marketing studio, operators, and analytics team to ensure smooth campaign execution, efficient planning, and high-quality delivery.

The focus is on messages triggered by player behaviour—like onboarding, engagement, and reactivation flows. You’ll also help define how often we reach out to players, making sure every communication is timely, relevant, and puts the player experience first.

Key Responsibilities:

• Plan and oversee automated CRM journeys (like onboarding, engagement, and reactivation).
• Keep track of timelines, tools, and steps needed to launch and update these flows.
• Help define how often we message players and ensure communication is well timed and balanced.
• Work with our CRM agency to brief them, check their work, and manage their workload.
• Collaborate with other teams (like marketing, operators, and analysts) to enable smooth operations and ways of working.
• Keep good records of what’s live, what’s performing well, and identify gaps and opportunities.

What Success Looks Like:

• Automated comms run smoothly and are well-organized.
• Players get the right messages without being overwhelmed: we have clear rules on when and how often to contact players.
• Regular reporting keeping wider business informed on the performance of automated comms.
• Workload is planned well across CRM, the agency, and other teams.
• Our tools and processes improve over time to help us move faster and do more.
• Documentation is kept clean, clear, and easy to follow for anyone in the team.