Manager - Lifecycle CRM

What are we building? Hard Rock Digital is a team focused on becoming the best online sportsbook, casino, and social gaming company in the world. We’re building a team that resonates with a passion for learning, operating and building new products and technologies for millions of consumers. We care about each customer's interaction, experience, behavior, and insight and strive to ensure we’re always acting authentically. Rooted in the kindred spirits of Hard Rock and the Seminole Tribe of Florida, the new Hard Rock Digital taps a brand known the world over as the leader in gaming, entertainment, and hospitality. We’re taking that foundation of success and bringing it to the digital space — ready to join us? What’s the position? This role will be a key contributor within the Sportsbook Retention Marketing team, owning the strategy, execution, planning, and optimization of the Sportsbook loyalty experience. The position will lead the ongoing loyalty strategy across Legendary Reward Drops, loyalty levels and progression, the Rewards Store, and the relationship between the digital and property loyalty programs. Working cross-functionally with teams across the business, you will develop customer retention, engagement, and value strategies that align loyalty experiences with business objectives and regulatory requirements, while helping shape an evolving product roadmap and developing a strong, team-first set of processes. Responsibilities for this role include: Own the overall loyalty CRM strategy, including loyalty levels, rewards, weekly rewards, and engagement initiatives, ensuring the program drives customer value and supports broader business objectives. Develop and evolve Sportsbook loyalty-level strategy, including progression, benefits, recognition, and tier engagement. Define the relationship between loyalty programs to create a connected customer experience. Own the Rewards Store strategy, including assortment, merchandising, cadence, customer experience, and optimization. Partner with CRM, Promotions, VIP, Product, Analytics, and other teams to align loyalty mechanics, communications, and customer journeys. Lead testing and measurement across loyalty initiatives, using customer and performance insights to improve engagement, retention, and value. Ensure loyalty experiences and communications meet compliance and brand standards; analyze performance to optimize key objectives. What Are We Looking For? A strong understanding of online gaming customers and sports fans’ preferences, with experience developing loyalty, rewards, CRM, or retention strategies that deepen engagement and customer value. The ideal candidate will have: 5+ years of digital sportsbook, DFS, gaming, casino, loyalty, CRM, or retention marketing experience Experience developing loyalty or rewards programs, including tier strategy, benefits, reward mechanics, or rewards marketplaces Experience working with CRM, loyalty, promotional management, or customer engagement platforms Ability to analyze customer behavior and program performance and translate insights into strategy Experience influencing cross-functional strategy across marketing, CRM, VIP, product, analytics, operations, and compliance Strong strategic thinking, project management, and written and verbal communication skills Comfort in a fast-paced industry and understanding of regulatory considerations across jurisdictions What’s in it for you? We offer our employees more than just competitive compensation. Our team benefits include: Competitive pay and benefits Flexible vacation allowance A hybrid / remote working environment Startup culture backed by a secure, global brand Roster of Uniques We care deeply about every interaction our customers have with us, and trust and empower our staff to own and drive their experience. Our vision for our business and customers is built on fostering a diverse and inclusive work environment where regardless of background or beliefs you feel able to be authentic and bring all your talent into play. We want to celebrate you being you (we are an equal opportunity employer).