Retention Squad Lead


Retention Squad Lead


  • Work Location Type:
  • Office:
  • Type of Employment:
    Full Time Permanent
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About Kindred

Kindred Group is a digital entertainment pioneer bringing together nine successful online gambling brands, forming one of the largest online gambling groups in the world. Our purpose is to transform gambling by being a trusted source of entertainment that contributes positively to society. Our goal is that 0% revenue is derived from harmful gambling.

Our global team of more than 2000 people represents 60+ nationalities. When you join Kindred, you'll be part of a collaborative, diverse and inclusive team that has your best interest at heart. We are a trusting company that knows the value of a healthy work-life balance. We offer a wide range of benefits, along with an award-winning all-employee share program, which is a great opportunity to share in the company's success.

The role:

We are focussed on driving double digit growth via market and customer relevant communications and incentives. Your key focus is the sustainable growth of existing customers within a specific Kindred market. We are looking for people that will live and breath the KPIs and revenue growth targets for their markets, constantly think about new initiatives and ensure the end-to-end delivery of the campaigns the squad owns.


The squads comprise Retention Managers and Merchandisers (formerly content managers dedicated to shopkeeping) and is focussed on driving market level growth. This role is all about marshalling the squad resources to find and execute growth opportunities to retain existing customer, moving at pace and ensuring the long term customer sustainability. It works closely with the market and AOM (Always On Marketing) team to find new opportunities for automation and to embed journeys in a relevant way within the market. You will be responsible for owning and driving multi-channel customer communications and reward strategy for a market squad team.


Key Responsibilities:

  • Responsible to lead the market squad focussing on growth opportunities and assigning, prioritizing work withing the squad
  • Balancing resource requirements with other Senior Retention Managers across markets based on the changing requirements
  • Line management of Retention managers and Senior Merchandising manager within your squad
  • Ideating, developing and seeking growth opportunities withing your squad and assigning/prioritizing work across retention managers
  • Develop and oversee the development of a comprehensive customer communication and reward strategy tailored to the brand, product and market
  • Lead on-going segmentation of the customer base to identify insights and target customer segments with specific campaigns
  • Responsible for ensuring all customer communication and rewards offered rewards are compliant with all appropriate legislations
  • Own and manage bonus budget for allocated market. Accountability for the local bonus budget sits within the market
  • Provide recommendations to the local teams on the bonus budget and control quarterly and annual bonus spend
  • Provide necessary information to relevant stakeholders about their bonus spend at any time and its split by various categories
  • Develop campaigns based on specific customer profile, behavioural or events and continually optimise through a test and learn approach
  • Develop and deliver local, personalised and targeted campaigns using relevant customer channels such as onsite messaging, email, SMS, push notifications etc.
  • Monitor and maximise customer lifetime value strategies ensuring maximum profitability
  • Work closely with the CX and the data teams to initiate research projects, both qualitative and quantitative, to uncover customer insight
  • Deploy the promotion budget profitably through robust planning, execution and analysis
  • Support triggered email program tests, including test setup, validation, and review
  • Own the delivery of creative and content through internal/external providers
  • Work with Retention Managers to conduct customer and competitor analysis and provide insights on threats and opportunities
  • Close cooperation with Market Stakeholders to understand constantly changing market conditions and assist local teams in delivering on their objectives
  • Close cooperation between all Senior Retention Leads to share best practices across the markets
  • Work with the Head of Customer Growth to create and maintain squad and individual team member objectives and KPIs linked to the wider Growth team targets
  • Be hands-on where required to support the team in campaign delivery
  • Supporting the in-squad workload, providing insight, support, sign-offs and challenging questions
  • Upskilling, training and development of the squad to ensure they can meet requirements for delivery of initiatives
  • Create an entrepreneurial, high-performing, supportive and fun culture


Kindred Benefits

  • Life assurance, income protection, Personal private health cover.
  • 25 annual vacation days.
  • £300 a year wellbeing allowance.
  • Charity Days – up to 3 days paid leave to support charity related activities.
  • You will be automatically enrolled into the Kindred LTS Pension Plan.
  • Enhanced Maternity, Paternity and shared parental leave policy.

Our Way Of Working

Our world is hybrid.

A career is not a sprint. It’s a marathon. One of the perks of joining us is that we value you as a person first. Our hybrid world allows you to focus on your goals and responsibilities and lets you self-organise to improve your deliveries and get the work done in your own way.

Application Process

Click on the “Apply Now” button and complete the short web form. Please add your CV and 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, ages, 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. Kindred has an ESG rating of AAA by MCSI.



  • Work Location Type:
  • Office:
  • Type of Employment:
    Full Time Permanent
  • Reference Number:


Close map
Kindred House, 17-25 Hartfield Road, Wimbledon, London, United Kingdom, SW19 3SE


Well-being allowance
Learning and development opportunities
Inclusion networks
Charity days
Long service awards
Private medical insurance
Life assurance and income protection
Employee Assistance Programme

Meet the recruiter

Shaun Pink

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