Director, CRM

We’re looking for a trailblazer. As Director of Casino CRM, you won’t just manage lifecycle programs—you’ll redefine what’s possible in player engagement. You’ll own the end-to-end CRM strategy and operations for our casino vertical, with a mission to drive player retention, loyalty, and lifetime value through data-driven insights, breakthrough thinking, and seamless cross-channel execution.

Reporting directly to the VP of Casino, this is a senior leadership role that requires a mix of strategic vision, deep CRM expertise, and strong cross-functional collaboration across our customer growth function, product, analytics, creative, and acquisition teams.

You’ll lead the evolution of our player journeys, building personalization at scale that delivers impact—and delights customers. If you’re excited by the idea of reshaping CRM in a fast-paced, high-growth environment—and building something exceptional, this is the role for you.

Key Responsibilities Strategy & Vision

• Define and lead the casino CRM strategy, aligned to growth, retention, reactivation and profitability goals.
• Champion lifecycle marketing and segmentation frameworks that enhance player value across key cohorts and touchpoints, from casual players through to VIP’s.
• Set and manage the Casino CRM roadmap, balancing quick wins with long-term infrastructure investments.

Execution & Optimization

• Oversee campaign planning, execution, and performance management across all CRM channels (email, SMS, push, in-app, on-site).
• Ensure a rigorous test-and-learn culture, constantly iterating on segmentation, timing, creative, and channel mix.
• Collaborate closely with Creative, Promotions, Product, and Acquisition to ensure a seamless, on-brand customer experience.

Data & Insights

• Own CRM performance reporting and attribution; translate insights into action.
• Partner with Data and Analytics teams to refine KPIs such as player conversion, ARPU, LTV, churn, and reactivation.
• Influence product and central support functions to ensure the CRM tech stack and data infrastructure evolves to support the delivery of the Casino CRM Strategy. 

Leadership & Collaboration

• Lead and grow our existing CRM function - making it a world class team in both the development and execution of the CRM strategy.
• Represent the voice of the player in each of their lifecycle stages across the business — shaping product, proposition, and promotional strategies.
• Support cross-sell initiatives across sportsbook, casino, and other brand verticals in the wider Fanatics eco-system.
  
   

About You

• 7+ years in CRM, retention marketing, or lifecycle management—ideally in gaming, e-commerce, or a digital-first consumer brand.
  
   
• Demonstrated success in developing and scaling CRM strategies that deliver measurable revenue uplift.
  
   
• Data-driven and analytical; comfortable setting and owning KPIs and reporting at the exec level.
  
   
• Hands-on leader who can zoom in on tactical execution and zoom out to define strategy.
  
   
• Strong communicator and collaborator, adept at working with cross-functional teams.
  
   

Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally. 

Launched in 2021, Fanatics Betting and Gaming is the online and retail sports betting subsidiary of Fanatics, a global digital sports platform. The Fanatics Sportsbook is available to 95% of the addressable online sports bettor market in the U.S. Fanatics Casino is currently available online in Michigan, New Jersey, Pennsylvania and West Virginia. Fanatics Betting and Gaming operates twenty-two retail sports betting locations, including the only sportsbook inside an NFL stadium at Northwest Stadium. Fanatics Betting and Gaming is headquartered in New York with offices in Denver, Leeds and Dublin.