Our client, an international B2C iGaming operator, is seeking an experienced and commercially driven Head of CRM & Retention to lead its customer relationship management and player retention strategy for the Brazilian market.

The successful candidate will take full ownership of the CRM and Retention functions, overseeing player lifecycle management, engagement, loyalty programmes, reactivation, segmentation, personalisation, and marketing automation.

This is a senior leadership position requiring extensive experience within the B2C iGaming industry, a strong understanding of the Brazilian market, and a proven track record of developing effective retention strategies that increase player engagement, maximise lifetime value, and deliver sustainable revenue growth.

Key Responsibilities

• Develop and execute a comprehensive CRM and retention strategy for the Brazilian market, aligned with the company's commercial objectives and growth targets.

• Take full ownership of CRM and retention operations, including player onboarding, activation, engagement, loyalty, churn prevention, and reactivation.

• Lead, manage, and develop high-performing CRM and Retention teams, establishing clear objectives, performance standards, and operational processes.

• Design and implement effective player retention strategies aimed at improving engagement, reducing churn, increasing player lifetime value, and strengthening long-term loyalty.

• Oversee multichannel CRM campaigns across email, SMS, push notifications, in-app messaging, and other relevant communication channels.

• Develop sophisticated player segmentation and personalisation strategies based on player behaviour, preferences, value, and lifecycle stage.

• Design, implement, and optimise automated player journeys and targeted communication strategies throughout the customer lifecycle.

• Oversee loyalty programmes, promotional campaigns, bonus strategies, and player incentives, ensuring a balance between customer engagement and profitability.

• Develop targeted churn prevention and reactivation initiatives to improve player retention and recover inactive customers.

• Manage CRM and retention budgets, including promotional expenditure, ensuring effective resource allocation and measurable returns.

• Define, monitor, and optimise key performance indicators, including retention rates, churn, reactivation, player lifetime value, engagement, campaign ROI, and bonus efficiency.

• Drive continuous improvement through A/B testing, player behaviour analysis, predictive modelling, and data-driven campaign optimisation.

• Oversee CRM platforms, marketing automation tools, and retention technologies, identifying opportunities to improve operational efficiency and campaign effectiveness.

• Work closely with Marketing, VIP, Product, Business Intelligence, Customer Support, Payments, and Compliance teams to deliver a consistent and engaging player experience.

• Analyse market trends, competitor retention strategies, and Brazilian player behaviour to identify opportunities for innovation and growth.

• Ensure all CRM and retention activities comply with applicable Brazilian gambling regulations, data protection requirements, responsible gaming principles, and internal policies.

• Provide regular performance reports, strategic insights, and recommendations to senior management.

Requirements

• Extensive experience in CRM and player retention within the B2C iGaming industry, preferably with an online casino and/or sportsbook operator.

• Proven experience in a senior leadership position, such as Head of CRM & Retention, CRM Director, Head of Retention, or an equivalent role.

• Direct experience managing CRM and retention activities for the Brazilian B2C iGaming market is essential.

• Strong understanding of Brazilian player behaviour, local market dynamics, and the regulatory environment.

• Demonstrated success in developing and executing retention strategies that improve player loyalty, engagement, and lifetime value.

• Strong expertise in player lifecycle management, segmentation, personalisation, loyalty programmes, churn prevention, and reactivation.

• Proven experience managing multichannel CRM campaigns and automated player journeys.

• Hands-on experience with CRM and marketing automation platforms used within iGaming, such as Optimove, Fast Track, Xtremepush, or equivalent solutions.

• Experience developing and managing promotional strategies, bonus budgets, and loyalty initiatives while maintaining commercial profitability.

• Strong analytical capabilities, including experience with customer data analysis, A/B testing, retention modelling, and performance optimisation.

• Excellent understanding of CRM and retention KPIs, including retention rates, churn, reactivation, LTV, engagement, and ROI.

• Proven ability to lead and develop multidisciplinary CRM and Retention teams.

• Strong commercial awareness, leadership, communication, and stakeholder management skills.

• Ability to combine strategic leadership with a hands-on, results-oriented approach.

• Good understanding of responsible gaming, player protection, and applicable data protection requirements.

• Fluent English is mandatory. Portuguese proficiency is highly desirable.