Senior CRM Manager - Social Casino - Hybrid in Philadelphia

My client is a managed service business that are utilized when clients require a more extensive range of interim management services, spanning everything from strategic business planning, P&L management, user acquisition marketing, customer retention marketing, vendor selection, negotiation and management, front end design and build, data science and business intelligence, to operations and customer service, compliance, VIP management and transition planning.

The Social Casino team manage the Social Casino clients and end-to-end operations to ensure the key objectives of the clients are met. A Social Casino operates as a Freemium model and is a digital platform, available as a mobile app and web-based, that replicates the thrill of traditional casino games such as slots, table games, and bingo, but without real-money wagering. Instead of betting with cash, players use virtual currency, which can be earned through gameplay or purchased via in-app transactions. Unlike traditional online casinos, where players can win or lose real money, social casinos focus purely on entertainment. The games and platform integrate features like leader-boards, multiplayer tournaments, and social sharing, making them a lot more interactive than standard online gambling platforms. Because of these reasons, Social Casinos are on the rise, globally as a bridge to “real-money” gambling through acquiring and retaining a ready database of online casino players, and to leverage big data to better personalize their players experience throughout the casino clients operations.

The Senior Manager, CRM (Social Casino) is a key leadership role within the marketing team. This position is responsible for client management of the Social Casino division, developing and executing Social Casino customer retention strategies, managing online loyalty programs, and overseeing end-to-end CRM while working closely with the Acquisition & Data Analysis teams to ensure both financial and non-financial KPIs are met for each managed client.

Role Summary:

As the Senior Manager of CRM for the Social Casino division, you will develop & fully execute marketing plans for the growing Social Casino client base. You will be responsible for campaign planning, creation and execution for promotions targeted to the clients’ Social Casino customer bases. This position will allow for personal growth as the managed service business overall continues to grow.

The Senior Manager, CRM (Social Casino) is a key management position within the Marketing team working closely with the Head of Business Intelligence and broader marketing team, and is responsible for defining and executing Social Casino strategies to best convert and monetize the clients’ Social Casino player databases. This role manages the entire CRM strategy that is inclusive of social casino client management (weekly check ins, monthly & quarterly health check presentations etc), strategic marketing communications planning & execution, promotion ideation execution and management, marketing technology management, and people management. Your goal is to be an expert on the virtual economy & time on device impacts, and player cohort behavior in order to increase conversion and monetization of the entire player database. With the end goal to increase the overall customer lifetime value (revenue, time, and profitability) through increased engagement and retention to meet both financial and non-financial KPIs.

You are data focused, which informs your strategic marcomms planning. You have proven capabilities in developing sophisticated personalization at scale, automation, strategic marketing & tech innovation, as well as the holistic marcomms omni-channel player experience, and development of a robust test & learn environment. This role requires strong marketing and CRM technology experience, deep expertise with a proven track record in CRM success and the ability to collaborate cross functionally, as well as (ideally) a background in managing Social Casino marketing.

My client are committed to cultivating a diverse and stimulating work environment to achieve extraordinary results. They are looking for an individual who enjoys working in a fast-past, lean & team-oriented environment, likes to be challenged, and values the opportunity to make impacting change. They are building a strong culture of teamwork, collaboration, mutual respect, and transparency, and its vital that you help continuing to cultivate this culture as they grow.

Essential Duties & Responsibilities:

• Lead the development, creation, and execution and management of the CRM strategy for of the Social Casino product. Including the development and execution of omnichannel loyalty marketing and CRM initiatives to optimize acquisition, retention, monetization, dynamic personalization and promotional strategies.
• Client Management of all the Social Casino division clients included but not limited to running weekly check in and performance updates, monthly and quarterly formal health check presentations, regular meetings with clients teams helping support the product initiatives, event management (on site events as part of marketing plan), and any other client related requirements.
• Management and ownership of all 3rd party Vendor relationships including weekly check ins with Social Casino platform partner account management team, Customer Service team, Social Media team, and Loyalty Management team.
• Operational responsibility of retained player marketing initiatives; player retention & reengagement; promotion and bonus campaign planning and execution; reporting, and iterating marcomms plan (incl player time on device & virtual economy management); content and creative management; and holistic marcomms omni-channel management (email, website, push, player inbox, direct mail, and social).
• Analyze customer data, defining actionable cohorts 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.
• Closely work with and contribute to the Product, Social Media and UA teams to enhance retention, database conversion & monetization (with a strong focus on retaining and growing the LTVs of key player cohorts), and user acquisition.
• People manage the Graphic Design (Social Casino) and oversee all content teams in order to create dynamic assets that optimize conversion & monetization rates.
• Working closely with the Head of Business Intelligence to develop and enhance KPIs for managing and assessing the success of our various clients’ Social Casino marketing effectiveness including channels, campaigns, programs, product and overall strategy.
• Working closely with both the Head of BI, Head of UA, and product vendor analytics teams to build and monitor dashboards to track and optimize all marketing performance.
• Identify, prioritize and execute initiatives to grow the database conversion & monetization activity and drive increased engagement - whether it’s organic initiatives, viral, referral or product based.
• Deep knowledge of (with proven success in) email, social, and mobile CRM best practices
• Working knowledge of HTML/CSS and email design best practices.
• Expertise in Social Casino gaming and/or digital freemium gaming models & strategy.
• Strong background in online VIP and loyalty marketing programs & initiatives (incl the dynamic player journey models).
• Execute in a fast-paced, and highly iterative environment.

Education, Qualifications & Experience:

• Bachelor’s degree (B.S./B.A.) in Business Administration, Marketing, or related field.
• 5 years in a digital marketing CRM/lifecycle management role or equivalent combination of education, training and experience.
• 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.).
• Must have experience & expertise in online social casino gaming and/or online Freemium gaming models & strategy.
• Experience developing personalized emails using HTML/CSS with embedded personalization tokens.
• Adaptable, analytical thinker who can work both strategically as well as in a hands-on executional capacity.
• Excellent oral and written presentation skills.
• Strong ability to manage simultaneous project streams and thrives in a fast-paced, evolving company environment.
• Innovative thinker who looks beyond immediate competitive set for inspiration and ideas.
• Hands-on experience working with a variety of CRM tools.
• Exceptionally knowledgeable in current digital marketing CRM principles and best practices, and proven success models for delivering best in show CRM omni-channel planning & execution.
• Demonstrated leadership experience in 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, Teams, Sharepoint, PowerPoint and Outlook).
• MUST HAVE: Passion for social gaming, casino & casino marketing.