Head of CRM (iGaming)

Location: Hybrid, working from the St Albans office; locations listed in the UK and Malta.

Company

hirify.global is an award-winning online casino launched in 2018, focused on technology, performance, and rapid growth.

What you will do

• Own retention targets covering active players, cohort retention, churn, and reactivation.
• Chair the Cross-Functional Retention Team and align Product, Operations, Compliance, Reward Orchestration, Brand, and Data.
• Build the retention roadmap across risk, product, and marketing, sizing initiatives by impact.
• Lead and grow the CRM team across campaigns, lifecycle, conversions, tools, offers, and insight; establish planning, QA, and post-campaign review practices.
• Own the player lifecycle from registration and onboarding through lapsed journeys, dormant reactivation, and win-back, using holdout groups for always-on programmes.
• Set contact strategy, manage the CRM budget and calendar, shape retention offers, approve player communications, and own the Optimove, Sinch, and Dotdigital martech stack and vendors.

Requirements

• 7+ years of experience in CRM, lifecycle, or retention marketing, including 3+ years leading managers or senior specialists in iGaming or another regulated consumer business.
• Experience owning a retention strategy and its targets rather than only running campaigns.
• Commercial acumen, including LTV, ARPU, churn, bonus ROI, and defending a CRM budget to Finance.
• Demonstrated incremental impact from holdouts or controlled tests.
• Deep knowledge of Optimove, including target groups, streams, real-time campaigns, data feeds, and ESP integration.
• Working knowledge of email deliverability, including DMARC, DKIM, SPF, domain reputation, and inbox placement.
• Strong knowledge of UK gambling marketing rules, including UKGC LCCP, the CAP Code, PECR, UK GDPR consent, high-value customer requirements, and safer gambling.
• Data fluency with cohort analysis, propensity scores, risk scores, and daily use of AI.
• Experience running cross-functional forums and influencing senior leaders in Product, Operations, and Data.
• Ability to present a retention story to the Leadership Team in one slide, with a player-focused approach to communication.

Culture & Benefits

• Hybrid work from the St Albans office.
• Full-time employment in the Marketing department.
• Equal opportunity workplace committed to a varied and inclusive team.
• Technology-, performance-, and growth-focused online casino environment.