CRM Manager

About this role

Scientific Games:

Scientific Games is the global leader in lottery games, sports betting and technology, and the partner of choice for government lotteries. From cutting-edge backend systems to exciting entertainment experiences and trailblazing retail and digital solutions, we elevate play every day. We push game designs to the next level and are pioneers in data analytics and iLottery. Built on a foundation of trusted partnerships, Scientific Games combines relentless innovation, legendary performance, and unwavering security to responsibly propel the global lottery industry ever forward.

Position Summary Job Description Summary As a CRM & Lifecycle Marketing Manager supporting both Loyalty and iLottery business growth, you will be responsible for developing and growing client capabilities while partnering with Scientific Games’ Growth Marketing and Loyalty teams and other key stakeholders. You will ensure the delivery of scalable, consistent, and effective CRM solutions across all jurisdictions. This role is responsible for the flawless execution of data-driven marketing programs, identifies opportunities for optimization, and leverages CRM technology—primarily Optimove—to increase player engagement, retention, and overall program performance. Your mission is to maximize jurisdiction ROI and value of player relationships by designing and executing lifecycle-based CRM strategies that are personalized, measurable, and impactful.

Key Responsibilities • CRM Strategy & Execution • Define lifecycle strategies across onboarding, activation, retention, reactivation, loyalty engagement, and churn prevention. • Develop test-and-learn roadmaps and optimization plans based on jurisdiction business objectives. • Translate customer behavior and business goals into actionable CRM recommendations. • Identify new engagement opportunities, audience strategies, and personalized lifecycle enhancements across jurisdictions. • Create, manage, and optimize automated and calendar-driven CRM programs that drive incremental activity and revenue across all player lifecycle stages (new, active, inactive). • Develop workflows for email, push notifications, and other relevant channels tailored to player journeys. • Support onboarding of new jurisdictions, ensuring full understanding of CRM capabilities, limitations, and best practices.

• Platform & Technical Leadership • Act as an internal Optimove expert, including platform and technical components. For example deep knowledge of Optimove data models, integration between components, new and future functionality, best practices, releases, and product roadmaps. • Support roadmap feature development and opportunity sizing. • Troubleshoot platform issues and recommend improvements based on evolving product functionality. • Assist in evaluating new channels, products, and platform functionality.

• Analytics & Insights • Identify opportunities within our platform and player base to improve engagement and retention, providing actionable recommendations across jurisdictions accordingly. • Leverage customer behavior, historic campaign performance, and channel analytics to guide strategy and optimize campaigns. • Partner with the product team to support data mapping and segmentation initiatives and attribution calculations. • Translate campaign and player behavior data into actionable business insights and strategic recommendations. • Support monthly, quarterly, and annual business reviews through performance analysis and optimization planning.

• Data Readiness & Segmentation • Partner with data, product, and analytics teams to understand available customer attributes and targeting capabilities. • Validate audience eligibility logic and segmentation requirements. • Identify data gaps and make recommendations to improve personalization and reporting capabilities. • Support documentation of customer data, attributes, and CRM-related business rules.

• Collaboration & Enablement • Partner cross-functionally with marketing, product, iLottery, and loyalty teams to deliver integrated, high-quality campaigns. • Train and support loyalty CRM team members on Optimove usage, campaign development, and best practices. • Build strong relationships with internal stakeholders, clients, and external partners/vendors to align on business goals.

Qualifications Qualifications • Proven experience in CRM, ideally within digital gaming, lottery, or consumer engagement industries. • Hands-on expertise with Optimove or similar CRM platforms (Optimove certifications a plus). • Familiarity with CRM data models, customer attributes, integrations, and marketing technology ecosystems. • Experience working with customer data, segmentation strategies, reporting, and marketing performance analysis. • Proficiency in building and executing automated workflows, segmentation, and personalization campaigns. • Excellent communication, collaboration, and stakeholder management skills. • Ability to manage multiple projects simultaneously with a focus on deadlines, quality, and measurable outcomes.

Why Join Us? This is an opportunity to play a key role in transforming player engagement strategies across multiple jurisdictions. You’ll work at the intersection of marketing technology, data, and customer experience—driving measurable growth and building loyalty for one of the most innovative leaders in the lottery and gaming industry.

Physical Requirements The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit, stand, walk, bend, use hands, operate a computer, and have specific vision abilities to include close and distance vision, and ability to adjust focus working with computer and business equipment.

Work Cond

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