Location: Manila, Philippines

We are seeking a strategic and execution-focused Director of CRM to lead all player engagement, retention, and lifecycle initiatives in the Philippines market. This role is critical to delivering sustainable long-term customer value in a regulated environment while balancing high-performance CRM operations with strict regulatory compliance.

You will own the CRM strategy end-to-end—from segmentation, communication cadence, bonus mechanics, to platform automation. You must be highly data-literate, tool-savvy, and capable of scaling campaigns within the unique nuances of the Filipino player base.

Job Requirements

• Own the full CRM strategy and execution for the PH market, including onboarding flows, retention, win-back, churn mitigation, and reactivation.
• Build and manage automated CRM campaigns using enterprise tools (e.g., Optimove, FastTrack, or equivalent).
• Lead a team of CRM executives, campaign managers, and analysts in delivering measurable performance.
• Ensure regulatory compliance in all player communications, promotions, and data handling.
• Use segmentation, cohort analysis, and predictive modeling to drive engagement, loyalty, and LTV.
• Design and iterate bonus and loyalty mechanics that are performance-based, sustainable, and regulation-compliant.
• Work closely with BI, Product, and Compliance teams to drive data-informed decisions and real-time personalization.
• Define key CRM KPIs and regularly report on campaign performance, retention rates, player health metrics, and ROI.
• Ensure all communication journeys (email, SMS, push, in-app) are optimized and non-intrusive.
• Serve as the go-to expert on CRM-related system needs, integrations, and martech solutions.

The Successful Candidate:

• 10+ years of CRM experience in online gambling/iGaming, with at least 5 years in a leadership capacity.
• Experience in both regulated and grey markets is highly preferred.
• Proven success managing data-driven CRM programs with clear impact on retention and LTV.
• Strong command of CRM platforms and martech stacks (e.g., Optimove, FastTrack, or similar).
• Ability to localize CRM strategies for the Filipino player base while applying global best practices.
• Excellent collaboration with cross-functional teams (BI, Legal, Product, VIP, Support).
• Comfortable working in a fast-paced, multi-brand environment with tight deadlines and high growth targets.
• Analytical mindset with proficiency in tools like Excel, SQL, Looker, or Tableau.
• Strong understanding of bonus engines, compliance workflows, and content personalization.

Interested?

If the position has caught your attention and you wish to apply, please upload your CV along with your contact info. If you want to know more about the position.

SmartRecruitment.com is our responsible recruitment partner for this position, they are a consultancy firm within recruitment/head-hunting. SmartRecruitment.com support their clients in recruiting iGaming & Crypto experts globally.