CRM Manager

Overview

PlayStar is a New Jersey licensed online casino operator focused on building a smarter, more player-centric iGaming experience. We combine a high-quality casino product with a differentiated approach to marketing, promotions, and customer lifecycle management.

Our focus is simple: drive sustainable growth by acquiring the right players, delivering a compelling product experience, and maximizing long-term player value. We operate with a test-and-learn mindset and a strong emphasis on data, performance, and continuous optimization.

PlayStar is seeking a CRM Manager to execute and scale lifecycle marketing programs across email, push, SMS, and on-site channels.

Reporting to the Director of CRM, this role will be responsible for building, deploying, and optimizing automated and campaign-based communications across the full customer lifecycle. The ideal candidate is highly detail-oriented, technically fluent in CRM tools, and experienced in delivering high-performing lifecycle programs in a fast-paced, data-driven environment.

Key Responsibilities

Lifecycle Campaign Execution

• Execute CRM strategy across all lifecycle stages including acquisition onboarding, activation, retention, reactivation, and VIP engagement
• Build and deploy campaigns across email, push notifications, SMS, and on-site messaging
• Ensure campaigns are delivered accurately, on time, and aligned with promotional and commercial calendars

Automation & Journey Building

• Build and maintain automated lifecycle journeys (e.g., welcome flows, first deposit flows, churn prevention, reactivation)
• Develop trigger-based and behavior-driven campaigns based on user actions, segmentation, and real-time signals
• Continuously optimize journeys to improve conversion, engagement, and retention

Segmentation & Personalization

• Work with data and CRM leadership to define and implement customer segmentation strategies
• Execute personalized messaging based on player behavior, value tiers, and lifecycle stage
• Support targeting for promotions, offers, and on-site experiences

Cross-Channel Coordination

• Ensure consistency and coordination across all CRM channels (email, push, SMS, on-site)
• Align messaging with broader marketing campaigns, product launches, and promotional strategies
• Partner with Acquisition and Product/Ops teams to ensure seamless customer experience from first touch through lifecycle

Testing & Optimization

• Execute A/B and multivariate tests across messaging, timing, offers, and creative
• Monitor performance and identify opportunities to improve key metrics such as open rate, CTR, conversion, and retention
• Implement learnings quickly and iterate on campaigns

Performance Tracking & Reporting

• Track and report on CRM performance across lifecycle stages and channels
• Maintain dashboards and documentation of campaign results and learnings
• Support forecasting and impact analysis of CRM initiatives

Compliance & QA

• Ensure all CRM communications meet regulatory, compliance, and responsible gaming requirements
• Conduct thorough QA on all campaigns and automations prior to launch
• Maintain best practices for opt-ins, opt-outs, and customer communication preferences

Qualifications

• 3–6+ years of experience in CRM, lifecycle marketing, or marketing automation roles
• Hands-on experience building and executing campaigns in CRM platforms
• Experience working across multiple channels including email, push, SMS, and on-site messaging
• Strong attention to detail and ability to manage multiple campaigns simultaneously
• Analytical mindset with experience interpreting campaign performance data
• Familiarity with segmentation, triggers, and lifecycle frameworks
• Experience in iGaming, sports betting, or other regulated industries is a strong plus