As Product Manager (Marketing & CRM), you will own and evolve the core player engagement capabilities of the platform, including the promotions engine, loyalty and tier systems, CRM integrations, affiliate integrations, and messaging infrastructure.

You will be responsible for ensuring that operators can effectively execute marketing campaigns and player engagement strategies through flexible, scalable, and commercially optimised tools.

Working closely with dedicated Product Owners, engineering teams, and external partners, you will drive the roadmap and delivery of features that enable campaign execution, trigger-based communication, and real-time player engagement.

You will oversee integrations with leading third-party CRM and engagement platforms (e.g. Optimove, FastTrack, Smartico), ensuring seamless data flows and the ability to activate campaigns using player segments.

As a high-impact role within the organisation, your work will directly influence player engagement, retention, and operator performance across multiple markets.

Key Responsibilities:

Marketing Platform Ownership & Roadmapping

• Define and maintain the roadmap for player engagement systems, including promotions, loyalty, tiers, messaging, and CRM integrations.

• Continuously evolve platform capabilities to support advanced campaign execution, gamification, and retention strategies.

• Prioritise initiatives based on commercial impact (engagement, retention), operator demand, and technical feasibility.

Promotions Engine & Campaign Capabilities

• Own the evolution and optimisation of the existing promotions engine across all supported campaign types (e.g. cashback, leaderboard, tournaments, instant rewards).

• Define how promotions are configured, triggered, and executed within the platform.

• Enable targeting of promotions using externally defined player segments and audiences provided by CRM or data teams.

• Ensure promotions integrate correctly with wallets, gameplay, and player lifecycle events.

• Work with stakeholders to translate marketing campaign ideas into scalable and reusable configurations.

Loyalty, Tiering & Engagement Mechanics

• Define and optimise loyalty frameworks, including point accrual logic, tier progression, and reward structures.

• Ensure systems support flexible VIP and tier-based programs across multiple brands and markets.

• Align loyalty mechanics with overall engagement strategies and campaign execution capabilities.

CRM & Messaging Integrations

• Own integrations with external CRM and engagement platforms (e.g. Optimove, Xtremepush, Smartico).

• Define how player events (e.g. deposit, gameplay, inactivity) are exposed to external systems in a clear and usable way.

• Ensure CRM platforms can consume player data, triggers, and audiences to execute campaigns effectively.

• Oversee messaging capabilities, including templates, delivery channels (email, SMS, push), and triggering logic.

• Ensure reliable and scalable campaign execution across all communication channels.

Affiliate & Tracking Integrations

• Manage integrations with affiliate platforms and tracking providers.

• Ensure accurate attribution of player acquisition sources and campaign performance.

• Enable marketing teams to track and optimise acquisition campaigns through reliable data flows.

Campaign Execution & Player Engagement Enablement

• Enable marketing teams and CRM partners to execute campaigns using platform capabilities (promotions, messaging, triggers).

• Define how campaigns are triggered (e.g. deposit events, inactivity, gameplay activity) and how rewards are delivered.

• Ensure alignment between promotions, messaging, and CRM journeys for a consistent player experience.

• Support configuration of multi-step campaigns such as onboarding, reactivation, and retention flows.

Cross-Functional Delivery

• Lead delivery through collaboration with Product Owners, engineering, design, and commercial teams.

• Translate business requirements into clear product specifications and configuration logic.

• Ensure alignment between internal platform capabilities and external partner integrations.

• Manage dependencies across CRM systems, wallet, gameplay, and messaging infrastructure.

Performance Monitoring & Optimisation

• Define KPIs for marketing platform performance (e.g. campaign conversion, engagement rates, retention uplift).

• Monitor effectiveness of promotions, loyalty programs, and messaging campaigns.

• Identify optimisation opportunities and drive continuous improvement.

Team Leadership & Product Excellence

• Provide direction and support to dedicated Product Owners within the marketing domain.

• Establish clear product processes, documentation standards, and best practices.

• Promote scalable, configurable solutions over manual or one-off implementations.

• Drive innovation in campaign automation, real-time engagement, and gamification.

Qualifications and Educational Requirements

• Bachelor's degree in business, Engineering, Computer Science, Economics, or equivalent practical experience in the iGaming industry.

Specialist Skills and Experience Required:

• 3-5 years’ experience as a Product Manager in the iGaming industry.

• Strong experience working with marketing platforms, APIs, data integrations, CRM systems, and player engagement tools.

• Hands-on experience with promotions engines, loyalty programs, or campaign management systems.

• Familiarity with third-party CRM tools such as Optimove, FastTrack, Smartico, or similar.

• Experience working with affiliate tracking or acquisition systems is a strong advantage.

• Proven ability to manage multiple workstreams and coordinate across teams.

• Strong stakeholder management skills across commercial, technical, and external partners.

• Data-driven mindset.

• Excellent communication and organizational skills.

• Highly structured thinker with strong attention to detail.

• Knowledge and experience of AI-driven technology is highly desirable.

• • 3+ years of work experience with Product Management.