Soft2Bet is a global iGaming turnkey solutions provider. It delivers products and services for online gambling operators: MEGA (Motivational Engineering Gaming Application), managed services, an integrated sportsbook solution, player account management and front-end technology, casino integrations, and payment solutions.

The company operates under 23 licenses across 12 jurisdictions, including Ontario, Mexico, Sweden, Romania, and Denmark. Soft2Bet develops its own iGaming brands: Betinia, Swiper, CampoBet, ToonieBet, Betoro, TopBet, and Lodur.

Responsible gaming and player safety are at the core of Soft2Bet's operations. The company's mission is to provide players with the best entertainment experience while ensuring a secure, transparent, and fair environment.

As our VP of CRM, you will sit at the core of our growth engine, owning the end-to-end global player lifecycle and engagement strategy. Leading a massive, rapidly expanding organization, you will ensure our global user base returns, engages, and scales in lifetime value. Working hand-in-hand with our product and engineering teams, you will directly shape and evolve our proprietary CRM technology, turning retention into a primary driver of top-line revenue.

Responsibilities

Own the end-to-end retention, reactivation, and LTV strategy across multiple verticals (Fintech, Gaming, etc.)
Lead and mentor a 50+ person organization. Build scalable hiring, onboarding, and management structures to support rapid growth
Collaborate closely with the product and technical teams to align CRM strategy with platform architecture, automation logic, and AI integration
Oversee high-volume campaign execution across global markets, ensuring quality, deliverability, and localized relevance
Define and hit KPIs for churn reduction, ARPU, and engagement quality through advanced segmentation and personalization

Requirements

10+ years in CRM/Lifecycle leadership within fast-scaling tech environments (Fintech, E-commerce or Gaming preferred)
Experience managing large teams (50–200+) and know how to build a culture of accountability without being authoritarian
Understanding of CRM architecture and "system logic." You don't just send emails; you build automated ecosystems. Expertise in multi-channel user journeys (Email, Push, SMS, In-app)
Being a stable, empathetic leader who leads by example. You value transparency and are focused on the collective success of the organization
Proven track record of influencing CRM product development and data infrastructure
Fluency in English; ability to navigate a diverse, global workforce

Benefits

A comprehensive relocation package, including flight tickets and two weeks of hotel accommodation to ensure a smooth transition
Attractive office location and facilities
A dynamic and supportive environment that values its team, featuring special birthday celebration presents and a collaborative company culture
24 days of vacation per year
Medical insurance

VP of CRM

Job Description