CRM Manager - Onboarding (Sportsbook Expert)

THE WOW

Betsson Group is on the hunt for a proactive, detail-driven CRM expert to join our Global CRM & Engagement team. If you're passionate about creating standout customer journeys and thrive in a fast-paced, multi-brand environment, this is your chance. You’ll lead the charge on crafting Welcome Offers and onboarding flows that convert new sign-ups into loyal players. In this role, you will work across multiple products with a strong focus on sportsbook. Collaborating across markets and teams, you'll drive results that make a real impact from day one. To be successful in this role, you will need to be a sportsbook expert, with a thorough understanding of what attracts sportsbook customers, the various mechanics involved, and the potential risks associated with offers.

Here’s a snapshot of your day-to-day:

• Strategy: Work with local MDs and marketing teams to develop sportsbook-led Welcome Offers, tailored to market needs and sporting calendars, while also supporting casino and other product-specific onboarding strategies.
• Campaigns & Customer Communication: Lead the execution of onboarding campaigns across sportsbook, casino, and other verticals via email, push, SMS, and on-site. A key part of your role will be optimising sportsbook conversion journeys, without losing sight of the broader customer value across all products.
• Project Management: Use JIRA to manage multiple onboarding streams across different verticals and markets, ensuring effective collaboration with relevant stakeholders.
• Budget Management & Analysis: In partnership with CRM & VIP Analytics, continuously review offer performance. Focus on driving ROI from sportsbook while ensuring sustainable performance across all verticals.
• Localisation and Compliance: Ensure that onboarding offers — especially sportsbook offers — are market-relevant, localised, and compliant across all regulated jurisdictions.
• Cross-Team Collaboration: Collaborate with Support and Product teams to optimise customer journeys and reduce friction during registration and first deposit phases, with a special lens on sportsbook-specific UX.
• Stakeholder Reporting: Deliver detailed reports highlighting performance of sportsbook campaigns, while offering insight into the onboarding success of other verticals like casino and poker.

YOU ARE GOOD AT:

• Deep understanding of sportsbook mechanics, customer behaviour, and product experience.
• Experience with bonuses and incentives across sportsbook and casino.
• Strong grasp of regulatory requirements across all verticals in multiple jurisdictions.
• A passion for sports and betting, with a solid understanding of iGaming more broadly.
• Exceptional project management skills and comfort working across products and markets.
• Results-driven with strong analytical and communication abilities.
• Minimum 4 years of CRM experience, ideally in a multi-product iGaming environment.

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