Overview
We are seeking a commercially focused and strategic Head of CRM to lead the customer relationship management function for the South African market. This role is responsible for developing and executing a customer-centric CRM strategy that drives retention, engagement, customer lifetime value, and overall business growth across all products.
The successful candidate will combine strong leadership, analytical thinking, and operational excellence to deliver impactful CRM initiatives while fostering a culture of continuous improvement and innovation.
Key Responsibilities
CRM Strategy & Leadership
- Develop and own the CRM vision, strategy, and roadmap, ensuring alignment with broader business objectives and commercial targets.
- Lead, mentor, and develop the CRM team, creating a high-performance culture focused on collaboration, accountability, and innovation.
- Design and implement customer retention, reactivation, and engagement strategies that maximize player lifetime value.
- Monitor industry trends, customer behaviour, and competitor activity to identify opportunities for growth and differentiation.
- Continuously enhance segmentation, personalization, and customer communication strategies to improve campaign effectiveness.
- Act as the CRM subject matter expert within the business, ensuring customer insights contribute to key commercial, marketing, and product decisions.
Campaign Management & CRM Operations
- Oversee the planning, execution, and optimization of multi-channel CRM campaigns across email, SMS, push notifications, onsite messaging, and other relevant channels.
- Ensure all customer communications are accurately targeted, quality checked, and delivered on time.
- Drive the CRM automation roadmap by implementing scalable, behaviour-based customer journeys and lifecycle campaigns.
- Evaluate, implement, and optimize CRM platform capabilities and tools to support business growth and operational efficiency.
- Establish and maintain CRM processes, governance, documentation, and best-practice frameworks.
Data, Reporting & Performance Optimization
- Define, monitor, and report on key CRM performance metrics, including retention, churn, engagement, customer lifetime value, campaign effectiveness, and promotional ROI.
- Produce meaningful insights and recommendations through regular reporting and performance reviews.
- Foster a test-and-learn culture through A/B testing, experimentation, and ongoing optimization initiatives.
- Analyse customer behaviour trends and proactively identify opportunities to improve engagement and retention.
- Partner closely with BI and Data teams to improve reporting, dashboard visibility, customer segmentation, and predictive analytics.
Stakeholder Management & Collaboration
- Work closely with Product, VIP, Marketing, BI, Finance, and other key stakeholders to ensure alignment across customer-focused initiatives.
- Balance customer experience objectives with commercial performance and profitability goals.
- Support CRM platform enhancements, integrations, migrations, and process improvement projects.
- Manage relationships with external CRM vendors, technology partners, and service providers where applicable.
Essential Requirements
- Minimum 5 years’ experience within CRM, including at least 2 years in a leadership or management capacity.
- Strong understanding of customer lifecycle management, retention strategies, customer segmentation, and engagement programs.
- Proven track record of developing and delivering successful multi-channel CRM campaigns.
- Experience working with CRM platforms, marketing automation tools, and customer analytics solutions.
- Strong analytical and commercial mindset with the ability to translate data into actionable business strategies.
- Experience with campaign reporting, performance analysis, and optimization methodologies, including A/B testing.
- Excellent stakeholder management, communication, and leadership skills.
- High level of computer literacy and proficiency with CRM systems and reporting tools.
- Fluent written and verbal English communication skills.
- Degree, diploma, or relevant qualification in Marketing, Business, or a related field.
- Strong organisational skills with the ability to manage multiple projects and priorities in a fast-paced environment.
Advantageous Experience
- Previous experience within the online gambling, sports betting, gaming, or iGaming industry.
- Experience with Smartico or similar CRM and customer engagement platforms.
- Basic HTML knowledge and experience with creative editing tools such as Photoshop.
- Exposure to customer journey mapping, predictive modelling, and advanced CRM automation strategies.
Apply now by sending your CV to contact@initiateinternational.com for this Head of CRM role. If you wish to view additional Gaming, Betting, & Gambling jobs, please click through to our job section.
