Deputy Head of Sports CRM

About the role

The Deputy Head of Sports CRM will work closely with the Head of Sports CRM to execute the global CRM strategy for the sports business. This senior position oversees daily operations, leads a multi‑disciplinary team and ensures a high‑quality, personalised customer experience across the lifecycle.

Key responsibilities

• Support the Head of Sports CRM in shaping and delivering CRM roadmaps that reduce churn, increase yield and boost satisfaction.
• Lead CRM Coordinators, Country Leads and Managers, fostering a culture of innovation and data‑driven decision‑making.
• Design and optimise customer journeys, onboarding, retention and re‑activation programmes.
• Collaborate with Gaming CRM, Product, Trading, Operations and Marketing to align campaigns, product launches and communications.
• Manage segmentation strategies and multi‑channel communications, ensuring relevance and cost‑effectiveness.
• Analyse campaign performance, run A/B tests and report on key metrics such as retention and customer lifetime value.
• Ensure all CRM materials comply with brand standards and local regulatory requirements.

Required profile

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

Required skills