WLC is a white-label online casino solutions provider. We design, build, and operate end-to-end casino platforms that enable our partners to launch and grow their own online casino brands. Our all-in-one solution combines technology, operations, and ongoing support, with a focus on reliability, scalability, and compliance.
WLC is a global business with a team of 110+ iGaming professionals. Our team operates across Europe, Latin America, the Philippines, and beyond.
Position Summary
We are seeking an experienced CRM Manager for our Casino department to own and develop our customer relationship strategy across the full customer lifecycle. The role focuses on driving engagement, retention, and lifetime value through data-driven, personalised communications across email, SMS, push, and other CRM channels. Working closely with the Senior CRM Manager, you will lead CRM strategy and campaign execution, manage customer segmentation, and analyse performance to ensure timely, accurate, and on-brand customer communications, while continuing to develop technical CRM, data, and lifecycle marketing expertise.
Key Responsibilities
Duties will include but are not limited to:
- Develop and execute a comprehensive CRM strategy aligned with business objectives.
- Own lifecycle marketing initiatives, including onboarding, retention, reactivation, and loyalty.
- Plan, build, and optimise multi-channel CRM campaigns (email, SMS, push, in-app)
- Define and manage customer segmentation and personalisation strategies.
- Analyse customer data to drive insights, improve targeting, and optimise performance.
- Manage CRM tools and platforms.
- Set up and maintain automated journeys and triggered communications.
- A/B test messaging, timing, and creative to improve engagement and conversion.
- Track and report on CRM KPIs, including open rates, CTR, conversion, retention, and LTV.
- Collaborate with data, product, sales, and creative teams to deliver cohesive customer experiences.
- Ensure all CRM activities comply with relevant regulations and standards, including data protection and responsible gaming.
- Prepare and present reports on CRM activities, performance metrics, and customer insights
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Partner with the design team to ensure consistent messaging and branding in CRM communications.
Requirements
- Minimum 2+ years’ experience in CRM, lifecycle, or retention marketing, preferably within the iGaming industry or a similarly fast-paced, regulated environment.
- Proven experience owning and delivering CRM strategies that drive customer engagement, retention, reduced churn, and improved ROI.
- Strong analytical capability with the ability to interpret complex data sets and translate insights into actionable, commercial strategies.
- Hands-on experience with at least one major CRM or marketing automation platform, with a strong understanding of CRM automation and scalable campaign frameworks.
- Proven experience building, deploying, and optimising CRM campaigns, including complex automated and triggered customer journeys.
- Deep understanding of customer lifecycle management, customer journeys, segmentation, personalisation, and automation best practices.
- Excellent communication and stakeholder management skills, with the ability to collaborate effectively across marketing, product, data, and compliance teams.
- Strong project management skills with the ability to prioritise, manage multiple workstreams, and deliver in a fast-paced environment.
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Solid knowledge of data protection regulations and responsible gaming practices, with experience operating in regulated markets.
Benefits
- Competitive salary package
- Hybrid working environment
- Comprehensive health insurance
- Wellness benefit (available upon successful completion of probation)
- Monthly lunch credits
