Head of CRM

Kindred's strategic direction and business rests on a defined purpose to transform gambling and ensure sustainable growth across all our markets. Over the last 20 years, Kindred Group has brought together 9 of Europe's most successful online gambling brands, forming one of the largest online gambling companies in the world. With so many proud achievements to look back on, our future goal is simple – to be the number one operator across all our markets. In order to get there, we will continue to transform gambling by investing in new technology, exciting products, and above all, our people.


We are proud to offer a diversified team worldwide. Over 1700 employees representing more than 60 nationalities work together to deliver the best & safest possible gambling experience for our customers every day – with major hubs in London, Malta, Stockholm and Gibraltar. As the online gambling industry changes, we constantly keep up with new market dynamics and regulations. Innovation in technology, marketing and data offers huge opportunities to get even closer to our customers, providing world-class digital entertainment.


As Head of CRM, you'll be responsible for owning and driving Kindred Group multi-channel customer communication and reward strategy as well as delivering through your team of circa 50 CRM specialists. 


What you will do


  • Ownership and full management of the Group CRM and loyalty strategy to all sets of customers 
  • Lead a large multidisciplinary team covering the majority of our international brands and locations, developing a culture of best practice, innovation and collaboration
  • Own, develop and deploy the customer engagement strategy, in collaboration with the end markets
  • Full budget responsibility for the CRM and rewards budget 
  • Define measurable KPIs and regularly review campaigns against strategic objectives 
  • Responsible for ensuring all customer communication and rewards offered rewards are compliant with all appropriate legislations
  • Close cooperation with Commercial Stakeholders to understand constantly changing market conditions and assist local teams in delivering on their objectives 
  • Play an leading role in transforming Kindred customer communication strategy
  • Encourage best practices sharing across the markets 
  • Develop and take full ownership of in-life marketing contact journeys for multi-channel retention, growth and re-activation lifecycle campaigns. 
  • Foster an inquisitive culture and encourage innovation to ensure effective optimization and great level of alignment between the teams to streamline and optimise customer journeys 
  • Take advantage of the full current and future capabilities of Kindred Martech
  • Keep up to date with new technologies including AI and work closely with head of Martech to propose recommendations for further enhancements
  • Close collaboration with the Marketing planning team to create, maintain, follow and optimise internal campaign process 
  • Oversee, implement and together with Marketing planning team review team capacity, allocation and operations 
  • Work closely with Analytics and Marketing Intelligence teams to enhance audience segmentation, modelling and campaign performance reporting 
  • Lead, manage and develop the team of CRM experts 
  • Own and manage projects in addition to day to day workload 


How will success be measured in this role


  • Net retention rate
  • Retention rate
  • Actives
  • CTR
  • Average revenue for user
  • Average bonus cost per user
  • Bonus cost
  • Conversion rate


Your experience


  • An inspirational leader of people and used to managing complex and innovation CRM strategies to a large audience base
  • Experience in the use of sophisticated multi-channel marketing solutions with practical working knowledge of targeting, dynamic publishing, journey building, triggers, sequencing and a/b testing.
  • Data and driven and analytical in your approach. Significant experience in data planning is essential.
  • Excellent understanding of Kindred's product portfolio and its customers
  • Extensive track record in database marketing, profiling and segmentation.
  • Experience of implementing CRM automation, customer data and customer journey orchestration platforms
  • Experience developing and deploying CRM and Loyalty Strategies
  • Excellent stakeholder management
  • Excellent numerical and analytical skills
  • Used to interpreting and acting upon complex marketing data to create reports, convey meaningful and useful commercial information and make recommendations through both written and verbal reports/presentations
  • Great interpersonal skills to build rapport amongst sponsors; stakeholders and those we depend on to effect change
  • Excellent presentation skills


Application process


Click on the "Apply Now" button and complete the short web form. Please add a covering letter in English to let us know your motivation for applying and your salary expectation. Our Talent Acquisition team will be in touch soon.


Kindred is an equal opportunities employer committed to employing a diverse workforce and an inclusive culture. As such we oppose all forms of discrimination in the workplace. We create equal opportunities for all our applicants and will treat people equally regardless of and not limited to, gender, age, disability, race, sexual orientation. We are committed not only to our legal obligations but also to the positive promotion that equal opportunities bring to our operations as set out in our sustainability framework.


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Kindred House, 17-25 Hartfield Road, Wimbledon, London, United Kingdom, SW19 3SE
  • Office:
    London, Malta
  • Type of Employment:
    Full Time Permanent
  • Reference Number:
25 Days Holiday
Private Medical
Wellbeing Allowance
Maternity/Paternity leave
Eye test
3 days CSR leave
Anniversary awards
Travel loan
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