Job description
About YSI
Yellow Social Interactive is a dynamic and innovative leader in the social gaming industry, dedicated to creating engaging and interactive experiences across various platforms. Our commitment to excellence and creativity sets us apart in the market.
We seek exceptional, talented individuals who aim for excellence. With offices in Gibraltar, Antigua, and bases in Malta and the Philippines, plus a global remote team, we welcome motivated people capable of building and scaling business functions.
Job Purpose
As the Head of CRM and Personalisation, you will play a pivotal role in shaping and executing data-driven strategies that maximise player engagement, conversion, and loyalty through targeted campaigns and personalised experiences that align with our social casino roadmap. You will be responsible for driving CRM campaigns and continuously optimising the player journeys to deliver best-in-class experiences that align with our growth objectives.
Areas of Responsibility
Strategy & Leadership:
- Own and deliver the strategic roadmap for CRM and Personalisation that spans the entire player lifecycle from new player onboarding, retention, churn prevention and reactivation.
- Build, develop and inspire a talented team of CRM and personalisation specialists.
- Build and implement effective team processes that streamline performance and generate creativity.
- Create an environment that values data-driven decision-making, curiosity, and innovation.
Optimisation & Continuous Improvement:
- Drive a culture of experimentation and testing to identify the most effective approaches to player engagement and retention.
- Oversee A/B testing, multivariate testing, and other data-driven methods to refine CRM tactics and messaging.
- Ensure our CRM tool capabilities are being fully leveraged to bring optimum ROI as well as optimal player experience.
- Collaborate with analytics to analyse player data, identify drop-off points, and implement solutions that improve funnel performance.
Player Experiences:
- Deliver highly targeted, data-driven campaigns across channels including email, on site, push notifications, email, Social and SMS. Creating a fully synced omnichannel player experience.
- Lead roll out of Machine Learning capabilities within our CRM platforms to create dynamic and tailored player experiences that boost retention and lifetime value.
- Collaborate with Product, Design, and Development teams to identify, prioritise and drive initiatives to improve player engagement, reduce friction points, and drive conversion rates.
- Be a champion for player-centric thinking across the organisation.
Performance & Reporting:
- Monitor and report on key performance metrics continuously optimising, to exceed targets.
- Partner with Analytics teams to uncover opportunities for revenue growth and ensure team initiatives align with broader commercial goals.
Requirements
5+ years’ experience in CRM, retention marketing, or lifecycle optimisation, preferably in gaming or social casino.
Demonstrated ability to lead CRM campaigns and optimise player journeys and site experiences for maximum impact.
Deep understanding of player segmentation, lifecycle marketing, site UX, and behavioural analytics.
Expertise with CRM and marketing automation tools (e.g., Bloomreach, Braze, Adobe Campaign, Optimove).
Proven track record in A/B testing, personalisation experiences, and site optimisation.
Excellent communication and leadership skills, with a collaborative approach to problem-solving.
Passion for the social casino and gaming industry, and a relentless drive to improve player experiences.
Competitive salary
Private Health Insurance
Free lunches
Training & Opportunities for professional development
Dynamic and collaborative work environment
Performance Bonus
Join our team and contribute to creating a vibrant and supportive social gaming community! If you are a proactive and player-focused professional, apply now and be part of our mission to provide exceptional player experiences.
