CRM Manager

About Us

At Shuffle Up, we’re shaping the next generation of online gaming. We’re a fast-moving B2C and B2B start-up, building multi-brand, multi-product experiences on our own in-house platform. Founded by industry veterans, we combine deep gaming know how with bold creativity, and we’re just getting started.

Our ambition? To redefine what it means to play, and to create experiences that players truly love.

We are looking for a CRM Manager to join our growing team. This role is critical to driving player engagement, retention, and lifetime value through personalised, data-driven communications and exceptional customer journeys across our products and markets. 

About the Role

As our CRM Manager, you’ll lead the development and execution of lifecycle marketing strategies that deepen player engagement and drive measurable impact on retention KPIs. You will own the CRM roadmap, define the segmentation strategy, and optimise multi-channel communications. Working closely with product, marketing, data, and compliance teams, you will ensure all CRM initiatives are insight-led, customer-focused, and fully aligned with regulatory requirements across jurisdictions. This role demands strong analytical skills, a passion for user behaviour, and a deep understanding of iGaming retention dynamics and CRM technology. You will also play a key role in supporting our B2B partners by providing CRM expertise, guidance, and operational coordination to ensure they can successfully implement and optimise CRM activity using our tools and frameworks. The role requires a strong understanding of multi-brand environments, ensuring CRM strategies and communications are appropriately tailored to each brand’s positioning, audience, and tone of voice.

Key Responsibilities

• Plan, execute, and optimise multi-channel CRM campaigns across the full player lifecycle, including onboarding, activation, retention, reactivation, and churn prevention.

• Oversee daily CRM operations, including audience segmentation, campaign setup, automation flows, QA, performance tracking, and reporting.

• Develop and maintain documentation for CRM processes, ensuring campaigns are compliant and aligned with internal and external regulatory standards.

• Define and implement the CRM strategy in line with business goals, continuously improving tools, journeys, and processes to enhance player engagement and LTV.

• Work closely with the data team to analyse player behaviour and campaign performance, using insights to refine segmentation, messaging, and personalisation strategies.

Collaborate with product, marketing, compliance, and design teams to deliver cohesive communications and customer experiences.

• Support B2B partners by advising on CRM best practices, configuring or guiding campaign setup, and helping them leverage our CRM capabilities effectively.

• Act as a key point of contact for third-party CRM providers and technology partners - evaluating tools, managing relationships, and making informed decisions around CRM platforms, integrations, and feature adoption.

• Ensure effective communication between internal teams and external vendors to maintain system performance, resolve technical issues, and optimise CRM workflows.

• Manage CRM platform capabilities, identifying opportunities for improved automation, personalisation, and operational efficiency.

• Conduct ongoing A/B tests on content, incentives, channel mix, and journey design to drive incremental performance improvements.

• Ensure campaign accuracy, technical integrity, and brand consistency across all CRM touchpoints.

• Deliver regular performance insights and actionable recommendations to leadership, supporting data-driven decision making.

Qualifications

• Proven CRM or lifecycle marketing experience in iGaming.

• Excellent written and verbal communication skills, with the ability to articulate complex ideas clearly to internal stakeholders, external vendors, and B2B partners

• Strong understanding of segmentation, customer journeys, retention strategies, and behavioural analytics.

• Hands-on experience with CRM platforms and marketing automation tools.

• Excellent analytical mindset with the ability to t.ranslate data into actionable insights.

• Strong project management skills and the ability to collaborate across teams.

• Familiarity with compliance requirements in regulated markets is a plus.

• Ability to thrive in an agile, international environment with shifting priorities.