Initiate International is a team of specialist recruitment consultants who share a passion for recruitment. We ascribe to a more modern approach to recruitment where we, our clients and candidates form one team. It's through working as a team that we are able to identify a perfect match for both clients and candidates. Exceptional service and quality deliver...
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As the Head of Retention Marketing, you will be responsible for designing and executing multi-channel campaigns that drive player loyalty, reactivation, and lifetime value. This is a high-impact, leadership role that blends strategy, creativity, and analytics. You’ll work closely with product, data, creative, and CRM teams to create world-class, personalised customer journeys that keep players engaged and coming back for more.
You’ll be leading a talented team of retention and CRM marketers, playing a pivotal role in the business’s long-term customer growth and success.
Key Responsibilities
Develop and implement the end-to-end retention marketing strategy across email, SMS, push notifications, and in-app messaging.
Own the full player lifecycle — from onboarding and engagement to reactivation and loyalty — using data to personalise campaigns and improve player retention rates.
Segment users based on behaviour, preferences, and lifecycle stage to ensure relevant, timely messaging that drives conversion and engagement.
Collaborate with cross-functional teams including CRM, Creative, Product, BI, and Customer Service to deliver an integrated, seamless customer experience.
Monitor, analyse, and report on campaign performance; continuously test and optimise messaging, channels, and targeting strategies.
Lead, coach, and grow a high-performing team of retention specialists, ensuring alignment with business goals and KPIs.
Stay on top of industry trends, competitor campaigns, and evolving customer behaviour to ensure the business remains at the cutting edge of retention marketing.
About You
5+ years’ experience in a senior CRM or Retention Marketing role, with a strong preference for experience within Sports Betting, iGaming, or a high-volume digital B2C environment.
Demonstrated success in building and scaling retention strategies that deliver measurable results.
Deep understanding of CRM platforms, marketing automation, segmentation, and customer lifecycle management.
Highly analytical, with the ability to turn data into actionable insights and strategic decisions.
Strong leadership capabilities, with experience managing and developing high-performing teams.
Creative flair and passion for delivering exceptional customer experiences.
Comfortable operating in a fast-paced, high-growth environment where innovation is key.
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