Deputy Head of Sports CRM

About the role

As Deputy Head of Sports CRM, you will work closely with the Head of Sports CRM to support the delivery of the CRM strategy across the global Sports business. You will oversee the day‑to‑day running of the Sports CRM department and provide leadership to CRM Coordinators, Country Leads, and Managers to ensure a high‑quality customer experience.

Key responsibilities

• Support the Head of Sports CRM in leading and developing the team, fostering a culture of innovation to meet growth objectives.
• Execute strategic CRM roadmaps and lifecycle management, including onboarding, retention, and reactivation, to reduce churn and increase yield.
• Enhance customer satisfaction by ensuring promotions and user journeys are relevant, cost‑effective, and aligned with broader marketing initiatives.
• Oversee customer segmentation strategies to tailor initiatives and drive personalisation across diverse customer groups.
• Collaborate with cross‑functional partners such as Trading, Product, and Gaming CRM to ensure a unified approach to customer engagement.
• Manage customer communications across multiple channels, optimising the use of marketing tools and staying up‑to‑date with product developments for key launches.
• Analyse and optimise CRM campaign performance, reporting on A/B tests and key metrics such as retention and customer lifetime value.
• Champion a data‑driven culture by adopting a robust test‑and‑learn approach and applying insights to future campaigns.
• Act as a key point of contact for stakeholders, ensuring plans are executed effectively and customer experience touchpoints are prioritised.
• Ensure all CRM materials reflect brand values and strictly adhere to local regulatory and advertising standards.

Required profile

• Significant experience in CRM within the online sports sector.
• Proven track record of managing, mentoring, and developing high‑performing teams.
• Strong analytical skills with the ability to interpret data and drive actionable, operational insights.
• Excellent communication and interpersonal skills, with the ability to engage and influence stakeholders at all levels.
• Strong operational mindset with a customer‑centric approach to decision‑making.
• Solid understanding of regulatory requirements and best practices in the sports industry.