About Us
Onyx Gaming is a well-established online casino and sports betting operator with nearly a decade of experience in the industry. As the driving force behind BetWright, we are committed to safer gaming through operational excellence.
Our passion for sport, innovation and customer experience sets us apart. We leverage modern technology and data-driven marketing to deliver engaging, responsible betting experiences for our users.
About the Role
As our CRM Manager, you will lead the day to day delivery of Onyx Gaming's CRM rewards programme across our casino and sportsbook products, managing the customer lifecycle from acquisition through retention, reactivation and responsible engagement.
Reporting to the Chief of Marketing, you'll own our CRM activity and line manage the marketing team. You'll translate our wider marketing and commercial strategy into effective, compliant, data driven player communications, and you'll be accountable for the CRM programme's performance against agreed retention and value targets.
You will run high value CRM activity and develop the marketing executive(s) reporting into you. Your focus will be the UK market in the first instance, with scope to extend into other regulated territories as we grow.
What You'll Do
CRM delivery & campaign ownership
- Own and deliver the CRM calendar across casino and sportsbook, covering promotions, lifecycle journeys, newsletters and ad hoc communications, aligned to the Head of Casino's promotional plan.
- Manage the CRM campaign pipeline, tracking activity from brief through build, review and delivery.
- Segment the player database to control promotional spend, improve return on investment.
- Plan and execute multi-channel campaigns across email, SMS, push, in-app and onsite messaging, making sure activity is accurate, correctly targeted and delivered on time.
- Keep all player communications and onsite messaging compliant and on brand.
Player retention, value & lifecycle
- Design and maintain lifecycle flows that grow player lifetime value while managing churn and reactivation.
- Apply retention strategies, bonus mechanics and promotional planning proportionately, balancing commercial return against cost and player safety considerations.
- Spot opportunities to improve engagement and value from the data available and prioritise your activity accordingly.
Personalisation, automation & innovation
- Apply automation and, where appropriate, AI-assisted personalisation and predictive segmentation to improve targeting, relevance and efficiency, tested, measured and used within the compliance framework.
- Use available tools to streamline recurring work such as reporting, campaign build and messaging, freeing your capacity for higher-value activity.
- Keep abreast of CRM technology and market practice and make practical recommendations on tooling and process improvements.
Team leadership & line management
- Line manage the marketing executive(s), allocating and prioritising work, setting objectives and managing performance against KPIs.
- Coach and develop your team, supporting their progression and building capability.
- Provide day to day direction and quality assurance across your team's campaign output.
Analytics, reporting & ROI
- Monitor and report on metrics including ARPU, churn rate, ROI and bonus cost percentage, and present clear performance summaries to senior stakeholders.
- Run continuous testing (subject lines, creative, incentives and send times) and use the results to refine your activity.
- Work with large datasets to interpret performance trends and turn insight into decisions.
Compliance, safer gambling & collaboration
- Make sure CRM activity, promotions and communications comply with the UKGC LCCP, advertising standards and the Group's safer gambling commitments, including appropriate treatment of self excluded, at risk and vulnerable players.
- Work closely with the branding team creating campaign assets, so creative is on brand, consistent and delivered on time.
- Work closely with Product, Analytics and Customer Support to deliver a joined-up, high-quality player experience.
- Liaise with third-party providers to keep the products and services we use current and fit for purpose.
What You'll Bring
Essential: experience & knowledge
- Significant iGaming CRM experience across both casino and sportsbook, with a track record of delivering retention and lifecycle activity, including line management or team lead responsibility.
- Strong working knowledge of UKGC regulations and responsible gambling requirements as they apply to CRM, promotions and player communications.
- Hands on experience with CRM, email marketing and campaign-management platforms, and the ability to pick up new systems and internal tools quickly.
- A solid understanding of player retention strategies, lifecycle marketing, bonus mechanics and promotional planning.
- Proven experience planning and executing multi-channel campaigns across email, SMS, push, onsite and other CRM channels.
Essential: skills & behaviours
- Strong analytical skills, with the confidence to work with large datasets, interpret performance trends and turn insight into decisions.
- Strong communication skills, including presenting CRM strategy, performance and recommendations to senior stakeholders.
- Confidence leading and developing a small team, including delegating, coaching and managing performance against KPIs.
- A self-directed, organised approach, and comfort owning delivery end-to-end in a fast-moving, lean business.
Desirable
- Experience using AI-powered personalisation, predictive segmentation or machine learning to improve CRM performance.
- Familiarity with a range of CRM / campaign platforms.
- Exposure to, or interest in, expanding CRM activity into additional regulated markets
Pay: From £50,000.00 per year
Application question(s):
- Why do you think most people gamble, and why do they keep gambling?
- When something goes wrong at work, how do you usually decide what was responsible?
- Why do processes exist in organisations, and when do they become a problem?
- Why do some people work much harder than others, even in the same role?
- What do you think separates people who improve over time from those who don’t?
- Why do some people stay stuck in the same problems for years?
Work authorisation:
- United Kingdom (required)
Work Location: Hybrid remote in Colchester CO3
