Arena Entertainment
Head of Player Marketing/CRM
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Head of CRM & Player Marketing
Arena is a digital entertainment company committed to building platforms people genuinely love. Since 2021, our portfolio has expanded to include MetaWin, WOW Vegas, BetZoo Media, Hit.com, and Rolla, with more brands in development. Our operations span London, Malta, Gibraltar, and Miami.
We move with agility, champion bold ideas, and harness data and technology to make better decisions across the business. We are not held back by legacy systems or conventional thinking, and player marketing represents one of our most commercially impactful functions in growing and retaining our player base.
About MetaWin
MetaWin is Arena’s flagship casino brand, sitting at the intersection of crypto gaming, community, and cutting-edge product innovation. We are constructing something groundbreaking in the casino sector, and CRM and player marketing are central to achieving this vision.
The Role
We are seeking a commercially driven Head of CRM & Player Marketing to spearhead player engagement, retention, loyalty, and lifecycle marketing for MetaWin. This is a senior leadership position with full ownership over:
- CRM strategy
- Customer lifecycle management
- Loyalty programmes
- Marketing automation infrastructure
Your mission will be to design and execute highly personalised, data-driven experiences that maximise:
- Player retention
- Engagement
- Lifetime value
This role demands a blend of strateigic leadership and deep CRM expertise, ideally with experience in high-growth igaming, casino, sportsbook, or crypto environments.
You will lead a dedicated team, while also collaborating with Product, Engineering, Data, BI, and Marketing to ensure CRM is a commercial powerhouse for MetaWin.
Key Responsibilities
CRM & Retention Strategy
- Develop & execute a best-in-class CRM framework to drive:
- Activation (new player onboarding)
- Retention (ongoing player engagement)
- Reactivation (winnowing back at-risk players)
- VIP nurturement (high-value player management)
- Lifetime value optimisation (maximising revenue per player)
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- Lead CRM initiatives, including customer touchpoint strategies, campaign calendars, and automation frameworks to drive meaningful engagement across the entire player journey.
CRM Automation & Personalisation
- Own Bloomreach Engagement and wider CRM ecosystems.
- Create dynamic, event-driven customer journeys, ensuring automated, hyper-personalised interactions across:
- Push notifications
- SMS
- On-site interfaces
- Reduce manual dependency while increasing relevance and timeliness of all player communications.
Loyalty, VIP & Gamification
- Oversee and optimise MetaWin’s rewards programmes, including:
- VIP initiatives
- Tournaments
- Leaderboards
- Cashback mechanics
- Mission-based challenges
- Promotional campaigns
- All loyalty programmes should directly correlate to higher engagement, retention, and revenue growth.
Data-Driven Commercial Growth
- Leverage behavioural, transactional, and engagement data to:
- Build advanced segmentation frameworks
- Improve targeting precision
- Refine player journeys
- Identify new revenue opportunities
- Prove self-sufficiency with analytics, interpreting data independently and converting insights into actionable strategies.
Cross-Functional Collaboration
- Partner with Product, Engineering, Data, BI, and Client Services to ensure:
- CRM initiatives align with business goals
- Initiatives enhance overall player experience
- The player voice drives product and commercial decisions.
Testing, AI & Innovation
- Foster a culture of experimentation with structured:
- A/B testing
- Continuous campaign optimisation
- Actively explore AI-driven personalisation tools and automation capabilities to stay ahead of industry trends and player expectations.
Team Leadership
- Lead, mentor, and develop a high-performing CRM team (consisting of specialists in customer lifecycle marketing, campaign management, and copywriting).
- Forge a culture rooted in:
- Accountability
- Commercial mindset
- Continuous improvement
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Ideal Candidate Profile
Requirements
You will have:
-
Senior leadership experience in CRM, retention, lifecycle marketing, or player marketing within:
- iGaming
- Casino
- Sportsbook
- Crypto
- Fintech, or comparable high-growth digital platforms
-
Deep commercial expertise in:
- Player retention
- Loyalty strategies
- VIP management
- Customer lifetime value (CLV)
- Promotional campaigns
-
Hands-on experience with major CRM/marketing automation platforms, such as:
- Bloomreach Engagement
- Braze
- Salesforce Marketing Cloud
- Customer.io
- Klaviyo
- Iterable
-
Technical and analytical confidence, including:
- Working with customer data
- Building segmentation logic
- Configuring automation workflows
- Setting up event tracking systems on the front-end
- Administering CRM performance reporting
-
Strong ability to:
- Influence senior stakeholders on player marketing and CRM strategies
- Coordinate cross-functional teams withing marketing, product, and engineering
-
Passion for leveraging AI and automation to enhance:
- Hyper-personalisation
- Operational efficiency
- Player engagement strategies
Nice-to-Have Experiences
- Direct experience in crypto casino, sportsbook, or igaming brand environments
- Extensive prior use of Bloomreach Engagement
- Familiarity with technical tools like:
- SQL
- APIs
- Customer data platforms
- Proven experience developing or scaling:
- Structured VIP programmes
- Loyalty frameworks
- Rewards or gamification models
- Integral partnerships with Product and Engineering when designing CRM infrastructure
This role offers an exciting opportunity to help define the future of player engagement at MetaWin. If you are data-driven, commercially acumen, and passionate about marketing innovation, we’d love to hear from you.
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