CRM Manager
Scientific Games :
Scientific Games is the global leader in lottery games, sports betting and technology, and the partner of choice for government lotteries. From cutting-edge backend systems to exciting entertainment experiences and trailblazing retail and digital solutions, we elevate play every day. We push game designs to the next level and are pioneers in data analytics and iLottery. Built on a foundation of trusted partnerships, Scientific Games combines relentless innovation, legendary performance, and unwavering security to responsibly propel the global lottery industry ever forward.
Position Summary
Job Description Summary
As a CRM & Lifecycle Marketing Manager supporting both Loyalty and iLottery business growth, you will be responsible for developing and growing client capabilities while partnering with Scientific Games ’ Growth Marketing and Loyalty teams and other key stakeholders. You will ensure the delivery of scalable, consistent, and effective CRM solutions across all jurisdictions. This role is responsible for the flawless execution of data-driven marketing programs, identifies opportunities for optimization, and leverages CRM technology—primarily Optimove—to increase player engagement, retention, and overall program performance.
Your mission is to maximize jurisdiction ROI and value of player relationships by designing and executing lifecycle-based CRM strategies that are personalized, measurable, and impactful.
Key Responsibilities
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CRM Strategy & Execution
- Define lifecycle strategies across onboarding, activation, retention, reactivation, loyalty engagement, and churn prevention.
- Develop test-and-learn roadmaps and optimization plans based on jurisdiction business objectives.
- Translate customer behavior and business goals into actionable CRM recommendations.
- Identify new engagement opportunities, audience strategies, and personalized lifecycle enhancements across jurisdictions.
- Create, manage, and optimize automated and calendar-driven CRM programs that drive incremental activity and revenue across all player lifecycle stages (new, active, inactive).
- Develop workflows for email, push notifications, and other relevant channels tailored to player journeys.
- Support onboarding of new jurisdictions, ensuring full understanding of CRM capabilities, limitations, and best practices.
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Platform & Technical Leadership
- Act as an internal Optimove expert, including platform and technical components. For example deep knowledge of Optimove data models, integration between components, new and future functionality, best practices, releases, and product roadmaps.
- Support roadmap feature development and opportunity sizing.
- Troubleshoot platform issues and recommend improvements based on evolving product functionality.
- Assist in evaluating new channels, products, and platform functionality.
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Analytics & Insights
- Identify opportunities within our platform and player base to improve engagement and retention, providing actionable recommendations across jurisdictions accordingly.
- Leverage customer behavior, historic campaign performance, and channel analytics to guide strategy and optimize campaigns.
- Partner with the product team to support data mapping and segmentation initiatives and attribution calculations.
- Translate campaign and player behavior data into actionable business insights and strategic recommendations.
- Support monthly, quarterly, and annual business reviews through performance analysis and optimization planning.
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Data Readiness & Segmentation
- Partner with data, product, and analytics teams to understand available customer attributes and targeting capabilities.
- Validate audience eligibility logic and segmentation requirements.
- Identify data gaps and make recommendations to improve personalization and reporting capabilities.
- Support documentation of customer data, attributes, and CRM-related business rules.
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Collaboration & E