CRM Sports Manager

CRM Sports Manager | Malta | Hybrid

salary circa €55k & Benefits

Driving Player Engagement & Retention Across the Sportsbook Vertical

Are you a data-driven CRM professional with a passion for sports betting? We’re seeking a CRM Sports Manager for our clients to own the end-to-end CRM strategy for their sportsbook operation, driving player engagement, retention, and lifetime value through personalized journeys, strategic promotions, and performance optimization.

This role puts you at the heart of the sports betting experience, where you’ll combine CRM expertise with sports knowledge to create campaigns that engage players across major leagues, tournaments, and sporting events while delivering measurable commercial impact.

About the Role

As CRM Sports Manager, you’ll take full ownership of the sportsbook CRM strategy across the entire player lifecycle—from onboarding and activation through to retention, reactivation, and churn prevention. You’ll design automated journeys, execute high-impact promotions, and continuously optimise performance through data analysis and A/B testing.

This is a commercial and strategic role requiring close collaboration with Sports Trading, Product, Risk, BI, Customer Support, and Marketing teams to ensure aligned execution and profitability. You’ll balance player experience with business objectives, turning sports calendar moments into CRM opportunities.

What You’ll Do

CRM Strategy & Lifecycle Management

• Own the complete sportsbook CRM strategy across the full player lifecycle
• Build automated and manual CRM journeys based on player behaviour, betting patterns, and lifecycle stage
• Plan onboarding flows, activation campaigns, retention strategies, reactivation triggers, and churn prevention programs
• Align CRM plans with the global sports calendar including leagues, tournaments, and key sporting events
• Deliver personalized offers and messaging to maximize engagement and incremental value

Campaign Planning & Execution

• Plan and execute CRM campaigns across multiple communication channels: email, SMS, push notifications, pop-ups, and more
• Create targeted campaigns for different player segments, value tiers, and sports interests
• Coordinate campaign timing with major sporting events and betting opportunities
• Ensure all campaigns are delivered on time with accurate targeting and messaging

Segmentation & Personalization

• Develop and manage advanced player segmentation strategies
• Segment players by value tier, betting behaviour, sports preferences, and lifecycle stage
• Deliver targeted CRM campaigns that speak to specific player interests and patterns
• Continuously refine segmentation based on performance data and player evolution

Promotions & Bonus Management

• Design, execute, and optimize sportsbook promotions: free bets, bet and get offers, odds boosts, cashback, and more
• Ensure promotional mechanics are cost-efficient and aligned with margin targets
• Balance attractive offers with profitability and sustainable bonus economics
• Monitor bonus abuse risks and collaborate with Risk and Trading teams to mitigate exposure
• Test and iterate promotional formats to find the optimal balance of engagement and cost

Analytics, Testing & Optimization

• Track and analyse key CRM KPIs: retention, active days, deposits, bonus cost, wager, GGR, NGR
• Run A/B tests on offers, mechanics, timing, messaging, and creative to continuously improve performance
• Produce clear post-campaign analysis with actionable insights for future optimization
• Use data to identify opportunities and inform strategic CRM decisions
• Monitor campaign performance in real-time and adjust as needed

Cross-Functional Collaboration

• Work closely with Sports Trading to align promotions with trading strategy and margin goals
• Partner with Product teams to optimize player journeys and CRM tools
• Collaborate with Risk to ensure promotions are protected against abuse
• Engage with BI teams to access data and build reporting frameworks
• Support Customer Support with promotional mechanics and player queries
• Coordinate with Marketing on brand campaigns and sports sponsorship activations

What You’ll Bring

Essential Experience & Qualifications

• 1-2 years of CRM experience in online sportsbook operations
• Strong understanding of sportsbook mechanics, betting markets, and the sports calendar
• Data-driven mindset with strong analytical skills and experience working with CRM KPIs
• Ability to work in a fast-paced, event-driven environment where timing is critical
• Strong stakeholder management – collaborate effectively across multiple departments
• Excellent communication skills – present insights and strategies clearly to technical and non-technical teams

Key Skills & Attributes

• Sportsbook expertise – understand player betting behaviour and what drives engagement
• Analytical thinker – comfortable working with data, KPIs, and testing frameworks
• Commercial awareness – balance player value with profitability and margin targets
• Detail-oriented – precision matters when managing promotions and bonus mechanics
• Proactive and organized – manage multiple campaigns and sporting events simultaneously
• Results-focused – driven by performance metrics and continuous improvement
• Sports enthusiast – genuine passion for sports and understanding of the betting calendar

Preferred Experience

• Experience with CRM automation platforms (advantageous)
• A/B testing and experimentation experience (beneficial)
• Bonus abuse detection and prevention knowledge (valuable)
• Multi-channel campaign management (helpful)

Why You’ll Love This Role

Own the sportsbook CRM strategy – Full end-to-end responsibility
Sports-driven environment – Work around major leagues and sporting events
Data and creativity combined – Test, optimize, and innovate
Commercial impact – Directly influence retention, engagement, and revenue
Cross-functional collaboration – Work with Trading, Product, Risk, and Marketing
Fast-paced and dynamic – Every sports calendar moment is an opportunity
Career growth – Develop deep CRM and sportsbook expertise in Malta’s iGaming sector

About CRM in Sportsbook

CRM is the engine that drives player engagement and lifetime value in sportsbook operations. Unlike casino, sports betting is event-driven, calendar-dependent, and requires real-time responsiveness to matches, tournaments, and betting opportunities. The best CRM managers understand both the data and the sports—combining analytical expertise with an intuitive sense of what excites sports bettors. This role puts you at the center of that challenge.

Ready to Apply?

If you’re a CRM professional with sportsbook experience ready to own the CRM strategy and drive player engagement across the sports vertical, we want to hear from you.