Title: Player Lifecycle Lead – UK & Ireland
Department: CRM
Reports to: Regional Director
Location: Hybrid, minimum 3 days per week in the office

About Netbet Brand:

Since 2006, NetBet has delivered the ultimate online casino and sportsbook experience for its players across the globe. Alongside sports betting and casino, players have also enjoyed Lotto, Live Casino, and Poker products. With access to multiple languages across all its registered markets, thousands of industry-leading casino games, and daily sports events, NetBet has evolved into one of the world’s favourite online gaming brands. NetBet provides users with a friendly environment, total security, and reliable navigation. Its features are recognised by flagship organisations specialising in regulating and controlling online gaming sites. To enrich player trust and protection NetBet has several gaming licences from across the world including MGA, UK, Germany, Denmark, Greece, France, Romania, and Italy. This ensures that NetBet operates in line with the rules and regulations of each jurisdiction and that players receive the best possible service.

Role Overview :

The Player Lifecycle Lead – UK & Ireland is responsible for owning and executing the full player lifecycle strategy across Sportsbook and Casino for the UK and Irish markets.

This is a highly hands-on, data-driven and commercially focused role covering campaign strategy, segmentation, personalisation, onboarding, retention, cross-sell and reactivation across both verticals and both markets.

The role requires strong experience within regulated iGaming or a comparable high-frequency digital consumer environment, ideally including direct UK and/or Irish market experience. The Player Lifecycle Lead will need to understand customer behaviour, competitor activity and the regulatory and responsible gambling requirements relevant to both markets.

NetBet currently uses Optimove and Smartico to power CRM execution, segmentation, automated journeys, loyalty and gamification. Previous experience with these specific platforms is advantageous but not required. Candidates with strong hands-on experience of other modern CRM/lifecycle platforms such as Xtremepush, Braze, Fast Track, Salesforce Marketing Cloud or equivalent should be able to transfer their lifecycle expertise quickly.

The Player Lifecycle Lead should be highly data-driven and self-sufficient, using CRM reporting and AI-assisted analysis to identify customer trends, measure lifecycle performance and develop clear commercial recommendations. The role should be capable of answering routine commercial questions independently while working with BI/Data specialists where deeper analysis is required.

Strong practical AI proficiency is a core requirement. The role should routinely use AI and automation to improve the speed and quality of analysis, campaign planning, journey design, content development, QA, reporting, research and competitor monitoring.

The role reports into the Regional Director and works closely with Product, Trading, Acquisition, Compliance, Responsible Gambling and CRM Technology teams to ensure lifecycle activity is commercially effective, locally relevant and fully compliant across both the UK and Ireland.

Duties and Responsibilities

Own the player lifecycle strategy across Sportsbook and Casino for the UK and Irish markets, covering onboarding, early-life engagement, retention, cross-sell and reactivation.
Build, launch and continuously optimise multi-channel campaigns and automated journeys across email, SMS, push, on-site and in-app channels using NetBet’s CRM technology stack, currently Optimove and Smartico.
Own customer segmentation and personalisation based on behaviour, value, lifecycle stage, product preference and market, including identifying appropriate cross-sell opportunities between Sportsbook and Casino.
Maintain a clear forward lifecycle and experimentation roadmap across both products and markets, ensuring priority journeys are planned, delivered and measured rather than relying predominantly on reactive or last-minute activity.
Use CRM reporting, customer data and AI-assisted analysis to identify lifecycle performance issues, form hypotheses and bring recommended actions rather than waiting for detailed campaign briefs.
Operate a structured test-and-learn approach using A/B testing, control groups and other appropriate experimentation to measure incremental customer and commercial impact.
Measure and optimise lifecycle activity against commercial outcomes including NGR, retention, reactivation, cross-sell, customer lifetime value, promotional cost and incremental uplift.
Work closely with Acquisition, Trading and Product to improve the transition from acquisition into retained customers, align Sportsbook promotional activity with sustainable retention and NGR, and resolve product friction affecting lifecycle performance.
Monitor UK and Irish competitor CRM, retention, promotional and lifecycle activity, using relevant competitor ideas and customer experiences as inputs into new journeys and experiments.
Ensure all CRM activity complies with relevant UK and Irish regulatory, marketing and responsible gambling requirements.
Report lifecycle performance, insights, forecasts and recommendations directly to the Regional Director.
Identify opportunities to use AI and automation to improve recurring CRM processes, analysis and execution, working with CRM Technology, BI and Data teams where required.

Person Specifications:

Typically 3+ years’ experience in CRM, lifecycle marketing, retention or a closely related field, ideally within iGaming or another high-frequency digital consumer environment.
Strong experience within Sportsbook and/or Casino CRM, with experience across both products strongly preferred.
Experience within the UK, Ireland or another highly regulated European market; direct UK and/or Irish market experience strongly preferred.
Strong hands-on experience using a modern CRM/lifecycle platform such as Xtremepush, Braze, Optimove, Smartico, Fast Track, Salesforce Marketing Cloud or equivalent.
Proven ability to learn new CRM technology quickly and transfer lifecycle principles between different platforms.
Proven experience building and managing personalised, automated multi-channel campaigns and lifecycle journeys.
Strong understanding of segmentation, personalisation and behavioural targeting.
Strong Excel skills and analytical capability, with the ability to interpret customer, campaign and commercial data and translate it into clear recommendations.
Strong practical AI proficiency, with evidence of using generative AI and/or automation tools to improve analysis, campaign planning, journey design, content, QA, reporting or research.
Good commercial understanding of CRM measures including retention, reactivation, NGR, customer lifetime value, promotional cost and incremental return.
Solid understanding of regulated gambling marketing and responsible gambling requirements.
Highly data-driven mindset, comfortable working with customer, campaign and commercial data.
Strong analytical and problem-solving skills, able to turn data into clear, actionable lifecycle decisions.
Excellent organisational skills, able to manage multiple campaigns, journeys, markets and product verticals simultaneously.
Strong forward-planning discipline, with the ability to maintain a structured lifecycle roadmap and minimise avoidable last-minute delivery.
Clear communicator, able to report performance, hypotheses and recommendations confidently to the Regional Director and cross-functional stakeholders.
High ownership and accountability for player lifecycle results across two markets and two product verticals.
Comfortable making independent decisions, forming hypotheses and recommending actions rather than waiting for detailed briefs or instruction.
Strong attention to detail, particularly around compliance, segmentation accuracy and campaign execution.
London-based/hybrid availability – minimum 3 days per week in the office.

Nice to Have

Previous experience with Optimove and/or Smartico.
Experience with additional CRM, marketing automation or analytics platforms.
Familiarity with SQL, BI tools or direct data querying.
Knowledge of predictive modelling techniques such as churn, LTV or propensity modelling.
Experience with loyalty or gamification mechanics.
Creative flair for campaign messaging and content, balanced with a data-first approach.
Comfortable presenting lifecycle insights and strategy to senior leadership.
Adaptability to fast-changing market, regulatory and technology conditions.

Behaviours & Commitments:

Own it. Take responsibility and follow through.
Communicate early. Share progress and risks.
Collaborate. Ask for input. Offer help. Give/seek feedback.
Keep it simple. Prioritise outcomes over activity
Be trustworthy. Protect data and act with integrity.

What We Offer

NetBet recognises the value of exceptional talent and rewards it accordingly. As a GIMO-NetBet employee based in London, you get:

Hybrid working ( 3 days in office/ 2 day remote).
Private Health Insurance after completing your first 6 months.
Employee Wellbeing Program.
Learning and Development Initiatives.
Team-building and Social Engagement Activities to foster a great working environment.
Attractive benefits, including coffee, fresh fruit, and snacks.

Commitment to Diversity: NetBet is dedicated to equal opportunity for all staff. Applications from individuals are encouraged regardless of age, disability, sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief, and marriage or civil partnerships.

Personal data is processed in accordance with EU GDPR. CVs are retained for 12 months, and we may contact you regarding other suitable roles during this period.

“NetBet is committed to equality of opportunity for all staff and applications from individuals are encouraged regardless of age, disability, sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships.

Personal data are processed in accordance with EU and UK GDPR and our Privacy Policy, which is available here [ https://www.gimo.co.uk/gimo-privacy-policy/]. CVs are retained for 12 months, and we may contact you regarding other suitable roles during this period’

Player Lifecycle Lead

Job Description